SXSW 2012 - Doh! Lessons from Nonprofit Social Media Screw-ups

Doh! Lessons from Nonprofit Social Media Screw-ups
Event	Interactive 2011
Format	Panel
Organizer	Matt Stewart – ACE :: Alliance for Climate Education
Description	Nonprofits are often team-centric, mission-driven organizations—which can lead to exuberant group cheerleading in the face of mediocrity. In this session we'll throw those rosy-eyed glasses onto the bonfire and talk (nicely) about notable social media campaigns that didn't deliver. Each panelist will provide in-depth analysis of a notable social media screw-up they've been involved in, isolate key failure factors, analyze the broader lessons, and talk about how these specific organizations improved on their mistakes. Topics we'll likely cover: -Unbalancing The Mission with user-centricity -"Nobody cares about polar bears" - how to break bad messaging habits -How to get to trendsetters without selling out -Not good enough! Strategies for politely saying we need to up our game -Managing apathy in a fragmented organization or movement -How to turn unapologetic left-wing or right-wing looney staffers into a reasoned, interesting social media voice -Metrics mania—which numbers matter, and which hide the real story
Questions Answered	What's an example of a social media disaster you've worked on - and what did you learn? [This question will be the focus of the session] What are some not-so-obvious indicators that my social media campaign's stinking up the joint? What can I salvage when my social media campaign's tanking? How can I end stupid ideological infighting and get my organization/movement working together? How can I unbalance our mission from user-centricity without annoying the team?
Level	Advanced
Category	Non-Profits
Tags	Case Studies, lessons, social media

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Doh! Lessons from Nonprofit Social Media Screw-ups