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Community Foundation of Santa Cruz
Leveraging Social Media
Philanthropy and Foundations
Data Visualization for Nonprofits
Peer Learning Groups
Friending the Finish Line
Measurement and Social Media
TechSoup Social Media 101
Beth's Big List
of Tool How-Tos
TechSoup Community Team Wiki
Social Media Strategy Principles
How Networked Nonprofits Use Facebook
How Networked Nonprofits Use Facebook
Archived recording of this session
PDF of slides
Beth's Reflection on process>
Networked Nonprofits are simple and transparent organizations that make it easy for outsiders to get in and insiders to get out. They engage in conversations with people beyond their walls—lots of conversations—to build relationships that spread their work through the network using tools like Facebook to execute their social media strategy and implement small experiments that not only help them learn what works, but also help build their network. Using a try it and fix it approach, these small reiterative efforts enable the organization to scale internal social media use and connect with peer groups.
The Networked Nonprofit
Beth Kanter will share best practices, taking an experimental learning approach to create the ultimate museum Facebook page. We’ll cover how to design an approach, recruit fans, drive offline actions, develop a content and engagement strategy, and most importantly, how to create and implement measurement techniques.
Some Thoughts About How Networked Nonprofits Use Facebook
This post includes the links and ideas we’ll be discussing. I’ll start with an overview of the
ideas relate to museums
Then I’ll cover the following:
Networked Nonprofits that use Facebook effectively have a social culture that allows them to scale to have everyone using Facebook.
Networked Nonprofits or museum have leaders that aren’t afraid of being
deconstruct their fear of letting go
. That make having
everyone on Facebook a culture norm
through professional development and learning for everyone on staff. They
codified a social culture
and make it easy for other departments to have a presence and to
empower all stakeholders
to spread the organization’s mission on social networks. They also understand how to leverage and work with free agents or
groups that create “unofficial pages
Networked Nonprofits know how to listen, engage, and build relationships on Facebook that allow them to reach their goals.
scan for conversations about their museums on Facebook
, but more importantly use tools like
to monitor and join in conversations happening on their wall. Their status updates are not all about them or always asking their stakeholders to do something. And, they take the time to get to know their fans and
transform them into brand ambassadors
Networked Nonprofits know how to use simplicity to do more with less.
made the mindshift from scarcity to the abundance
that networks offer and know how leverage their networks. They make use of Facebook
tagging feature in wall posts
and have encouraged other users and fan pages with similar audiences to do the same – they don’t see it as a competition.
Networked Nonprofits have articulated SMART objectives and a target audience for their Facebook page.
know exactly what they want to accomplish
on Facebook and who they want to target. This helps them easily understand whether they need
one Facebook page or several
or how to rebrand a single page for different campaigns. They also know how to make use of a
customized landing tab
– articulating value at a glance and a call to action that ladders up to the objective. Take for example the
Museum of Contemporary Art in Cleveland
Yerba Buena Center
Right now it is fairly easy to create a custom landing tab using FBML and tools like
, Facebook recently announced that it
will no longer support new installations for FBML
for custom landing tabs (although existing installations will be supported).
Networked Nonprofits have a solid and aligned content strategy for Facebook and other channels where they link, distribute and co-create.
Networked Nonprofits know how to creatively give themselves some
link love on Facebook
. They have a carefully crafted content plan to cross distribute content via Facebook, email channels, and on the web that takes into account frequency, style, and format. The Metropolitan Museum of Art “
Art of the Day
is an excellent example. Their content creation strategy also includes opportunities for their fans to co-create content with them.
Networked Nonprofits practice deep engagement techniques on Facebook. They ask their fans their opinions, test their knowledge, pair promotions w/content, and say thank you. Here’s some
examples and tips
. They use
fun conversation starters
. Engagement conversations revolve around getting people to look and discuss the art or may encourage them to participate in a gallery activity inside the museum. They run contests, but they are sure to follow Facebook
. ( See these
for more explanation.)
Networked Nonprofits promote their Facebook presence through all channels.
Whether it is
, they experiment with
many ways to increase
their fan base.
Network Nonprofits use measurement to learn and improve their Facebook strategy and presence.
They use an approach called
Beth’s Social Media Lab –
Facebook Overview (MIDEA wiki)
MIDEA member organizations on Facebook
Museums on Facebook
Social Media Roundup
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