Below is a recap of key points from Neff’s recent presentation at UT on social media for nonprofits by Amber Walkowiak.
David J. Neff gave a speech on new media in the nonprofit sphere this morning. He spent a little bit of time explaining new media and then went on to give advice on how to use it.
Old and new media
-Old media had all communication pointing outward toward the audience
-New media has communication pointing both ways and we’re expected to not only listen to comm. coming in from the audience but also to respond to it
Facebook ate many of the old media sites (Xanga, Live Journal, Friendster) and is now the giant of the industry.
Social networks are walled gardens
-You have to have an account to use it
-Further, users must give you permission to interact with them and see their profiles
The first thing you need to do in social networks as a nonprofit is LISTEN.
-Run searches on your brand
-Don’t start broadcasting until you’ve searched yourself and engaged in a few conversations with users.
-Even so, keep the broadcasting to a minimum
Find the key masters.
-These are the people who can open doors to new connections or new ideas.
-They can be anyone. Think about who you’re targeting and who might be able to help you reach them.
Video is sticky and social
-48% of people watch video online (2007 study)
-15% of people use video sharing sites (2007 study)
-Most people share links with friends or watch videos with friends because it’s a social topic
YouTube and Facebook OWN your stuff.
-They hold copyright to everything you upload to their sites.
– Created by American Cancer Society as a multimedia sharing site to tell your cancer story
- More positive atmosphere than on YouTube (YouTube’s comments usually skew very negative)
-Incredible because it’s so targeted
Statesman sells first twitter ad
-Robert Quigley (online editor) for Statesman sold @statesman tweets to MansionofTerror for $150 a pop
-Statesman requires ads to be actionable (coupons, etc.) – MoT was buy 1 get 1 free
-Ad was retweeted 29 times and gained national media coverage
-However, no one showed up to MoT to use the coupon
Brainstorm on why it didn’t work
-Too early in the season for people to care yet
-Maybe Twitter was the wrong medium
-Statesman reaches an older audience than was desired
-Many people forgot to or were uncomfortable mentioning the ad
-Could have had a landing page to buy tickets with a special twitter code for money off
-Be honest (if you tweet an ad, admit that it’s an ad)
-Listen first and be responsive
-Spot trends and make trends
-Speak up/have a voice (don’t be a robot)
Communications Intern, McCombs School of Business
The University of Texas at Austin