United Way Social Networking Spring Fever

 
Lynn M. Tveskov (Photo from Lynn)
Manager, Community Impact Leadership
United Way of America

March comes in like a lion and goes out like lamb, especially true in New England.  This morning I got an email from Lynn M. Tveskov from the United Way of America letting me know that UWA has caught social networking spring fever!

She forwarded me this fabulous handout titled "How_to_Listen_to_your_Online_Community" written by Meghan Keaney who is the Director of Communications for the United Way of Massachusetts Bay & Merrimack Valley.  (Their blog is called "Speak United")  Meghan used the materials in the WeAreMedia Wiki (and my blog) and customized it for the United Way.  

The handout explains the process of listening and how the tools.   My favorite part is advice on how to respond and a story about how a negative comment was an opportunity.

When not to respond:

• If the blogger or commenter is talking about another United Way.
• You wouldn’t talk on behalf of another United Way to the media, don’t do it here either.
• If the blogger or commenter is clearly baiting, being antagonistic, or trying to incite a fight.
• You only have so much time! You don’t have to respond to every comment about United Way.
• Respond only, when you think it’s productive or important.

Hints on responding about United Way:

• Be transparent -- say that you work at a United Way.
• At the same time, stress that you’re speaking as an individual.
• Don’t pick fights or get pulled into them. They’re not productive.
• Don’t speak negatively about another organization or individual.
• Answer thoughtfully, ask questions, your goal is to learn and inform.
• Provide a link to relevant content on your website

A United Way Story

Here is an example of how responding can turn a negative comment into a learning experience:
Note what happens when the negative comment from “o2fishmore” is responded to by one of our partner agencies (gtarbox). Gtarbox is able to correct the inaccurate information and refocus the original poster on how the agency can help her. United Way then provided additional information about the investment and calling 2-1-1 for help.

Lynn pointed out a few stellar examples of United Ways using social media:

Finally, Lynn pointed out some examples of how United ways are using social media.

Facebook

United Way International 
United Way Campus and Youth Engagement group  (Mike Brooks)

YouTube

UWA Flash mob video (PSAS)
United Way Alternative Spring Break Videos

Detroit, Michigan - United Way for Southeastern Michigan has been using social media for years.  http://www.uwsem.org/ - especially blogs (you'll see links on their home page.)

Here's the individual blog (vs. the organizational blogs I’ve also provided) of a United Way CEO, Patrick Jinks.  He's been blogging for years (he's at a small United Way in Danville, VA):  http://unitedwayleadership.blogspot.com/

United Way of San Diego County, San Diego, CA - http://www.uwsd.org/  - on a Team of local United Ways that helped inform UWA's own social media strategy.

United Way Silicon Valley, San Jose, CA - http://www.uwsv.org/ - another California member of the team that helped UWA with their social media strategy.

United Way of Orange County, Irvine, CA, is on twitter:  http://twitter.com/UNITEDWAYOC

United Way of Central Ohio, Columbus, OH http://www.liveunitedcentralohio.org/ - looks to be a heavy user of flickr, including for their Alternative Spring Break:  http://www.flickr.com/photos/liveunitedcentralohio/

United Way of Greater New Haven, New Haven, CT - http://www.uwgnh.org/ - another member of that committee that helped UWA.  They are actively blogging, too:  http://uwgnhnews.blogspot.com/. 

Comments

[Meghan]

Beth,
Thanks so much for the mention. We are media has been an invaluable resource, I'd send anyone there as a first step in developing a social media strategy. Organizations and companies are often quick to launch a social networking profile or a twitter account (which is great, and I'd recommend it), but we've also learned a lot by listening to what people are talking about -- hearing what matters to them. The concept of community is inherent in the mission of United Way. At our best, we are built and defined by it. Listening to that community is essential. Anyway... keep up the good work. You're trailblazing.

[Walter Roark]

At ThePort Network, we've found that our clients (especially nonprofits) benefit from listening closely to their constituents at all times. Managing an online community isn't just about monitoring and administration, it's learning about and adapting to members' opinions and needs. It's definitely and educational experience on both sides of the corporate-consumer fence. Just another reason why working in social networking can be so rewarding. Thank you for being a leading voice in the space.

[Erin McMahon]

Thanks, Beth and Lynn, for helping to highlight the work of United Way in the social media space! I work for Metro United Way in the metro Louisville region, and can't tell you how excited I was to see United Way in one of your post titles!

Kudos!