Linking In, Tweeting Up, Creating Interactivity:
How Nonprofit Organizations Can Use Social Media and Interactive Strategies to Build Community
CJ Jackson
Baylor University
It's about
building relationships
NOT
getting out the message
community
NOT
channel
virtual
NOT
tangible
values
innovation
two-way communication
40,000
Online?
millions
Print?
More people every day
are using social media...
...including my 83-year old father
Perspective
Who uses social media?
...and my grandchildren.
meet them
where they are
Fear Factor
REAL relationships require that you
let go of control
Professional development
Professional networking
Find a job
Find an employee
Share industry/professional news
Customer service
(Dell, Doubletree): catch problems before they become a phone call or email

Listening
What do people say about us?

Building relationships
People talking to people

Crowd sourcing
Ask questions, get ideas

Drive traffic to a website
Source: Pew Internet & American Life Project, Amanda Lenhart and Susannah Fox, Twitter and status updating, February 2009, http://www.pewinternet.org/Reports/2009/Twitter-and-status-updating.aspx?r=1 10/05/09.

Twitter Users: Age
Source: Pew Internet & American Life Project, Amanda Lenhart and Susannah Fox, Twitter and status updating, February 2009, http://www.pewinternet.org/Reports/2009/Twitter-and-status-updating.aspx?r=1 10/05/09.

Twitter Users: Source of News & Info
Access newspaper online more
Use cell phone to connect to internet more
Account Advice
Commit
Set up an official account for the organization
Additional accounts for various "departments" ok if sustained
Keep your personal account personal
Use a free application, like Tweetdeck
Keep your view organized
Monitor (real-time search)
Schedule tweets ahead
How to increase (relevant) followers
List twitter ID along with website address in traditional channels
Cross promote between social media platforms
Target and follow others
Use hashtags
Use key words in bio
Tweet regularly
Tweet relevant information
Tweet with links
Use @ replies to have conversations
Retweet freely and thank retweeters
Make it clear that real people are on the account;
it's not just an automated bot
Feed the beast
LinkedIn
Number of connections
Number of recommendations
Number of group members
Twitter
LinkedIn
Mobile apps: Geo-location
On site interaction
Contests
Offers
Events
Exploration
Trips
Badges
Drops/Pick-up/Collect
Events
Check-in frequency
"Mayor"
Special offers/discounts
Integrated with Facebook
QR codes
2-d quick response code
Traditional media become interactive - ads, cards, brochures, signs, etc.
Linked to mobile site
Discounts/Offers
Multi-media content

build a community
and a fan base
Facebook
Measurements
Facebook
Number of fans
Number of fan postings, comments
Facebook "Insights" reports
Twitter
Number of followers
Number of website visits
Number of retweets, @replies
Twittercounter.com, twittergrader.com,
twitteranalyzer.com
Geo-location apps
Check-ins
Badges
Completed trips
QR Codes
Scans
Locations
Values
Perspective
Strategy
Fear
Major platforms
Facebook
LinkedIn
Twitter
Geo-location
QR codes
Care and Feeding
Measurement
Questions?
Ideas?