Syllabus: Overview


Program Expectations
A very limited number of organizations are being invited to participate in this program. We hope you’ll take part! If you sign up, your commitment in participating in this program includes attending two face-to-face meetings and two conference calls in between these meetings. Your organization will design and implement a low-risk social media experiment. In addition, you will have the opportunity to be highlighted in a “living mini-case study” interview to share key learnings with the field via a blog post on Beth's Blog.
Learning Goals:

  • Understand the basics of designing an effective social media strategy that supports and enhances their communication objectives.
  • Have designed and implemented a low risk experiment that provides an opportunity for learning best practices for using Listening/Twitter/Facebook that supports their strategic objectives.
  • Have a methodology for learning and improving a social media strategy through thoughtful experiments and analyzing its effectiveness.
  • Document and share learning with social media.


Here is a brief description for each of sessions for this program.

Session 1: Face-to-Face Meeting

This will be 1.5 day session that will provide the following:

Principles of Using Social Media Effectively for Nonprofits
Social Media Strategy Game
Social Media Experiment In A Box
Best Practices for: Listening, Twitter, or Facebook
Working/Networking Time

This session will include presentations by experts, Beth Kanter and Cheryl Contee to share their insights. The main focus of this session is learning-by-doing by participating in hands-on activities. By the end of this session, participants will have a clear idea for their experiment, how they will track it, and what they want to learn. The “Social Media Experiment In A Box” will have a checklist and planning form that they will complete as their homework prior to the first conference call.

Date: March 25 & 26th

Session 2: Webinar/Conference Call
Experiment Launch: Within 2-3 weeks of Face-to-Face session

These will be one-hour calls with participants who will share a progress report and ask questions. We’ll have experts and practitioners on the call to answer questions.

Date: April

Session 3: Webinar/Conference Call
Experiment Midpoint Check In: 6 weeks after call and 6 weeks before face-to-face meeting

These will be one-hour calls with participants who will share a progress report and ask questions. We’ll have experts and practitioners on the call to answer questions. Depending on size of the group, we may do several calls with sub-groups.

Date: May

Session 4: Face-to-Face Session
Reflection on Experiment

Each organization will present the results of their experiment, what they learned about using a particular social media tool, and design points to take into the next experiment. Group will explore ways they can work informally together to support their social media strategies.

Date: June/July

Invitation.pdf