Social Media for Non-Profits

Do non-profit organizations need to use social media?  Of course they do.  This presentation covers the basics of any social media strategy and an overview of how to present a non-profit brand and message via social media.

The basics are:

  • Develop a communications plan
  • Set goals
  • Execute
  • Evaluate

[slideshare id=10096788&doc=socialmediafornonprofits-111109185255-phpapp02]

Business Strategy drives IT Strategy and IT decisions

As the leader of an small not-for-profit organization, how do you evaluate your organization’s Information Technology? My proposition is that you start with this one question: How does our IT serve our strategic plan? Everything flows from that question.

Your strategy was created to serve your mission, and your technology is there to operationalize the strategy. As you add or remove elements of your technology, you score according to their contribution to that strategy.

What hardware and software do you need? That’s driven by the data you need for that strategy, as well. Data drives the specific technology decisions.

On July 21, 2011, I spoke about developing a technology strategy to a group of not-for-profit leaders at a meeting sponsored by Good Works Connect, on behalf of Lumity, It was the hottest day of the summer in Mattoon, IL, but we had a great discussion.

[slideshare id=8818239&doc=20110721-community-fdns-presentation-110810090815-phpapp01]

Social Media Metrics

I've written before about social media metrics.  Klout is a live (more or less) indicator of my influence in and on the twittersphere. Peerindex measures influence and reach, too.  I think both interesting measures influence in the twittersphere.  Twitsprout is for the more compulsive among us.

I've put a live widget in the left sidebar of the home page that displays both my Klout score and my PeerIndex.

For those interested,  here's the code for the block:


<p align="center">
    <iframe allowtransparency="true" frameborder="0" height="59px" scrolling="no" src="" style="border:0;" width="120"></iframe>
function block_peerIndex($user) {
    $url = "".$user."&api_key=your_api_key_here";
    $str = file_get_contents($url);
    $json = json_decode (  $str, true );
    if (isset($json['error'])) {
          echo "PeerIndex API Error: " ,$json['error'];
          return false;
    echo "<p style="text-align:center;">";
    echo "<a href='".$json['url']."'><img src=''    border=0 width=73 height=73 align=center></a>n";
    echo  "<br>",$json['name'],"'s (<a href='".$json['twitter'],"'>",$json['slug'],"</a>) PeerIndex is ";
    echo "<b>",$json['peerindex'],"</b><br>n";    
    echo "Get the full story on <a href='".$json['slug']."'>PeerIndex</a>.";
    echo "</p>n";
    return true;
$result = block_peerIndex("sds52");


Social Media Tracking — The Indiana Jones Strategy

I have just posted my 451st tweet.  To what purpose?

hatHow do you measure the effect of your Twitter activity?  I’m using three services, Klout, PeerIndex, and TwitSprout.  These services provide a measure of something, but what do the numbers mean?

I guess the easiest thing to do is to divide my personal social media participation from my business social media participation.  The personal stuff is on my Facebook wall and on Twitter.  It’s political, humorous (maybe), occasionally stupid and meant to be part of an extended, virtual hanging out with friends and some folks who I’d never see in real life.  The analytics here are easy: Do I have any engagement, do they seem to enjoy my company, and do I enjoy theirs.  It’s personal, not business.

My business related postings are here, on my Facebook page, on LinkedIn, and on Twitter. The goals of these posts are to establish my brand as someone knowledgeable about technology, reasonably literate, and someone you’d like to hire.  The strategy is to read widely and comment, develop interesting analyses, write well, and come off as smart, funny and personable.  (Your mileage may vary.)

The analytic services measure breadth of influence, size of audience, and perceived authority and plot them on a variety of axes.  It’s fun to get a rising PeerIndex score and more Klout, but those are not the ends in themselves.

In the end, the result that matters can be measured on only two axes, fortune and glory.