How to Use Social Media for Social Good
Transcription
How to Use Social Media for Social Good
How to Use Social Media for Social Good Stories and Tips for Awareness, Fundraising, and Community with Social Media © 2013 Salesforce.com Foundation. All Rights Reserved . Proprietary and Confidential 0213 How to Use Social Media for Social Good Table of Contents Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Chapter 1 / How to Generate Awareness with Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Chapter 2 / How to Fundraise with Social Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Chapter 3 / How to Develop a Social Media Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Chapter 4 / How to Engage with Your Social Media Community . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Chapter 5 / How to Conduct Research with Social Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Chapter 6 / How to Measure Your Efforts with Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 2 How to Use Social Media for Social Good Introduction Social media has the power to make the world a better place and it’s apparent that the nonprofit sector recognizes this. Surveys revealed that 98% of nonprofit organizations have a Facebook presence, and 72% are establishing themselves on Twitter. 98% of nonprofit organizations have a Facebook presence Regardless of size, all organizations can benefit from being engaged online. Success will come when you can determine your biggest needs and create a strategy that works within your resources and budget. This ebook explores the stories of nonprofits maximizing social media for awareness, fundraising, community growth, engagement and more. It also includes key takeaways so you can use social media for social good starting now. © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 3 How to Use Social Media for Social Good Chapter 1 / How to Generate Awareness with Social Media Social media can help you deliver your message to a new, larger audience than traditional media. This lends itself perfectly to generating awareness. Whether you’re a new organization looking to introduce yourself, or you’re working to relaunch an existing cause, social media can help. The Montreal Children’s Hospital: Raising Awareness of Organ Donation The Montreal Children’s Hospital uses social media to get people to sign on the dotted line. Organ donation is a very important issue, but it’s not top of mind for most people. For 15 year-old Vincent Lambert and his family, however, organ donation is the number one thing they think about: they spent eight months in the Montreal Children’s Hospital’s Pediatric Intensive Care Unit waiting for a heart donor. When Vincent was just three months old, a virus attacked his heart and his health has been declining ever since. In the spring of 2011, he entered full-blown heart failure. Since September 18th, 2011, Vincent has been kept alive by a Berlin heart, a mechanical device that beats in place of his own heart. He is patiently waiting for the news that a heart donor has been found so he can undergo a muchanticipated heart transplant operation. And while he is on the top of the pan-Canadian transplant list, it doesn’t make waiting any easier. The hospital is a tough place for a teenage boy to spend Christmas, birthdays and special occasions. With the help and support of her small team of colleagues, Pamela Toman, a Public Relations and Communications Officer for the hospital, decided to try social media as a way to share Vincent’s story and increase awareness about the importance of organ donation. Pamela was able to quickly craft a social media strategy that focused on Vincent’s story. The hashtag #Aheart4Vincent was created and the campaign got off to a great start. Using Salesforce Marketing Cloud, Pamela has been able to track the hospital’s efforts, find influencers and gauge the reach of the campaign. In just a few short days, Pamela saw the campaign gain momentum with thousands of mentions, several stories on national news broadcasts, and a host of support from well-known personalities including star players from the Montreal Canadiens, members of Simple Plan, Ben Mulroney and Ronnie Magro from Jersey Shore. © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 4 How to Use Social Media for Social Good Social media has been a great tool to raise awareness about organ donation, and it has also given Vincent the chance to connect with other people who have gone through the same experience. During the social outreach, he heard from several people who received heart transplants. With a newfound love for social media, Vincent has created his own Twitter handle @ VincentLamber15 and is Tweeting up a storm from his hospital bed. We are so excited and pleased to see that our message is reaching people across Canada, and more importantly that it is resonating with the public. We want people to really stop and think about organ donation, and ensure that they make their wishes known to their families. Pamela Toman, PR and Communications Officer, Montreal Children’s Hospital Download Case Study Tips to Generating Awareness with Social Media •Develop relationships with other organizations. Use the social web to develop contacts within similar organizations. This not only creates awareness of your nonprofit, but it allows for a transfer of information. It gives you the opportunity to ask questions and share stories so you can learn from each other. •Be a helpful resource. You’ve got the facts, statistics, research, and institutional knowledge already, so make it work for you. Increase your reach by providing resources for sharing information and best practices. This can be a resources section on your website, a tab on your Facebook Page or your own forum. Then, Tweet and post your knowledgeable tidbits and link back to the original source to drive web traffic. •Let the passion for your cause come out and highlight the stories that tug at heartstrings. Facts and statistics are important but they are often abstract and difficult to personalize. Instead, use pictures, videos, and a narrative to tell the human stories that inspire. © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 5 How to Use Social Media for Social Good Chapter 2 / How to Fundraise with Social Media Think of social media as an extension of all of those coffee meetings you attend with prospective donors – instead of meeting at your local cafe to discuss their interest in your cause, social media helps you create bonds online, giving you the power to build strong relationships with more people, regardless of time or location. Walk for Cure with the Scleroderma Foundation: Get Your Supporters Moving with Social Media The Scleroderma Foundation, a national organization dedicated to supporting the thousands of people living with this chronic connective tissue disease, aims to realize their three-fold mission of supporting, educating, and researching treatment and potential cures. Understanding the importance of educating the greater community, they set out to make an impact on social media. Looking for an innovative way to improve awareness surrounding scleroderma, the Southern California Chapter partnered with OrgSpring to develop an online video sharing campaign called Walk for Cure. The campaign aims to empower scleroderma patients and their supporters through the collection of inspirational stories, and ultimately attract new contributors and supporters, while promoting their walka-thon charitable events. Using a custom installation of popular blogging site Wordpress, the Walk for Cure site invites both patients and their supporters to upload videos they’ve created that share their experiences of living with the disease. All comments on the videos are linked to Facebook, meaning that the videos and comments are shared on the commenter’s Facebook News Feed – allowing for additional exposure. Not limiting their social engagement to the Walk for Cure website, the Scleroderma Foundation team has been actively engaging with, and monitoring, the social web. “Using Salesforce Marketing Cloud we’ve been able to find thousands of posts in places on the web we would never have thought to look previously. In a short time, we’ve been able to leverage those relationships into a few feature stories, website reviews, and shares on social media channels like Facebook, Twitter and Google+.” –Craig Grella, Co-founder, OrgSpring © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 6 How to Use Social Media for Social Good The empowerment their community felt from sharing Using Salesforce Marketing Cloud stories online surpassed the we’ve been able to find thousands of expectations of the posts in places on the web we would Scleroderma Foundation. Enabling the Facebook never have thought to look previously. commenting feature allowed the In a short time, we’ve been able to Scleroderma Foundation to leverage those relationships into a few grow their Facebook following feature stories, website reviews, and by over 650 fans in less than shares on social media channels like one month, helping their message reach more than a Facebook, Twitter and Google+. quarter of a million people. The Craig Grella, Co-founder, OrgSpring Walk for Cure site has 6,000 pageviews, with an average duration of more than three minutes – triple the web average for similar sites. Of those 6,000 page views, 35% of their visitors returned multiple times to view and share new content. They’ve also seen their web rankings raise consistently – and have broken into the first page of Google for several keyword searches – a big success when you’re up against larger, well-known charitable organizations. And these social benefits have resulted in real fundraising success. Donations to the campaign are nearing $15,000, with one generous donor pledging $100 for every video uploaded to the site. Tips to Fundraise with Social Media •Use your social presence to create new relationships and strengthen existing ones. Updates about your programs, mission, and events will show your followers that the money you are asking them to donate is going to active causes. •Fundraising campaigns have goals, as well as set time frames, and so should your social media fundraising. Your organization may have an annual event that you want to coordinate your social media outreach, but you should consider leveraging your community for separate online campaigns. •Once you’ve created your campaign and call to action, make it easy for people to donate. Don’t bog them down with having to fill out detailed forms. Get the essentials (name, address, email, and payment info) and let them be on their way. The more work someone has to do to donate online, the less likely they are to give. © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 7 How to Use Social Media for Social Good Chapter 3 / How to Develop a Social Media Community Not only does the social web provide opportunities for community building, it encourages it. Developing a social media community is a powerful way to draw connections between people that may have never met, but share many of the same life experiences. You don’t need to create your own social network to start an online community. Use existing resources like your blog or Facebook and Twitter to join conversations, share content, and answer questions. Becoming more involved with your community will enhance your organizational transparency, and put a human face on the causes you support. Viral Technologies and Let’s Get Ready!: Teaming Up for Social Good The Chase American Giving Awards are the first ever celebrity tribute to community heroes. Chase was offering five nonprofit organizations an opportunity to share in two million dollars in grants. One of those in the top five was Let’s Get Ready!, a nonprofit organization based in New York City, that believes all students, regardless of socioeconomic background, should have the support they need to reach higher education. Let’s Get Ready! provides students with free SAT prep and college admission counseling. When they learned they would be competing in the American Giving Awards, they reached out to the team at Viral Technologies, a market intelligence company, and asked for their social media knowledge and resources to help win much needed funds for their organization. We couldn’t be happier to be teaming up with such a worthy non-profit organization. We’re looking forward to leveraging the power of Salesforce Marketing Cloud to reach a broader audience in the social space to help increase the votes for Let’s Get Ready! Steve Reeves, Former Director of Market and Business Development, Viral Technologies © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com At the start of the program, social media users voted for their organization of choice once per day until the contest ended. The nonprofit with the most Facebook votes by the end of the contest won one million dollars for their organization, with the rest of the grant money being allocated to the four remaining finalists. Viral Technologies used Salesforce Marketing Cloud to help Let’s Get Ready! reach a broader audience across the social web. 8 How to Use Social Media for Social Good “We couldn’t be happier to be teaming up with such a worthy non-profit organization. We’re looking forward to leveraging the power of Salesforce Marketing Cloud to reach a broader audience in the social space to help increase the votes for Let’s Get Ready!” –Steve Reeves, Former Director of Market and Business Development, Viral Technologies. Let’s Get Ready! won second place in the Chase Giving Awards and took home $500,000 to help students obtain post secondary education. But even more, they created a strong social media community in one week. This included: •Twitter following increased by 10.3% over the course of the voting period •Twitter follower growth rate was 7% higher than the other four competitors who all gained followers at a rate less than 3% •Facebook fans doubled over the course of the voting period •Mentions of Lets Get Ready! across the web increased by 80% over the course of the voting period (mentions of their biggest competitor only increased by 66%) Tips to Developing a Social Media Community •Find the influential voices in your industry. There are influential voices in social media that may come in the form of bloggers or super Twitter users. They have opinions, ideas and a following. By connecting and developing relationships with these social media leaders, you can further spread your message and have a supportive voice in the community. •Spread positive messages to gather interest. Sharing positive volunteer experiences might encourage those in the social space to learn more about you or share your message with others. •Thank your community. Whether it’s a donation, a comment on your blog or a helpful recommendation, it’s important to remember that people who make an effort to assist you need to receive tangible acknowledgement. This will not only deepen your relationship with that individual (and perhaps lead to future donations) but it will encourage others to do the same. © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 9 How to Use Social Media for Social Good Chapter 4 / How to Engage with Your Social Media Community Social media allows you to be in direct contact with your volunteers, potential donors and employees about everything from events to crisis situations. American Red Cross: Digital Operations Center Eighty percent of Americans expect that emergency responders will monitor social networks, and a third assume that posting or Tweeting a request for help during a disaster will get them help within an hour, according to a 2011 Red Cross opinion poll. Photo courtesy of Dell, Inc. To meet those expectations, in partnership with Dell, the Red Cross launched a Digital Operations Center to help monitor and respond to 70,000 crises per year — from house fires to hurricanes. Red Cross staff and digital volunteers listen to online conversations, and interact directly with people who need help or have questions. They are equipped to rapidly share life-saving safety and preparedness information and match up people to resources. One of the most helpful components of the Digital Operations Center is the global heat map, which starts glowing the moment significant social media activity begins to happen. Sending disaster workers on the ground to find out exactly where the needs are can take days. The Digital Operations Center allows the Red Cross to spot trends and help disaster workers make smarter decisions about local needs and problems. © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 10 How to Use Social Media for Social Good How to Engage with Your Social Media Community •Dissect your social media data to find insights that benefit your community. For instance, through social media monitoring, you may uncover cries for help in your community. It could even be as simple as a missing cat or larger issues around crisis management. Uncover these stories and find ways to get involved. •Promote your events. Do you have a signature event that gets your volunteers and donors excited every year? Whether it’s a golf tournament, walk-a-thon, or charity gala, attract an even larger following by sharing your message on the social web. •Share messages about others more than messages about yourself. Social media can be an excellent platform for raising money, but make sure that’s not the only way your organization uses it. Retweet other organizations’ posts, share web content relevant to your industry and post kind words and questions. This will round out any solicitation requests and give your brand more community involvement. It’s going to give us a better idea of what is going on on the ground. During an emergency, information is like gold. It is so valuable. And we know that the more information that we have during an emergency, the better we can serve those people that need our help. Gail McGovern, President and CEO, American Red Cross © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 11 How to Use Social Media for Social Good Chapter 5 / How to Conduct Research with Social Media If you thought your organization couldn’t afford to conduct research, social media is here to help. From focus groups to interviews to surveys, social media is your readily-available, real-time research shop. ReachOut.com: Using Social Media to Create Connections Around Mental Health According to Inspire Foundation, tragically, the leading cause of death among young Australians (14-25) is suicide. To tackle this issue, the Inspire Foundation provides services aiming to improve young people’s mental health, wellbeing, and support them through troubling times. Inspire Foundation delivers its flagship service, ReachOut.com, to provide anonymity, help and support 24 hours a day, and enable accessibility to young Australians in remote regions. ReachOut.com allows them to help thousands at any one time. While the site has been around since 1998, the context in which young people are growing up has changed dramatically in the last decade. With this in mind, the Inspire Foundation team found a need to adapt their approach to marketing ReachOut.com, and to actively try and reach young people through social media. In order to do so effectively and appropriately, it was critical to gain an understanding of their audience’s conversations - on a range of topics - and gain insight into their needs. Nathalie Swainston, Brand and Marketing Manager of Inspire and ReachOut.com, saw an opportunity to ensure that the new version of ReachOut.com reach those who need the services, not only through the new site, but through a broader multi-channel approach. To better understand how young people were talking about mental health issues, the challenges they faced, and how they cope with issues like bullying, drug and alcohol abuse, and stress, Swainston and the team turned to social media. Using Salesforce Marketing Cloud to find thousands of conversations online, they were able to gain valuable insight into the language used to discuss these topics, as well as understand what obstacles prevent young people from getting the help they need. They were also able to target those that were very active and influential in conversations around mental health and related topics. “Social media has proven to be an amazing research channel for us. We are able to learn first-hand how young people are discussing mental health issues, and take this information and adjust the language and messaging of our site. Not only this, but by delivering the service through social channels, we’re bringing important conversations to them, in appropriate ways, in the spaces where they already are.” – Nathalie Swainston, Brand and Marketing Manager, Inspire Foundation, ReachOut.com © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 12 How to Use Social Media for Social Good This not only gave the team a chance to perform cost effective research and understand their target audience better, it has also helped them track media efforts and special projects. It has allowed them to share valuable insight with their supporters and donors. This past year, there’s been a 27% increase in the number of young people getting help from ReachOut.com and that the most engaged of those users are coming from the ReachOut.com social channels. Using Salesforce Marketing Cloud has helped shape the content and language of ReachOut.com both for their website and social media channels, such as Facebook and Twitter. They used this research to supplement the input from hundreds of young people, helping to build a solution that is for and created by young people Social media has proven to be an amazing research channel for us. We are able to learn first-hand how young people are discussing mental health issues, and take this information and adjust the language and messaging of our site. Not only this, but by delivering the service through social channels, we’re bringing important conversations to them, in appropriate ways, in the spaces where they already are. Nathalie Swainston, Brand and Marketing Manager, Inspire Foundation, ReachOut.com Download Case Study © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 13 How to Use Social Media for Social Good How to Conduct Research with Social Media Use social media to uncover: •The language of your constituents. Use that knowledge to shape the content and messaging you use to communicate. •Understand market demographics to determine your best target audience. •Find relevant conversations via Twitter chats, hashtags, Facebook groups, etc. •Determine the most popular social media channel(s) for future messaging. •Gather feedback via surveys and polls. © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 14 How to Use Social Media for Social Good Chapter 6 / How to Measure Your Efforts with Social Media Measuring your initiatives is an important aspect of understanding how your social media efforts are performing, but many find it difficult to identify the specific metrics they need. The most important piece to remember is to develop a measurement framework that relates to your objectives. UNICEF: Measuring Their 2012 Flagship Report with Social Media UNICEF dedicated the 2012 edition of its flagship report, The State of the World’s Children 2012: Children in an Urban World, to the situation of children growing up in urban settings. Almost half the world’s children now live in urban areas; the report calls for greater emphasis on identifying and meeting their needs. The goal of the communication strategy was to raise general awareness of the issue and offer information and facts for grassroots advocacy. Social media has become an integral part of UNICEF’s outreach strategy for main publications and campaigns. Using Salesforce Marketing Cloud, UNICEF analyzed the social media conversations on Twitter, blogs and mainstream news. The objectives for their monitoring approach was: 1. Earned Media: How do we get picked up – when, why and where? 2. Owned Media: Which regional and country offices support the launch? 3. Endorsement: Who are our most effective Goodwill Ambassadors? Earned Media UNICEF started by defining earned media as public attention gained through channels that are out of your own control and influence. You can’t pay users to talk about the report; nor can you tell them explicitly what to say. Trending the amount of mentions over time helps to get a first glance into the earned media. Whenever a user mentions UNICEF in their post, they conclude that as earned media. The above chart represents the conversations about UNICEF between 28 January and 6 March 2012. Altogether they recorded close to 130,000 conversations around UNICEF across various social media channels. The graph shows that social media conversations about UNICEF occur cyclically. Similar to tides, you can see increased frequency of mentions during weekdays, whereas there’s lower participation on Saturdays and Sundays. © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 15 How to Use Social Media for Social Good Before UNICEF analyzed the launch of the report, they looked a few weeks before the event. In early February 2012, they monitored a peak around the Tap Project by UNICEF USA. The following week’s conversations are dominated by discussions around the situation in Syria. Traditional media reported that, according to UNICEF, at least 400 children had been killed in Syria as of the end of January 2012, with a similar number detained and many reported to have been subjected to torture and sexual abuse. The data shows that this information was widely picked up by mainstream media and Twitter channels. Why does this information get picked up by the public over others? UNICEF suggests five different characteristics for this case: 1. Consonance: The information reflects wide public sentiment that the violence in Syria needs to stop. Users are more likely to pick up messages that reflect a broader public opinion. 2. Urgency: The information is part of the breaking news and adds an exclusive value to the media coverage. 3. Negativity: Bad news has a tendency to be covered more broadly compared to positive news. 4. Continuity: Mainstream Media like to report about developments over a period of time. The information helps to keep the coverage going and adds another level to the scope. 5. Personalisation: The information puts the people in front of the event itself and allows the user to tell a human story behind the numbers. The Day of the Launch The all-time peak during the observed period was February 28th, as UNICEF launched “The State of the World Children” report. On the day of the launch, they recorded nearly 3 times more mentions than the daily average in the time period. UNICEF recorded conversations in 159 countries/regions worldwide, which captured the global importance of the report. They also saw that 52% of all posts were from the USA. They reached countries in developed as well as in developing countries. Previous eventbased monitoring efforts suggest that the buzz around an event fades out after two-three days. The momentum kept up during the following week, levelling out above the daily average. © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 16 How to Use Social Media for Social Good UNICEF took this moment to look into the content of the social media buzz. What triggered the conversations? According to the word clouds, the peak during the launch can be attributed to five factors: 1. The launch of the report was mentioned in more than 2,000 mainstream news websites, which increased the level of buzz considerably. 2. Nearly 3,000 blogs talked about the launch of the report. 3. The official launch of the report in Mexico City with President Felipe Calderon triggered a lot of buzz, especially in Spanish speaking communities. 4. The hashtag #SOWC2012 and the proposed messages from the social media package had high mention and retweet levels. 5. The engagement of some Goodwill Ambassadors, such as Ricky Martin, Danny Glover etc, triggered new conversations. Owned Media The majority of mentions occurred on Twitter (82%), but Twitter was highly fluctuating for UNICEF. The Twitter mentions were high on the day of the launch but they faded out as quickly as they rose. This is a contrast to blogs and mainstream news that had a tendency to mention issues in a continuous frequency. UNICEF was highly decentralized with more than 190 country offices. Therefore, it was generally a challenge for them to keep track of local Twitter channels. Using the monitoring approach enabled them to identify 74 UNICEF affiliated Twitter accounts. UNICEF decided to do a qualitative analysis of the posts and found out that nearly 80% of them used proposed messaging and the proposed hashtag #sowc2012. If you imagine the size and the level of decentralization in UNICF, the monitoring approach saved a lot of time in observing the work of their country peers. Endorsement Finally, UNICEF wanted to learn more about the impact of our Goodwill Ambassadors (GWA). They were the first of many NGOs to enlist the help of celebrities. Danny Kaye pioneered the role of Ambassador© 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 17 How to Use Social Media for Social Good at-Large in 1954; it was later taken on by Audrey Hepburn and others, building up into the current distinguished roster of international, regional and national goodwill ambassadors. UNICEF automatically determined the influence of a GWA by the total number of fans and followers. In that case, Shakira, with more than 48 million fans on Facebook, was one of their key influencers. The monitoring approach added another indicator for influence based on the amount of conversations that the GWA triggered. They used a time period of 18 days around the event. UNICEF identified two different categories of celebrities in social media. On the one hand, they found celebrities, such as David Beckham or Selena Gomez, who trigger buzz around UNICEF by being generally affiliated with the organization. On the other hand, there were celebrities that engage in a particular issue. Looking into the content of the posts showed that Lenny Kravitz is an influential supporter of the Tap Project, which informs about the issues of water and sanitation. Ricky Martin is especially influential on the issue of child trafficking and Mia Farrow is a well-respected voice in the issue of polio in Africa. To conclude, the launch of The State of the World’s Children 2012: Children in an Urban World report generated a high level of buzz that exceeded the average buzz level by three times. The monitoring approach helped UNICEF observe the dynamics in owned and earned media. It proved to be helpful to have a holistic approach in order to assess the consistency of messaging within a highly decentralized organization. UNICEF demonstrated that influence is not solely based on the total amount of fans or followers, but it is within their power to trigger conversations and action around a specific issue. For more information, visit UNICEF.org/sowc2012. How to Measure Your Efforts with Social Media Create strong measurement objectives from the start to help you succeed. These should be: •Specific: Describe your objectives specific to the results you want. Go deeper than “increase brand awareness” to “increase brand awareness by 10% in the next six months via a targeted social media campaign.” •Measurable: You want to use these metrics in the review process to see if you were effective. Having a specific objective will clearly show whether results were met. •Achievable: Often “100% customer satisfaction” isn’t realistic. Your goal of 90% customer satisfaction may be more plausible so consider what’s feasible when setting your objectives. •Realistic: Ensure you have the resources, tools and staff to meet your objectives. •Timed: Get specific with your objectives a time frame. This makes them real and tangible. © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 18 How to Use Social Media for Social Good Conclusion Social media offers non-profit organizations a powerful platform for generating awareness, volunteers, fundraising and more. As you move forward with your social media plan, remember to stick with it. When it comes to social media, perseverance and consistency are key. You might not raise thousands of dollars overnight, but with dedication to maintaining your social channels and growing effective relationships, you’re sure to see real results. Whether you’re just starting your social media journey or looking for some ways to enhance your current approach, we hope this ebook helped you find opportunities for your mission. Learn more about Salesforce Marketing Cloud and the Salesforce.com Foundation. Have questions? Contact us: W www.salesforcemarketingcloud.com E [email protected] T @marketingcloud 1-800-NO-SOFTWARE W f /salesforce.comFoundation www.salesforcefoundation.org T @SFDCFoundation 1-800-NO-SOFTWARE © 2013 Salesforce.com Foundation. All Rights Reserved Proprietary and Confidential http://www.salesforcemarketingcloud.com 19