Transcript

Who Rules Social Media

WHO RULES SOCIAL MEDIA? A LOOK AT SOCIAL MEDIA IMPACT BY NONPROFIT ISSUES PRESENTED BY CRAIG NEWMARK'S CRAIGCONNECTS Environment Health Children Cultural Women The Humane Society of the United States American Society for the Prevention of Cruelty to Animals CARE Susan G. Komen for the Cure American Society for the Prevention of Cruelty to Animals PetSmart Charities Pathfinder international National Disasteno9 Hadassah. The Women's Zionist (ASPCA) MSPCA-Angell Organization of America Foundation Best Friends Society Animal Habitat for Humanity International Planned Parenthood People for the Ethical Treatment of Animals (PETA) American Red Cross 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 A =1 FACEBOOK POST y =1 TWEET Animal 14 Posts #1 Animal 134 Tweets Environment 12 Posts #2 #2 Environment 88 Tweets Disaster Relief 11 Posts #3 #3 Children 38 Tweets Children 9 Posts #4 Culture 8 Posts #5 #4 Cultural 32 Tweets #4 tie Women 32 Tweets Women 7 Posts #6 #5 Health 27 Tweets Health 7 Posts #6 # 6 Disaster Relief 23 Tweets Military / Vets 6 Posts #7 #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 Ehical Treatment of Animals People for the Elhical Treatment of Animals Natural Resources Defence Council Compassion International CARE Natural Resources Defense Council ASPCA CARE 41 Cultural: #1 Children #1 Health #1 Military / Vets: #1 Cultural: #1 Health #1 Disaster Relief: 41 Military / Vets: 16 16 14 10 65 56 53 28 Metropolitan Museum of Art Compassion nternational American Heart Association The New York Public Library Paralyzed Veterans of America United Service American Heart Association ASPCA Organizations "In order to produce quality content on a regular basis, 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 = MORE @MENTIONS = LESS @MENTIONS #2 #3 #5 #6 #7 #8 Animal Environment Military / Vets Children Women Cultural Health Disaster Relief 113 39 32 29 @mentions 24 20 @mentions 18 16 @mentions @mentions @mentions @mentions @mentions @mentions Wendy Harman from the American Red Cross explained their social media strategy: 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. have subject matter 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 =D1@MENTION Animals #1 1 FB Post : 1279 Talking #1 Disaster Relief 1 Tweet : 50 @Mentions Children #2 1 FB Post : 909 Talking #2 Health 1 Tweet: 16 @Mentions Disaster Relief #3 1 FB Post : 655 Talking Cultural #3 1 Tweet : 14 @Mentions Health #4 1 FB Post : 604 Talking Children 1 Tweet : 13 @Mentions Women Military / Vets #5 1 FB Post : 491 Talking 1 Tweet : 13 @Mentions Animal Cultural 1 FB Post : 312 Talking #6 #4 1 Tweet : 13 @Mentions Women #7 1 FB Post : 249 Talking #5 Military / Vets 1 Tweet :9@Mentions Environment #8 1 FB Post: 202 Talking #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 other Twitter Number of Tweets via historical users by nonprofit organizational accounts via a manual count of tweet record on SnapBird.org Twitter mentions of nonprofit organizations via Radianó search historical tweet record on The number of staff involved in social media was gathered through emails and direct interviews with nonprofit staff at the relevant organizations SnapBird.org 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 wWW.CRAIGCONNECTS.ORG common good by helping groups craigconnects helps connect people of good will for 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 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. Animal Disaster Relief Military/Vets

Who Rules Social Media

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A followup to "How the Top 50 Nonprofits Do Social Media". The top five nonprofits listed here in each category were ranked based on total expenses provided by Charity Navigator. Universities, hospita...

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craigconnects

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RAD Campaign

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Social Media
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