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Table of Contents
Foreword xi Acknowledgments xiii
Introduction xv
Using This Book xvi
Tactic Checklist xvii
Chapter 1 Setup 1
1. Claim Your User Name on Facebook 2
2. Brand Your YouTube Channel 3
3. Claim Your Venue on foursquare 4
4. Create a Branded foursquare Page 6
5. Create a Custom Twitter Background 9
6. Brand Your Facebook Page 11
7. Add Multiple Administrators to Your Facebook Page 13
8. Set and Display Rules for Your Facebook Community 14
9. Allow Supporters to Post Content on Your Facebook Page 17
10. Monitor Facebook Page Activity with Alerts 19
11. Use Commenting Tools that Authenticate with Social Accounts 21
12. Add a Facebook Like Button to Your Web Site or Blog 22
13. Add a Twitter Follow Button to Your Site 23
14. Include the ShareThis Sharing Button 25
15. Create a Flickr Pro Account 26
16. Publish Photos Under a Creative Commons License 28
17. Submit Your Photos to Flickr Groups 30
Chapter 2 Communicate 33
18. Use Collaboration Tools to Manage Twitter Accounts 34
19. Create Twitter Lists 36
20. Display Names of Staff Contributing to Twitter and Facebook 37
21. Connect with the Top Tweeters in Your Area 40
22. Monitor Local Twitter Activity Using Hashtags 42
23. Make Your Tweets Retweetable 44
24. Sign up for Tweets for Good 46
25. Recruit New Staff and Volunteers 48
26. Start, Join, and Organize Conversations with Hashtags 49
27. Promote an Event or Campaign with a Hashtag 51
28. Contribute to Mission-Related Twitter Hashtags 52
29. Use TwitPic to Share Photos and Videos 54
30. Display RSS Feeds on Your Web Site 55
31. Display Live Twitter Content on Your Web Site and Blog 57
32. Feed Your Blog to Twitter and Facebook 59
33. Use Facebook Social Plug-ins on Your Site 60
34. Add Events to Your Facebook Page 62
35. Integrate Other Social Channels with Facebook 64
36. Include Social Channels in Contact Information 65
37. Integrate Supporter Photos with Other Channels 67
38. Submit Content to Social News and Bookmarking Sites 69
39. Create a Wikipedia Entry 71
40. Create a Social Media Newspaper 72
41. Make a Buzzworthy Video 73
42. Participate in a Video Contest 75
43. Livestream Your Events 77
44. Provide Instant Access to Content with QR Codes 79
45. Share Presentations and Documents Online 82
Chapter 3 Engage 85
46. Create a Facebook Welcome Tab 86
47. Encourage Action with Facebook Custom Tab 89
48. Encourage Supporters to Share Facebook Content 90
49. Launch a Like Campaign 92
50. Use Facebook as Your Organization’s Page 93
51. Ask Your Facebook Fans a Question 95
52. Get Creative with Avatars 96
53. Add a Tweet Button to Your Web Site or Blog 98
54. Empower Supporters to Take Social Action 100
55. Build Real Relationships with Social Communication 102
56. Ask Infl uencers to Share Your News 104
57. Engage the Blogging Community 106
58. Broadcast the Backchannel Buzz at Your Event 108
59. Organize a Twitter Chat with a Hashtag 110
60. Organize a Tweetup 111
61. Reward Your Supporters for Checking In 113
62. Add Mission-Related Tips on foursquare 115
63. Create a Custom Badge on foursquare 116
64. Participate in Giving Contests [with Caution] 118
65. Launch a Social Contest on Facebook 120
66. Build Stewardship Through Video 121
67. Ask Supporters to Share Photos or Videos 122
68. Hold a Video Response Contest 124
69. Create a Flickr Group to Support Your Mission 126
70. Hold a Photo Contest 128
71. Create a Photo Petition 130
72. Organize a Petition on Twitter 131
73. Socialize Your Internal Communications 132
74. Treat Your Social Networks Like V.l.P.s 134
75. Create Your Own Online Community 135
Chapter 4 Fundraise 139
76. Raise Money with Causes 140
77. Encourage Supporters to Make a Wish 142
78. Create a Facebook Donation Tab 143
79. Hold a Tweetathon 144
80. Launch a Sponsored Tweet Campaign 146
81. Organize a Fundraising Campaign through Twitter 147
82. Increase Conversions with Video Overlays 149
83. Use Video Annotations as Calls to Action 151
84. Enable Social Giving with Peer Fundraising Tools 153
85. Launch a Check In for Charity Campaign 155
86. Participate in Social Buying Platforms 158
87. Submit Your Organization to be Featured on Philanthroper 159
88. Ask Supporters to Pledge Social Actions 161
89. Participate in Social Gaming 162
90. Take your Fundraising Events to an Alternate Reality 164
Chapter 5 Measure 167
91. Analyze Facebook Activity with Insights 168
92. Understand Your YouTube Audience 169
93. Track Referrals from Social Sites 171
94. Measure New Visitors from Social Channels 172
95. Track Link Performance with Short URLs 174
96. Monitor Your Organization’s Name on Twitter 175
97. Measure the Reach of Your Tweets 177
98. Calculate Your Twitter Infl uence 179
99. Create a Social Media Listening Dashboard 180
100. Use Social Media Monitoring Applications 183
101. Get a Strategy 185
About the Authors 187
Index 189
