Why Should Your Organization Use Twitter?

July 29th, 2009

Twitter, like other forms of media, is a way of communicating with the world about your organization and further developing your brand. But should your organization tweet just because everyone is telling you that “social media is the rage right now?” No, I do not think so. The first question you should ask is, “What does this do for our organization’s brand?” And from there, the next question is: “What exactly is our brand?” While your organization may have naturally (rather than strategically) developed a brand for itself, deciding whether or not to use social media and how you will use social media depends upon the answers to the following questions about branding: What does your organization do and what does it stand for? Who is your audience? Who else is talking to your audience? What do you want to say? How do you want to say it? Once you’ve answered those questions, then you can decide if Twitter and/or other social media tools are right for your nonprofit or business.

 

American Red Cross on Twitter

American Red Cross on Twitter

 
What Do You Tweet About?

 

Much of the confusion about social media applications for businesses and nonprofits is that it is seen as an invasion into one’s personal life or that it is simply used for trivial purposes. But, you control what you publish. If you want the world to know that you are “Eating a burger at Shake Shack, good times!!!” (actual tweet via @hand2handnet) you can. But, if you want to let the world know that: “Ashoka Fellow Jack Sims is making a difference, one toilet at a time. How is he doing it? Your chance to find out & ask.” (actual tweet via @changemakers) you can do that as well. You can use Twitter as a means to publish headlines about activities your organization is conducting, events you are planning, conferences you are attending, and relevant news articles you are reading. You can even publish a headline about eating a burger at Shake Shack if it is relevant to the message your organization is trying to convey—for instance, maybe your organization is interested things to do in New York City parks. 

 

To Do: Set parameters about the types of information your organization will publish on its social media accounts. This is part of your branding process.

 

What Do You Read About?

Twitter is a two-way street: you share information with others and you receive information from others. I tend to think of Twitter as my own personal newspaper with interesting headlines regarding my industry in general (Nonprofit and Social Enterprise) as well as specific niches within that industry (ie. Microfinance, New York City, Fundraising).

There are lots of organizations and individuals who tweet exclusively about issues that your organization is likely interested in. Twitter users publish information on upcoming trainings, fundraising events, news articles, blog posts, online discussions, films, and more. Twitter users will also “re-tweet” (see below) posts that they find particularly interesting or of high value—which can help highlight popular topics. Twitter offers an opportunity to have access to lots of information that is specifically tailored to your organization’s interests—while cutting down on the amount of work that would be required to gather that information otherwise. The type of information you receive will depend on the users you follow. Here is a sample of some of the users I follow on Twitter:

@echoinggreen

@idealistinnyc

@FCWashington (Foundation Center, DC)

@ashokatweets

@kenscommentary (Ken Berger, President of Charity Navigator)

@NICentral (Net Impact)

@Philanthropy (Chronicle of Philanthropy)

@mashable(Pete Cashmore, CEO of Mashable)

To Do: Research potential Twitter users to follow by using Twitter’s Search function or by going to organizations’ websites (many people have Twitter buttons that link to their Twitter page right on their site). Scroll through their tweets and learn about the way they use Twitter and about the types of information they are publishing.

Re-Tweet

“Re-tweeting” (or RT) is when a Twitter user re-publishes someone else’s tweet. Standard practice is to reference the original poster either by “RT @username” if the tweet is identical or by “(via @username)” if the original content is modified significantly.

Getting Started

  • Set up a Twitter Account at www.twitter.com. Include a link to your organization’s website, a 140-character biography, and a good icon.
  • Commit to tweeting one or two times a day (to start).
  • Research organizations you are interested in and follow them on Twitter.
  • Select the best tweets of the day and send them out in a daily email to members of your organization to keep them abreast of interesting news.

Women Wellness Seminars

July 21st, 2009

I must highly recommend a Women Wellness Seminar on Entrepreneurship and Financial Freedom I attended last Thursday at In Good Company WorkPlaces (which is another great story altogether…for another time), hosted by Change Starts With Me. Dana Skallman, an entrepreneur herself who is a partner at Independent Strategists and a Financial Coach/Trainer at Primerica Financial Services, coordinates the events and brings together women who are inspired and determined to do great things, but who could use some guidance.

Last Thursday the SOLD-OUT event, featured Sue Gilad: “an entrepreneur who has never had a job” (and, a fine public speaker, if I might add). Sue’s seminar, entitled “Financial Freedom is Sexy”:

[G]ets participants excited about creating profitable ventures from what they are already experts at. Sue’s forthcoming book, FINANCIAL FREEDOM IS SEXY, shares the inspired brainstorms and success stories of the entrepreneurs who took the proven principles of “info-preneuring” (information enterpreneuring) and ran with them.

In addition to being an inspiring, down-to-earth speaker, Sue had a slew of personal experiences to share as well as a number of concrete and useful tips for entrepreneurs. One thing she brought up was the concept of changing the way we think about money and seeing “saving as sexy” rather than a “drag” or something that makes us feel unempowered. It didn’t make that much sense to me at the moment, but this weekend when I only “window shopped” at Barnes and Noble (a difficult task, I’ll have you know) I left and thought, “Wow. It’s really nice to have money, and NOT spend it.”

OVERALL: The price was right ($10) for a fabulous and inspiring seminar and what I’ve written up here is just the tip of the iceberg. I HIGHLY RECOMMEND being on the lookout (here) for the second round of this seminar–Dana mentioned that due to high demand, Sue may be back!

NYWSE First Incubator Friendraiser

July 16th, 2009

The New York Women Social Entrepreneurs (NYWSE) held their first ever Incubator Friendraiser last week. The private event was held at the Bowery Wine Company and was a fundraiser and silent auction for NYWSE’s Incubator Program for budding women social entrepreneurs. The 2009 Incubator Participants were:

  • Early Earners – Online education destination for youth and families promoting positive financial habits
  • Girl Guides USA – Outdoor program that develops girls’ environmentalism, leadership and teamwork
  • Illume – Online mentoring and career resource for young women from illiterate families in India
  • Out Against Abuse – Online resource to stop domestic violence in the South Asian community
  • Public Stuff – Software to connect government and citizens to improve services and community life
  • Start Your Engine – Exercise, nutrition, stress and time management program for low-income women

NYWSE Incubator Friendraiser - July 7, 2009

The event featured a keynote speech by Diana Ayton-Shenker, Founder & CEO of Fast Forward Fund (FFF), a youth-investing-in-youth social venture fund, who spoke the importance of investing in young social entrepreneurs who will become tomorrow’s leaders.

The venue was a-buzz with interesting conversations and was a great opportunity to meet other faces in the world of NYC social entrepreneurship. And, in addition to the great company, the Bowery Wine Company staff were fabulous!

I had the pleasure of helping organize the event and had the opportunity to work with some really fabulous women including Natalia Oberti Noguera (NYWSE Director) and Melissa Osborne (who is off to graduate school this fall! Congrats!).  If you are a woman interested in social entrepreneurship, I highly recommend checking out NYWSE–they have an ever growing community and lots of thoughtful resources for women social entrepreneurs.

If you are considering applying for next year’s Friendraiser, check the NYWSE website for the 2010 Program Applications.

Slideshow: A day in the park

July 12th, 2009

Some photos from Green Edge NYC’s Urban Foraging with Leda Meredith (See “A Day in the Park”).

 

Interested? Upcoming Urban Foraging with Leda Meredith events: Saturday August 15th and Saturday October 10th.

A day in the park

July 9th, 2009

Sunday June 28th I had to pleasure of waking up (relatively) early, lathering on sunscreen, and sporting my sneakers as I ventured over to Prospect Park for Green Edge NYC’s Urban Foraging with Leda Meredith. It was an absolutely beautiful morning and the time just flew by! The twenty(-ish) person group–composed mainly of Brooklynites–was friendly and full of interesting stories. We walked throughout the park while Leda stopped to point out various edible plants found in the middle of Brooklyn. Personal favorites include:

Linden
Day Lilies
June Berries

Before becoming a botanist, Leda was a professional ballet dancer.  In quick biography at the end of our tour, Leda mentioned that her career transition was made possible by a nonprofit organization called Career Transition For Dancers, which sounds like an amazing program! As we sat under a tree passing around her book, Botany, Ballet and Dinner from Scratch: A Memoir with Recipes, we got to sample some of Leda’s homemade Juneberry & Mullberry Preserves (both of which are found in the Park!). Delicious!
junemulberrypres
(photo via Leda Meredith)

More on the Green Edge Collaborative NYC:  The Green Edge Collaborative NYC is “a social network that connects people with businesses, organizations and the resources they need to build a sustainable future.” In addition to Urban Foraging tours, Green Edge hosts a number of supper clubs as well as a film series in addition to managing a community calendar.

Check back when I post some more photos from the forage!

Twittering Social Entrepreneurship

June 26th, 2009

A much re-tweeted blog post, Twitter for Social Entrepreneurship: The Top 100 Tweeps to Follow, by Social Edge (a program of the Skoll Foundation), gives a very thorough who’s who of people tweeting about social entrepreneurship. If you can’t commit to following all 100 (I am not prepared, yet), pick a couple–it’s a good combination of social entrepreneur-types, philanthropy-types, and social media prodigies.
twitter
As a relatively recent convert to the Twitter phenomena–I am now quite the devotee. I think of it as my own personal newspaper, with headlines of recommended articles about topics I am interested in.

Defining social entrepreneurship

June 24th, 2009

def

If you don’t already know, social entrepreneurship is definitely a jargon-y, buzzword whose definition is sometimes hard to pin down. A quick Google search for “social entrepreneurship” puts Wikipedia (of course!) at the top of the list. Wikipedia defines social entrepreneurship as “the work of a social entrepreneur. A social entrepreneur is someone who recognizes a social problem and uses entrepreneurial principles to organize, create, and manage a venture to make social change.”

After perusing through a couple of the top Google search hits for definitions of social entrepreneurship, four main elements began to appear. While there is no hard and fast definition, social entrepreneurs tend to be described as individuals who are  (1) innovative problem solvers, (2) very committed to their work, (3) addressing large scale issues, and (4) contrasted with business entrepreneurs.

Social entrepreneurs are innovative problem solvers

Rather than leaving societal needs to the government or business sectors, social entrepreneurs find what is not working and solve the problem by changing the system, spreading the solution, and persuading entire societies to take new leaps. –ASHOKA

The job of a social entrepreneur is to recognize when a part of society is stuck and to provide new ways to get it unstuck. He or she finds what is not working and solves the problem by changing the system, spreading the solution and persuading entire societies to take new leaps.–PBS: The New Heroes

Social entrepreneurs pioneer innovative and systemic approaches for meeting the needs of the marginalized, the disadvantaged and the disenfranchised – populations that lack the financial means or political clout to achieve lasting benefit on their own.–Skoll Foundation

Social entrepreneurs drive social innovation and transformation in various fields including education, health, environment and enterprise development. –Schwab Foundation for Social Entrepreneurship

• Social Entrepreneurs are committed to their work

Social entrepreneurs often seem to be possessed by their ideas, committing their lives to changing the direction of their field. They are both visionaries and ultimate realists, concerned with the practical implementation of their vision above all else.–ASHOKA

Identifying and solving large-scale social problems requires a committed person with a vision and determination to persist in the face of daunting odds.–PBS: The New Heroes

[Social entrepreneurs] recognize the extraordinary potential in the billions of poor people who inhabit the planet, and they are absolutely committed to helping them use their talents and abilities to achieve their potential.–Skoll Foundation

Social entrepreneurs address large scale issues

[S]ocial entrepreneurs are solution-minded pragmatists who are not afraid to tackle some of the world’s biggest problems.–Skoll Foundation

Identifying and solving large-scale social problems requires a committed person with a vision and determination to persist in the face of daunting odds.–PBS: The New Heroes

[A social entrepreneur] achieves large scale, systemic and sustainable social change through a new invention, a different approach, a more rigorous application of known technologies or strategies, or a combination of these.–Schwab Foundation for Social Entrepreneurship

• Social entrepreneurs are contrasted with businesses entrepreneurs

Whereas a business entrepreneur typically measures performance in profit and return, a social entrepreneur assesses success in terms of the impact s/he has on society. –Wikipedia, “social entrepreneurship”

Unlike traditional business entrepreneurs, social entrepreneurs primarily seek to generate “social value” rather than profits. And unlike the majority of non-profit organizations, their work is targeted not only towards immediate, small-scale effects, but sweeping, long-term change.–PBS: The New Heroes

Distinct from a business entrepreneur who sees value in the creation of new markets, the social entrepreneur aims for value in the form of transformational change that will benefit disadvantaged communities and ultimately society at large.–Skoll Foundation

They pursue poverty alleviation goals with entrepreneurial zeal, business methods and the courage to innovate and overcome traditional practices. A social entrepreneur, similar to a business entrepreneur, builds strong and sustainable organizations, which are either set up as not-for-profits or companies.–Schwab Foundation for Social Entrepreneurship

And a quick commentary:

It’s easy to envision social entrepreneurs as innovators, but I think it is very interesting that so many organizations have also chosen to define social entrepreneurs as “very committed” –not that I do not think social entreprenuers are committed to the causes they support, but rather that commitment has become part of the definition. There is the implication that social entrepreneurship involves blood, sweat, and tears and involves a holistic value system that guides a social entrepreneurs life’s work.  For social entrepreneurs, work isn’t just a job–it’s a way of life.

The third characteristic–that social entrepreneurs address large scale issues–I also think perhaps narrows social entrepreneurship unfairly. I am sure that many of the larger organizations working in social entrepreneurship focus on large issues such as global climate change, world hunger, poverty, and education–but I imagine that the most successful social ventures operate at the grassroots level, addressing the specific elements of an issue and applying targeted solutions. The ability to yield greater impact and effectiveness is likely linked to the scale of the project….and I would assume that the closer you are to the ground, and the smaller the scale of your project, the more effective and successful it will be. Maybe it’s just semantics…or maybe it is just a different way of framing the issue.

Lastly, I want to address the tendency to describe social entrepreneurs as being distinct from business entrepreneurs. I understand, and totally agree with, the distinctions made between social and business entrepreneurs. But! I would add a bit of caution to the severity of that line. While some organizations contrast social entrepreneurs with business entrepreneurs, others compare them and emphasize as well as celebrate the use of business principles and private sector strategies by social entrepreneurs. As things continue to shift and the social sector continues to grow, I think that line will become more undefined. For example, while public policy graduate programs exist all around the country (See Public Policy School?), many business schools now offer social entrepreneurship and nonprofit specialties, conferences, and fellowships.

Check out: U.S. News & World Report’s MBA Nonprofit Specialty rankings, Harvard University’s Social Enterprise Initiative, Duke University’s Fuqua School of Business’ Center for Advancement of Social Entrepreneurship, and Net Impact —just to name a few.

10,000 Trees for 10,000 Twitter Followers

June 9th, 2009

I was introduced to the United Nations Environment Programme Twitter account,@UNEPandYou, last Friday when one of the people I follow, @rogerhamilton tweeted–or I should say re-tweeted:

RT @UNEPandYou: Today is World Environment Day -tweet 4 trees and help us reach 10,000 followers! We’ll plant one tree for every follower

This introduction is clearly not for the internet/social media/tech geek savvy among us…but for the rest of us, and just illustrates how social media works and how effective it can be. Here is a screen shot of @UNEPandYou’s page on Friday June 5th, World Environment Day:

@UNEPandYou's twitter page on June 5th...9,752 followers and counting...

9,752 followers and counting...

@UNEPandYou increased their audience with their “Tweet for Trees” Campaign by providing “match” (in the form of trees) for the number of followers they had at the end of the day. This campaign was a great combination of social media marketing (by utilizing Twitter), constituent engagement (by encouraging their Twitter followers to retweet about their campaign), audience expansion (via many, many retweets), and match (10,000 new trees! Who wouldn’t want to participate?)! Now, at the end of their program, UNEP has: (1) a much larger audience and (2) done some great PR.

For more info on re-tweeting, check this out: “HOW TO: Retweet on Twitter” (via @mashable).

It only takes one…

June 7th, 2009

It only takes one person and 3 minutes to start a dance party. Imagine the possibilities…

(via Wesley)

Baz Luhrmann Invites You Down Under

June 5th, 2009

Wishfully dreaming on this rainy day in Brooklyn, I looked up plane tickets back home to Miami (reasonable, cheap even) and to Thailand–why not? Those, however, were not in my budget. Dismayed by the unlikelihood that I would be arriving in Bangkok this summer, I went to the NY Times to see what they had in the way of cheap travel ideas. Their idea of cheap travel is Australia: “Deals Where Summer is Winter.” Having spent the Spring of 2003 in Australia studying abroad with the School for International Training (SIT), a trans-Pacific flight is not my idea of cheap travel–I remember how much those tickets cost. “But…” I thought, “this is a recession! Anything is possible!”

Exactly. The article points out that “international visitor arrivals [in Australia] were expected to fall by 4.1 percent this year.” So what did Tourism Australia do? They partnered with Aussie director Baz Luhrmann (of Moulin Rouge and Romeo + Juliet fame) for the release of his film Australia.

The country, which relies heavily on tourism, is aggressively marketing its vacation value with a campaign linked to the movie “Australia.” The film’s director, Baz Luhrmann, also produced a weighty tourism video, in which a stressed-out Manhattanite on the verge of a breakup is visited by an Aboriginal youth who magically transports her to Australia. There, in a “walkabout,” she presumably reconnects with herself and her partner.

I am fascinated by this for a couple of reasons. The first of which is that I think Baz Luhrmann is awesome–but that is besides the point. Or is it? Of course it is not besides the point. The whole reason Baz Luhrmann’s name is being thrown around in the NY Times article and on the Tourism Australia website is because his involvement in a national campaign is anything but irrelevant. He brings with him his personal brand, which involves (1) being Australian and (2) being a highly successful director of international box office hits.

The second reason I find this fascinating is how this partnership has used the brand of “Australia” as a movie title and then reconnected it back to the government’s tourism activities. An interesting and audacious marketing move, but also very clever. With a rare opportunity to showcase their country in an epic blockbuster film with A-list Aussie actors, Tourism Australia knew that they would have a large audience whose heart-strings they could pull on and have hopping onto Quantas flights and drinking Tooheys New before you could say, “Crocodile Dundee.”

Thirdly, Tourism Australia  did something new. Not so new in the sense that movies are frequently partnering with sponsors to promote products, but new in the sense they took advantage of a one-time market opportunity (the release of “Australia”), partnered with a reknowned expert who added another layer of attraction to their oroduct (Baz Luhrmann), and created a unique platform to link their message with the film (the creation of a film-like commercial).

The moral of the story is: “There’s no business like show-business. ”

Or,

“When times get tough, rely on your celebrity friends with strong–and relevant–personal brands.”