WHO RULES NONPROFIT SOCIAL MEDIA?

WHO RULES SOCIAL MEDIA? A LOOK AT SOCIAL MEDIA IMPACT BY NONPROFIT ISSUES PRESENTED BY CRAIG NEWMARK'S CRAIGCONNECTS Environment Health Military / Vets Women Children Cultural Animal Since hiring a full time social media person. ASPCA has seen tremendous growth over the past year: they have 75,000 Twitter followers (their following has doubled) and have surpassed 1 million Facebook fans by thousands. The American Cancer Society "encourages and empowers all staff to be involved in social media in some form." Online Cancer Information Specialist LOOK WHO'S TALKING: Average Facebook Posts Per Week Average Tweets Per Week =1 FACEBOOK POST y =1 TWEET Animal 14 Posts # 1 Animal 134 Tweets Environment 12 Posts #2 Environment #2 88 Tweets Disaster Relief 11 Posts #3 Children 9 Posts #4 #3 Children 38 Tweets Cultural 32 Tweets Culture 8 Posts #5 Women 32 Tweets # 6 Women 7 Posts # 5 Health 27 Tweets Health 7 Posts #6 #6 Disaster Relief 23 Tweets Military / Vets 6 Posts #7 Military / Vets 17 Tweets Most Posts on Average Per Week for Each Category Most Tweets On Average Per Week for Each Category #1 Animal #1 Women #1 Environment #1 Disaster Relief: #1 Animal #1 Environment #1 Women: #1 Children: 31 20 19 17 390 267 96 75 People for the Ethical Treatment Compassion International CARE Natural Resources Defense Council ASPCA People for the Ethical Treatment of Animals Natural Resources Defense Council CARE of Animals #1 Cultural 1 Children: 1 Health #1 Mltary / Vets: #1 Cultural- 1 Health #1 Disaster Relief #1 Military / Vets: 16 14 16 Compassion International 10 56 53 28 Metropolitan Museum of Art American Heart Association United Service Organizations The New York Public Library American Heart ASPCA Paralyzed Veterans of America Association "In order to produce quality content on a regular asis, I formed a social media content team responsible for submitting content for our organization's social networks. The social media content team meets weekly to brainstorm content ideas. plan for upcoming absences, and to discuss any issues that arise." - Elise LaPrade. Senior Director. Online Engagement, Conservation International AND WHO'S BEING TALKED UP: Average People Talking About the Top 5 Organizations on Facebook Per Week Average Weekly @Mentions From Other Users on Twitter Animal: 17,967 people #1 #1 Animal: 1.695 @ Responses Children: 8,752 people #2 # 2 Disaster Relief: 1,168 @ Responses Disaster Relief: 7,134 people #3 # 3 Environment: 701 @ Responses Health: 4,501 people #4 #4 Children: 494 @ Responses Military / Vets: 3,130 people #6 #5 Cultural: 457 @ Responses Cultural: 2,439 people #5 #6 Health: 437 @ Responses Environment: 2,402 people #7 #7 Women: 416 @ Responses Women: 1,859 people #8 #8 Military / Vets: 154 @ Responses "The more you can get people to open up to you. the more they get involved in your organization." Kymberlie Adams, Manager, Social Media Member Communications ASPCA BUT WHO'S TALKING BACK? Average Times Per Week the Organizations @Mention Other Users on Twitter Y = MORE @MENTIONS = LESS @MENTIONS # 1 #2 # 3 #4 #5 # 6 #7 # 8 Animal Environment Military / Vets Children Women Cultural Health Disaster Relief 113 39 32 @mentions 29 24 18 @mentions 16 @mentions @mentions @mentions @mentions @mentions @mentions Wendy Harman from the American Red Cross explained their social media strategy: "We have subject matter experts within our lines of service devoting 30 minutes to 2 hours per day to social engagement in their area of expertise. We're also developing a cadre of digital volunteers to 'deploy' during disaster operations." AND WHOSE WORDS ARE HAVING THE MOST IMPACT? Ratio of Average Weekly Facebook Posts Compared With Users "Talking Åbout This" Ratio of Average Weekly Tweets Compared With the Number of @Mentions From Other Users = 50 PEOPLE TALKING =1 @MENTION Animals #1 #1 Disaster Relief 1 Tweet: 50 @Mentions 1 FB Post : 1279 Talking Children #2 Health 1 Tweet : 16 @Mentions 1 FB Post : 989 Talking Disaster Relief 1 FB Post : 655 Talking #3 Cultural 1 Tweet : 14 @Mentions Health #4 1 FB Post : 604 Talking Children #4 1 Tweet : 13 @Mentions Military / Vets #5 1 FB Post: 491 Talking tie Women #4 1 Tweet : 13 @Mentions Animal Cultural 1 FB Post : 312 Talking # 6 #4 1 Tweet : 13 @Mentions Women 1 FB Post: 249 Talking #5 Military / Vets 1 Tweet : 9@Mentions Environment 1 FB Post : 202 Talking #8 #6 Environment 1 Tweet :8 @Mentions FOR THE RECORD This infographic is a followup to "How the Top 50 Nonprofits Do Social Media" (craigconnects.org/infographic) released in October 2011. The top five nonprofits listed here in each category were ranked based on total expenses provided by Charity Navigator. Universities, hospitals, 501c4's and donor-advised funds are not included in the report. The numbers we have reported were rounded to the nearest whole number. During the week of October 26th we took these lists of the top five nonprofits and generated metrics to determine how different verticals were utilizing social media. We analyzed the following metrics over a 2 month period ending 10/26/2011 People "talking about this" via manual look-up on organizational Facebook Pages Twitter mentions of c Twitter Number of Tweets via historical users by nonprofit organizational accounts via a manual count of historical tweet record on SnapBird.org tweet record on SnapBird.org Twitter mentions of nonprofit organizations via Radian6 search The number of staff involved in social media was gathered through emails and direct interviews with nonprofit staff at the relevant organizations Number of Facebook Posts via manual count on organizational Facebook Pages The number of staff involved in social media was gathered through emails and direct interviews with nonprofit staff at the relevant organizations. It was these metrics that led us to determine how the top nonprofits utilize social media, and whether social media impact varies by area of focus within the nonprofit sector. Animal organizations seem to top the metrics we tracked. However, it is noteworthy that all five of the top animal organizations employ professional staff to work at least part time on social media. While it is interesting to see the variations in social media use by area of focus among nonprofits, the bottom line is that your priority should be to foster conversations, relationships, and interactions within your own community, whether it's 2,000 or 200,000 people. Work to move "your people" up the ladder of engagement. But know it will take an investment of staff time and resources to achieve this. These are the keys to keeping up in the fast-paced arena of social networks. © 2011 CRAIGCONNECTS craigconnects helps connect people of good will for the common good by helping groups who're really effective in areas including military families and veterans, helping find good. effective nonprofits, and who can help restore traditional journalism values like factchecking. RESEARCH & DESIGN BY: RAD wWW.CRAIGCONNECTS.ORG CAMPAIGN The information presented in this infographic is for illustrative purposes only. All data is from third-party applications and is subject to change. Hospitals and schools omitted. Nonprofit affiliates were not listed or researched as part of this infographic unless the affiliates were specifically listed by Charity Navigator as being in the top 5 organizations by verticals. Disaster Relief