Food+Bank+for+Monterey+County+-+group+1


 * Food Bank for Monterey County**

Participant Name: Melissa Hartman Web Site: http://food4hungry.org Email: mhartman@food4hungry.org Phone: 831-758-1523

Facebook: http://www.facebook.com/#!/TheFoodBankforMontereyCounty Blog: YouTube: Twitter: LinkedIn:
 * Social Media Presences**

June, 2011
 * Facebook Benchmarking**

Fans: 1263 Total Posts: 15 Total Comments: 6 Comments per Post: 0.4


 * Wiki Journal (please jot down your "next action" and any high level insights you gained from session or questions you have as you implement your homework)**

Why do you want to improve your organization's practice on Facebook?

I would like to build relationships with community members particularly those who are otherwise unavailable to our organization, show them how we work, with whom, and why (tell our story), and take those who are interested in our work to a point of involvement that eventuates in financial donations (take potential donors through the process of cultivation, stewardship and solicitation).

Write in your wiki journal your thoughts about creating a social media policy or expanding capacity. Review the social media policy examples and select one item from another organization's social media policy that might resonate with your organization. Write a Facebook Community Guidelines statement.

I am enthusiastic about creating a social media policy. I realize that it might evolve over time.

I reviewed the Ford Motor Company social media policy example and the item I selected is: You speak for yourself, but your actions reflect those of Ford Motor Company Unless you have been authorized by Communications, you cannot speak on behalf of Ford Motor Company. Do not portray yourself as a spokesperson, even an "unofficial" spokesperson, on issues relating to Ford Motor Company. Realize that people may likely form an opinion about the Company based on the behavior of its personnel.

Right now I am the only admin. I usually post items that celebrate community support of the Food Bank, local and statistics/reports about hunger and poverty, and advocacy opportunities. My purpose is to express gratitude and to engage participants. On the rare occasion I am called upon to give an opinion (for example, why does the Food Bank distribute food that contains ingredients such as corn syrup, artificial ingredients, or is highly processed), I take the conversation offline.

First Draft of the Food Bank for Monterey County's Social Media Policy Goals

Making SMART use of relevant online communications' tools to: 1) Strengthen the Food Bank for Monterey County's mission to eliminate hunger in Monterey County 2) Strengthen and expand our outreach to our community, including new audiences, in order to build meaningful connections and partnerships now and in future between our supporters and recipients

Online Communications' Model Increasingly social media informs and shapes our professional and personal relations and communications, affording us an ostensible, if not actual, community previously and otherwise unattainable. We are able to reach audiences traditionally unavailable and engage them in our mission. This potential may be realized only with exchanges characterized by mutual respect, if we are to build meaningful partnerships that will extend from present to future donors and recipients. The purpose of our social media is to erase boundaries between these groups, creating understanding both for the need for the Food Bank's services as well as a goal of lessening that need over time through advocacy efforts and creative community partnerships designed to ease financial pressures on low-income Monterey County residents.

Statement of Values and Code of Ethics 1) To maintain a Food Bank for Monterey County presence on our website food4hungry.org as well as on Facebook and actively attempt to engage our constituents as well as new audiences. In addition, as feasible and/or appropriate, we will establish a presence on other social networking sites. 2) To update our constituents on a regular basis on Facebook regarding ways to engage with us including local and national (Feeding America) advocacy efforts as well as to celebrate community efforts to assist us such as volunteerism or special gifts. 3) To encourage experimentation and testing of new social media tools, as feasible and/or appropriate. 4) To encourage staff and supporters to use social media to support us and we, in turn, will support their missions and causes as they align with ours and allow us to engage further with our constituents and community. 5) To ensure messaging consistency to support our mission and advocacy priorities. 6) To ensure confidentiality, privacy and dignity of all constituents, recipients and Food Bank business and information. 7) To moderate online discussion and ensure that no spam, profanity, defamatory, libelous or otherwise inappropriate content be posted to our site(s).

Online Representation The Food Bank for Monterey County will be represented online by the Development and Communications Director, Melissa Hartman, M.P.W., as of August 24, 2011, reporting directly to Executive Director, Leslie Sunny. The Executive Director may appoint another designated representative, as appropriate. Questions/Issues following our August 26, 2011 session: Thanks for the call today!

A few other things:

1) my insights show me: when I post a "feel-good" item (girl scouts volunteering, a small amount donated by a local grocery outlet store) that generates far more traffic/comments than when I post anything "weighty"--hunger studies, call to actions, etc. My demographic is 33% aged 13-34 and 22% 35-44% and my daily story feedback is here:

[|http://www.facebook.com/insights/?sk=po_367801508805&ref=pdem#!/insights/?sk=pa_367801508805]

This is an fantastic insight! You might want to screen capture the chart/graph. What does that tell you about your content strategy?

So I think my demographic is skewed younger and they are not much interested in anything but local and positive items.

2) Analytically speaking for a moment, I can see this as useful down the line in terms of conversion but my board/exec dir wants to see FB= $$$. I sent them this email last week:

"According to Non Profit Social Network Survey, 80% of respondents have a staff person dedicating 25% of their time to social media 40% have raised money, BUT: a good chunk have raised less than $500 in last year

Why? Don't forget this incredibly important quote, ever:

It's still all about building relationships, telling your story, and taking potential donors through the process of cultivation, stewardship and solicitation"

3) Can this insight be incorporated into SMART objectives/how?

yes, if you are talking about the quote:

Telling Your Story: create into a capacity objective To post x number of positive and inspiring stories about people being helped by Food Bank per week until x date

Donor Cultivation: result To identify and build relationships with x number of potential donors that we connect with via Facebook by date

Building Relationship s: This is about engaging people with your content To increase number of contents per post by x

4) Is it all right to make my SMART objectives capacity-building based? (I will post more, at different times, etc.?) I don't have the time or buy-in right now from senior staff to spend much time on FB and I can't afford to "donate" time.

yes -- have you thought of recruiting and working with a volunteer?

Yes. I have to think more about a job description and whether I have the time for adequate volunteer training and management.

5) I have spent some time building my linked-in connections (nearing 800 and in 7 discussion groups). Do you know whether it is ethical to "promote" our FB page on Linked In and if so, where to find the guidelines? I have seen cautionary notes posted about this issue already in several discussion groups. We've been noticing an increasing number of off-topic and promotional messages of late and wanted to put out a fresh reminder that we aggressively delete such items. This group is reserved for discussions and articles that are of direct interest to people who work for nonprofits. Off-topic messages, announcements of fund raisers, and flat-out promotions are out of bounds. Thanks for helping us keep this space productive and interesting. This is an amazing group. Let's keep it that way.

Maybe you could try to recruit a volunteer from LinkedIn? Here's http://learn.linkedin.com/nonprofits/

Thanks, Beth. I checked out all your resources.

Our SMART Objectives: My own reminder: SMART stands for Specific, Measurable, Achievable, Realistic and Time-Bound From:

How to Write Smart Objectives That Matter (& Are Measurable) by
Veronica Maria Jarski

"To have a goal that you can measure, make sure that it is: **s**pecific (you know what you exactly want to do), **m**easurable (you’ve got the right analytics tools in place), **a**ttainable (i.e., realistic), **r**esults-oriented (you actually accomplish something) and **t**ime-bound (you have a deadline)."

Our SMART Objectives are designed to attain 1,500 likes within 6 months. Our followers will realize a closer connection to the Food Bank for Monterey County's profile in the community by understanding the types of support we receive and give. Our audience will feel good about what we are doing and the positive way we engage with our constiuents and supporters. They will see that we are compassionate, professional, financially strong, accountable and transparent. They will be motivated to offer virtual and actual support of their time, talent and/or finances. We will use Facebok insights to track the success of our post timing and content to see what works best and then develop a strategy from there (i.e. we will post an average of three "feel-good" items and one "educational" item weekly).

=
During September, Hunger Action Month, I have been attempting to post every weekday--4 feel-good items and 1 educational item. I have increased my likes by 9 only, even after posting to over 400 friends and to our over 1,300 page likes.======


 * Homework for October Session:**


 * What are benchmarks? What are KPIs?


 * KPIs are key performance indicators. They are the statistics one uses to measure the target audience's engagement with the organization's messaging. **
 * How to define the perfect KPI
 * According to Ms. Payne's checklist, there are a number of ways to determine important KPIs, but I would say, now in particular after Facebook's changes and even the death of Steve Jobs and the ensuing perspective(s) published about the interactivity of digital media, a perfect KPI may be impossible to define. A further disclaimer includes that I am a team of one!**

Make a list of the search terms, e.g., companies, benchmarks, subjects, topics, issues or peer institutions you need to know about.


 * List: Our community leaders, other County nonprofits, Feeding America's emphasis on various topics, content and tonality of my Facebook posts, interactivity with my target audience, reactions to feel-good iteams including our community presence and volunteers, and cross-posting with others previously mentioned on this list on Facebook as well as our website.**

□ Decide if your program is domestic, international or some combination of the two. **Domestic**

□ Make a list of the channels you need to monitor: **Facebook primarily; I also use Google alerts**

o Traditional media--**yes**

 Network TV--**yes**

 Cable TV--**no--not until the holidays until we purchase media**

 Radio--**yes**

 Do you need actual tapes or will transcripts do?--**neither at this point, but I could be convinced of their utility--I simply don't know much about their use**

 Newspapers--**yes**

 Magazines--**very few, except Carmel Magazine--one of our Board Members works there and is very kind about running free ads and covering our events**

 Trade publications--**very few--there is a Growers and Shippers magazine which often runs stories that are related to us in some way--such as ag leaders and their charitable and promotional activities**

 Analyst Reports--**I don't think these are applicable, but then again I may not fully understand what is meant**

o Online Media--**yes-**

 Online versions of traditional media--**yes**

 Online only publications--**yes**

o Social Media

 Institutional Blogs (ones that originate within your organizations)--**don't have one--cardinal sin I know**

 External Blogs--**Feeding America; major online versions of print materials like NYT and WSJ; occasionally monitor other food bank blogs and charitable evaluator blocks like Charity Navigator**

 YouTube--**not often--just for fun**

 Flickr--**Almost Nevr (get it--bad joke?)--another cardinal sin-**

 Twitter--**occasionally--it's so repetitive about stories that come in over rss feeds--I will tune in to something major like President Obama's Linked In appearance and follow the twitter feed, but it seems mostly a rehash--although I recognize fully the importance of tweeting events around the world as they happen that may not have access to traditional coverage**

 Facebook--**always, but am confused now by everything I seem to have to monitor and how little cross-posting is getting me--also I find that except for the SPCA, there is little organizational facebook posting by organizations in our county**

 MySpace--**not in years**

 Linked In--**every day, almost 1K connections; participate in 6+ groups**

 Social Bookmarking Sites (Digg, Delicious)--n**ot yet** Virtual reality sites (Second Life)--**only in my personal life. Not having to do with the Food Bank. I love it!**
 * Networked learning with benchmarks

 List Serves--**not usually.**

 Forums--**Yes, several--including Linked In, Development Forums, Feeding America Marketing, Cause Marketing, Communications, etc.**

□ Make a list of the quantitative data you will need:

o number of mentions--**yes--but do you mean the actual number?**

o number of comments--**yes**

o length of Facebook thread--**interesting--yes!**

o number of YouTube or Flickr views or comments or votes--**not at this time.**

o number of Twitter followers--**not at this time. I had a bunch of people follow me such as a valet service I had engaged for an event; I figured it was irrelevant**

o opportunities to see (OTS) a.k.a. impressions--**yes.** Google Rank

o Other rankings

 Twitter authority--**don't know anything about it.**

 Technorati authority--**don't know**

 Industry authority--**don't know**

□ Make a list of the qualitative data you will need:

o Tonality: positive, neutral, balanced or negative--**yes**

o Spokesperson quote--**that would probably be me**

o Affiliation of Spokesperson--s**elf**

o Messages content: amplified, full, partial, incorrect negative or none--**yes**

o Individual messages communicated--**yes**

o Issues discussed--**yes**

o Subjects mentioned--**yes**

o Lines of business mentioned--**not sure**

o Dominance of mention--**unsure**

o Prominence of mention--**yes**

o Recommendations/reviews--**beginning to understand**

o Brand benefits mentioned--**beginning to understand the importance of these**

o Accuracy of mention--**mostly seemingly out of my control!**

□ Estimate volume of mentions using Google News or Technorati.--**using Google**

□ Decide if you need an automated system, random sampling or manual review. **Need some time**

□ Decide whether you will be doing this work in house or will need measurement partners. **Inhouse**

□ Create an RFP that allows you to accurately compare vendors (apples to apples). Include your

best guess as to the volume of mentions and a full list of what you need to track.--**not there yet** Reflection Questions:
 * What do you need to benchmark to put your SMART objectives in a context?--**This is evolving for me. The insights are changing as more people post what seems to me trivial messages and/or overpost and repost banalities, including feel-good messages and posters**
 * What is an easy and simple way to implement benchmarking?--**Still evolving**
 * What are your KPIs?--**Mostly now just following Google alerts, Facebook posting, and Linked In connections and discussions. I haven't formalized this yet. I hope to spend more time thinking about this analytically as well as intuitively.**

How will you promote your Facebook page through other channels? **Email signature, business cards, website feed, all printed materials**

 How can staff or volunteers help? **Place in**
 * Email signature, business cards**

 Think through the design for a custom landing page:**Not there yet**

o Value at glance--**do not understand**

o Objective--**do not understand**

o Call to action--**have done so on a limited basis with very little response or interest**

o Use Pagemodo--**do not understand--have to research**

Tactics


 * 1: Put your fan page URL in your email signature--**Yes**


 * 2: Write a blog post about your facebook page or point to a thread--**No blog**


 * 3: Tag other, well‐trafficked fan pages in your updates--**always**


 * 4: Ask your Twitter followers to join your fan page--**N/A**


 * 5: Invest in Facebook ads--**haven't done**


 * 6: Put a fan page widget on your blog or website--**haven't done**


 * 7: Call to action to join on your web site--**yes**


 * 8: Put your fan page URL on your business cards--**yes**


 * 9: Put a link on your personal Facebook profile--**nope--no personal-professional connection; feel strongly that personal life is off limits for Facebook**


 * 10: Harness the power of your team--**what team**


 * 12: Put a tag in your YouTube videos--**YouTube backfired for us a few times; have no buy-in from superior**


 * 13: Put your fan page URL on your Twitter profile background--**don't use Twitter anymore**


 * 14: QR codes for your page--**asked webmaster; ignored!**


 * 15: Use your fan page (Invite friends on upper right)--**have done**


 * 16: Add a Like box--**don't understand where**


 * 17: Use targeted keywords in a Google AdWords--**no budge**t


 * 18: Redirect your webinar guests to your fan page--**don't have webinars**


 * 19: Put your fan page URL in your Keynote/PowerPoint--**don't use anymore**


 * 20: Use the join short code--**must research**


 * 21: Recruitment Campaign ‐ giveaways--**can't figure out what would be appropriate or desirable to give away**

Engage with your fans daily--t**ry to--4-5 days per wk**
 * 22: Basic SEO for your page--**must do more research**

 Short

 Visual

 Questions--**have done 2-3 week; am bombarded with others' questions and am bored by it all to tell the truth**

Brainstorm different types of questions related to your objectives or programs

Type Question--**do you mean to type an actual question? Sorry, don't understand**

Specific **Yes**

Yes or No **Yes**

Timely **Yes**

Edgy **No**

Photo **No**

True or False **No**

Direct **Yes**

Preference **Yes**

Fun **No**

Events **Yes**

Experience **Yes**

Humanistic **Don't understand**

Tips **No**

Mad Lib **No**

Always Be Commenting **Try to**

fast (within 24 hours) Except weekends--**like to be Facebook-free and enjoy children, do chores**

many (respond to everyone) **yes** many (respond to everyone)

often (make commenting core to your Facebook activity) **yes**

Checked out nutshell--**don't want all that info to be connected at present**

__**Beth, I hope you don't think these answers are spurious or ill thought-out. There seems to be a lot of info, and I will keep going at it over the next few weeks. Also, at this point I feel strongly that I do not want my personal information--my life, my schools, my hometown, my children, to be part of the social networking I do for work. While I am coming into an understanding of social media's, especially Facebook's, professional utility, I lag behind in terms of its use as a means of "interpersonal," intimate communication. Facebook owns and controls Facebook. We don't own or control Facebook. **____**Amongst other things, Facebook is fundamentally a corporate and commercial enterprise. **__

__**I am fine with giving up all ownership and control in order to further my professional and charitable goals. I feel different when it comes to my personal life. Yet people ("users") post intimate details and moments of their lives. I find this perplexing and frankly don't understand this disregard and dismissal of personal privacy--the willingness sometimes to "give it up" and "put it out there" to anyone and everyone. I simply may be paranoid being married to someone who does criminal law. I imagine my children's identity/location being misappropriated. I don't know! **__

__**Welcome your views anytime about this issue or my homework answers or anything else ANYTIME you have any time. Thank you for everything. **__

//11:00 am PST - 2:00 pm EST// This one-hour session will introduce the program, expectations, and provide time for questions. Group 1A Group 1B Resources and Materials
 * July 29, 2011:** **Orientation**

August 4, 2011: How To Create a Facebook culture inside your organization
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

**Resources and Materials** August 26, 2011: SMART objectives and measurement strategy **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

September 23, 2011: Recruitment and Engagement **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

October 28, 2011: Content Strategy **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

November 18, 2011: Brand Ambassadors **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST'//**

December 16, 2011: Learning from Measurement **Resources and Materials**
 * //Group 1A: 11:00 am PST - 2:00 pm EST//**
 * //Group 1B: 1:00 pm PST - 4:00 pm EST//**

January 6, 2011: Learning Culmination** //Group 1A: 11:00 am PST - 2:00 pm EST// //Group 1B: 1:00 pm PST - 4:00 pm EST// Resources and Materials