MELANIE MATHOS is the senior public relations manager at Blackbaud, where she spreads the word about their products, services, and customers; co-manages the company’s social media channels; and contributes to the NetWits ThinkTank blog. Melanie also serves on the board of directors of Fields to Families, where she leads the organization’s fundraising and communications. CHAD NORMAN is the Internet marketing manager for Blackbaud, where he wrangles corporate web site content and develops social media strategy. He’s the Editor in Chief of Blackbaud Blogs, and contributes to the NetWits ThinkTank blog. He also hosts and produces The Baudcast. In 2007, he founded Go Green Charleston, a technology-focused nonprofit. He also serves on the board of directors of Fields to Families, managing web strategy.

• Foreword xiAcknowledgments xiiiIntroduction xvUsing This Book xviTactic Checklist xviiChapter 1 Setup 11. Claim Your User Name on Facebook 22. Brand Your YouTube Channel 33. Claim Your Venue on foursquare 44. Create a Branded foursquare Page 65. Create a Custom Twitter Background 96. Brand Your Facebook Page 117. Add Multiple Administrators to Your Facebook Page 138. Set and Display Rules for Your Facebook Community 149. Allow Supporters to Post Content on Your Facebook Page 1710. Monitor Facebook Page Activity with Alerts 1911. Use Commenting Tools that Authenticate with Social Accounts 2112. Add a Facebook Like Button to Your Web Site or Blog 2213. Add a Twitter Follow Button to Your Site 2314. Include the ShareThis Sharing Button 2515. Create a Flickr Pro Account 2616. Publish Photos Under a Creative Commons License 2817. Submit Your Photos to Flickr Groups 30Chapter 2 Communicate 3318. Use Collaboration Tools to Manage Twitter Accounts 3419. Create Twitter Lists 3620. Display Names of Staff Contributing to Twitter and Facebook 3721. Connect with the Top Tweeters in Your Area 4022. Monitor Local Twitter Activity Using Hashtags 4223. Make Your Tweets Retweetable 4424. Sign up for Tweets for Good 4625. Recruit New Staff and Volunteers 4826. Start, Join, and Organize Conversations with Hashtags 4927. Promote an Event or Campaign with a Hashtag 5128. Contribute to Mission-Related Twitter Hashtags 5229. Use TwitPic to Share Photos and Videos 5430. Display RSS Feeds on Your Web Site 5531. Display Live Twitter Content on Your Web Site and Blog 5732. Feed Your Blog to Twitter and Facebook 5933. Use Facebook Social Plug-ins on Your Site 6034. Add Events to Your Facebook Page 6235. Integrate Other Social Channels with Facebook 6436. Include Social Channels in Contact Information 6537. Integrate Supporter Photos with Other Channels 6738. Submit Content to Social News and Bookmarking Sites 6939. Create a Wikipedia Entry 7140. Create a Social Media Newspaper 7241. Make a Buzzworthy Video 7342. Participate in a Video Contest 7543. Livestream Your Events 7744. Provide Instant Access to Content with QR Codes 7945. Share Presentations and Documents Online 82Chapter 3 Engage 8546. Create a Facebook Welcome Tab 8647. Encourage Action with Facebook Custom Tab 8948. Encourage Supporters to Share Facebook Content 9049. Launch a Like Campaign 9250. Use Facebook as Your Organization’s Page 9351. Ask Your Facebook Fans a Question 9552. Get Creative with Avatars 9653. Add a Tweet Button to Your Web Site or Blog 9854. Empower Supporters to Take Social Action 10055. Build Real Relationships with Social Communication 10256. Ask Infl uencers to Share Your News 10457. Engage the Blogging Community 10658. Broadcast the Backchannel Buzz at Your Event 10859. Organize a Twitter Chat with a Hashtag 11060. Organize a Tweetup 11161. Reward Your Supporters for Checking In 11362. Add Mission-Related Tips on foursquare 11563. Create a Custom Badge on foursquare 11664. Participate in Giving Contests [with Caution] 11865. Launch a Social Contest on Facebook 12066. Build Stewardship Through Video 12167. Ask Supporters to Share Photos or Videos 12268. Hold a Video Response Contest 12469. Create a Flickr Group to Support Your Mission 12670. Hold a Photo Contest 12871. Create a Photo Petition 13072. Organize a Petition on Twitter 13173. Socialize Your Internal Communications 13274. Treat Your Social Networks Like V.l.P.s 13475. Create Your Own Online Community 135Chapter 4 Fundraise 13976. Raise Money with Causes 14077. Encourage Supporters to Make a Wish 14278. Create a Facebook Donation Tab 14379. Hold a Tweetathon 14480. Launch a Sponsored Tweet Campaign 14681. Organize a Fundraising Campaign through Twitter 14782. Increase Conversions with Video Overlays 14983. Use Video Annotations as Calls to Action 15184. Enable Social Giving with Peer Fundraising Tools 15385. Launch a Check In for Charity Campaign 15586. Participate in Social Buying Platforms 15887. Submit Your Organization to be Featured on Philanthroper 15988. Ask Supporters to Pledge Social Actions 16189. Participate in Social Gaming 16290. Take your Fundraising Events to an Alternate Reality 164Chapter 5 Measure 16791. Analyze Facebook Activity with Insights 16892. Understand Your YouTube Audience 16993. Track Referrals from Social Sites 17194. Measure New Visitors from Social Channels 17295. Track Link Performance with Short URLs 17496. Monitor Your Organization’s Name on Twitter 17597. Measure the Reach of Your Tweets 17798. Calculate Your Twitter Infl uence 17999. Create a Social Media Listening Dashboard 180100. Use Social Media Monitoring Applications 183101. Get a Strategy 185About the Authors 187Index 189

MELANIE MATHOS is the senior public relations manager at Blackbaud, where she spreads the word about their products, services, and customers; co-manages the company’s social media channels; and contributes to the NetWits ThinkTank blog. Melanie also serves on the board of directors of Fields to Families, where she leads the organization’s fundraising and communications. CHAD NORMAN is the Internet marketing manager for Blackbaud, where he wrangles corporate web site content and develops social media strategy. He’s the Editor in Chief of Blackbaud Blogs, and contributes to the NetWits ThinkTank blog. He also hosts and produces The Baudcast. In 2007, he founded Go Green Charleston, a technology-focused nonprofit. He also serves on the board of directors of Fields to Families, managing web strategy.

• Foreword xiAcknowledgments xiiiIntroduction xvUsing This Book xviTactic Checklist xviiChapter 1 Setup 11. Claim Your User Name on Facebook 22. Brand Your YouTube Channel 33. Claim Your Venue on foursquare 44. Create a Branded foursquare Page 65. Create a Custom Twitter Background 96. Brand Your Facebook Page 117. Add Multiple Administrators to Your Facebook Page 138. Set and Display Rules for Your Facebook Community 149. Allow Supporters to Post Content on Your Facebook Page 1710. Monitor Facebook Page Activity with Alerts 1911. Use Commenting Tools that Authenticate with Social Accounts 2112. Add a Facebook Like Button to Your Web Site or Blog 2213. Add a Twitter Follow Button to Your Site 2314. Include the ShareThis Sharing Button 2515. Create a Flickr Pro Account 2616. Publish Photos Under a Creative Commons License 2817. Submit Your Photos to Flickr Groups 30Chapter 2 Communicate 3318. Use Collaboration Tools to Manage Twitter Accounts 3419. Create Twitter Lists 3620. Display Names of Staff Contributing to Twitter and Facebook 3721. Connect with the Top Tweeters in Your Area 4022. Monitor Local Twitter Activity Using Hashtags 4223. Make Your Tweets Retweetable 4424. Sign up for Tweets for Good 4625. Recruit New Staff and Volunteers 4826. Start, Join, and Organize Conversations with Hashtags 4927. Promote an Event or Campaign with a Hashtag 5128. Contribute to Mission-Related Twitter Hashtags 5229. Use TwitPic to Share Photos and Videos 5430. Display RSS Feeds on Your Web Site 5531. Display Live Twitter Content on Your Web Site and Blog 5732. Feed Your Blog to Twitter and Facebook 5933. Use Facebook Social Plug-ins on Your Site 6034. Add Events to Your Facebook Page 6235. Integrate Other Social Channels with Facebook 6436. Include Social Channels in Contact Information 6537. Integrate Supporter Photos with Other Channels 6738. Submit Content to Social News and Bookmarking Sites 6939. Create a Wikipedia Entry 7140. Create a Social Media Newspaper 7241. Make a Buzzworthy Video 7342. Participate in a Video Contest 7543. Livestream Your Events 7744. Provide Instant Access to Content with QR Codes 7945. Share Presentations and Documents Online 82Chapter 3 Engage 8546. Create a Facebook Welcome Tab 8647. Encourage Action with Facebook Custom Tab 8948. Encourage Supporters to Share Facebook Content 9049. Launch a Like Campaign 9250. Use Facebook as Your Organization’s Page 9351. Ask Your Facebook Fans a Question 9552. Get Creative with Avatars 9653. Add a Tweet Button to Your Web Site or Blog 9854. Empower Supporters to Take Social Action 10055. Build Real Relationships with Social Communication 10256. Ask Infl uencers to Share Your News 10457. Engage the Blogging Community 10658. Broadcast the Backchannel Buzz at Your Event 10859. Organize a Twitter Chat with a Hashtag 11060. Organize a Tweetup 11161. Reward Your Supporters for Checking In 11362. Add Mission-Related Tips on foursquare 11563. Create a Custom Badge on foursquare 11664. Participate in Giving Contests [with Caution] 11865. Launch a Social Contest on Facebook 12066. Build Stewardship Through Video 12167. Ask Supporters to Share Photos or Videos 12268. Hold a Video Response Contest 12469. Create a Flickr Group to Support Your Mission 12670. Hold a Photo Contest 12871. Create a Photo Petition 13072. Organize a Petition on Twitter 13173. Socialize Your Internal Communications 13274. Treat Your Social Networks Like V.l.P.s 13475. Create Your Own Online Community 135Chapter 4 Fundraise 13976. Raise Money with Causes 14077. Encourage Supporters to Make a Wish 14278. Create a Facebook Donation Tab 14379. Hold a Tweetathon 14480. Launch a Sponsored Tweet Campaign 14681. Organize a Fundraising Campaign through Twitter 14782. Increase Conversions with Video Overlays 14983. Use Video Annotations as Calls to Action 15184. Enable Social Giving with Peer Fundraising Tools 15385. Launch a Check In for Charity Campaign 15586. Participate in Social Buying Platforms 15887. Submit Your Organization to be Featured on Philanthroper 15988. Ask Supporters to Pledge Social Actions 16189. Participate in Social Gaming 16290. Take your Fundraising Events to an Alternate Reality 164Chapter 5 Measure 16791. Analyze Facebook Activity with Insights 16892. Understand Your YouTube Audience 16993. Track Referrals from Social Sites 17194. Measure New Visitors from Social Channels 17295. Track Link Performance with Short URLs 17496. Monitor Your Organization’s Name on Twitter 17597. Measure the Reach of Your Tweets 17798. Calculate Your Twitter Infl uence 17999. Create a Social Media Listening Dashboard 180100. Use Social Media Monitoring Applications 183101. Get a Strategy 185About the Authors 187Index 189

MELANIE MATHOS is the senior public relations manager at Blackbaud, where she spreads the word about their products, services, and customers; co-manages the company’s social media channels; and contributes to the NetWits ThinkTank blog. Melanie also serves on the board of directors of Fields to Families, where she leads the organization’s fundraising and communications. CHAD NORMAN is the Internet marketing manager for Blackbaud, where he wrangles corporate web site content and develops social media strategy. He’s the Editor in Chief of Blackbaud Blogs, and contributes to the NetWits ThinkTank blog. He also hosts and produces The Baudcast. In 2007, he founded Go Green Charleston, a technology-focused nonprofit. He also serves on the board of directors of Fields to Families, managing web strategy.

• Foreword xiAcknowledgments xiiiIntroduction xvUsing This Book xviTactic Checklist xviiChapter 1 Setup 11. Claim Your User Name on Facebook 22. Brand Your YouTube Channel 33. Claim Your Venue on foursquare 44. Create a Branded foursquare Page 65. Create a Custom Twitter Background 96. Brand Your Facebook Page 117. Add Multiple Administrators to Your Facebook Page 138. Set and Display Rules for Your Facebook Community 149. Allow Supporters to Post Content on Your Facebook Page 1710. Monitor Facebook Page Activity with Alerts 1911. Use Commenting Tools that Authenticate with Social Accounts 2112. Add a Facebook Like Button to Your Web Site or Blog 2213. Add a Twitter Follow Button to Your Site 2314. Include the ShareThis Sharing Button 2515. Create a Flickr Pro Account 2616. Publish Photos Under a Creative Commons License 2817. Submit Your Photos to Flickr Groups 30Chapter 2 Communicate 3318. Use Collaboration Tools to Manage Twitter Accounts 3419. Create Twitter Lists 3620. Display Names of Staff Contributing to Twitter and Facebook 3721. Connect with the Top Tweeters in Your Area 4022. Monitor Local Twitter Activity Using Hashtags 4223. Make Your Tweets Retweetable 4424. Sign up for Tweets for Good 4625. Recruit New Staff and Volunteers 4826. Start, Join, and Organize Conversations with Hashtags 4927. Promote an Event or Campaign with a Hashtag 5128. Contribute to Mission-Related Twitter Hashtags 5229. Use TwitPic to Share Photos and Videos 5430. Display RSS Feeds on Your Web Site 5531. Display Live Twitter Content on Your Web Site and Blog 5732. Feed Your Blog to Twitter and Facebook 5933. Use Facebook Social Plug-ins on Your Site 6034. Add Events to Your Facebook Page 6235. Integrate Other Social Channels with Facebook 6436. Include Social Channels in Contact Information 6537. Integrate Supporter Photos with Other Channels 6738. Submit Content to Social News and Bookmarking Sites 6939. Create a Wikipedia Entry 7140. Create a Social Media Newspaper 7241. Make a Buzzworthy Video 7342. Participate in a Video Contest 7543. Livestream Your Events 7744. Provide Instant Access to Content with QR Codes 7945. Share Presentations and Documents Online 82Chapter 3 Engage 8546. Create a Facebook Welcome Tab 8647. Encourage Action with Facebook Custom Tab 8948. Encourage Supporters to Share Facebook Content 9049. Launch a Like Campaign 9250. Use Facebook as Your Organization’s Page 9351. Ask Your Facebook Fans a Question 9552. Get Creative with Avatars 9653. Add a Tweet Button to Your Web Site or Blog 9854. Empower Supporters to Take Social Action 10055. Build Real Relationships with Social Communication 10256. Ask Infl uencers to Share Your News 10457. Engage the Blogging Community 10658. Broadcast the Backchannel Buzz at Your Event 10859. Organize a Twitter Chat with a Hashtag 11060. Organize a Tweetup 11161. Reward Your Supporters for Checking In 11362. Add Mission-Related Tips on foursquare 11563. Create a Custom Badge on foursquare 11664. Participate in Giving Contests [with Caution] 11865. Launch a Social Contest on Facebook 12066. Build Stewardship Through Video 12167. Ask Supporters to Share Photos or Videos 12268. Hold a Video Response Contest 12469. Create a Flickr Group to Support Your Mission 12670. Hold a Photo Contest 12871. Create a Photo Petition 13072. Organize a Petition on Twitter 13173. Socialize Your Internal Communications 13274. Treat Your Social Networks Like V.l.P.s 13475. Create Your Own Online Community 135Chapter 4 Fundraise 13976. Raise Money with Causes 14077. Encourage Supporters to Make a Wish 14278. Create a Facebook Donation Tab 14379. Hold a Tweetathon 14480. Launch a Sponsored Tweet Campaign 14681. Organize a Fundraising Campaign through Twitter 14782. Increase Conversions with Video Overlays 14983. Use Video Annotations as Calls to Action 15184. Enable Social Giving with Peer Fundraising Tools 15385. Launch a Check In for Charity Campaign 15586. Participate in Social Buying Platforms 15887. Submit Your Organization to be Featured on Philanthroper 15988. Ask Supporters to Pledge Social Actions 16189. Participate in Social Gaming 16290. Take your Fundraising Events to an Alternate Reality 164Chapter 5 Measure 16791. Analyze Facebook Activity with Insights 16892. Understand Your YouTube Audience 16993. Track Referrals from Social Sites 17194. Measure New Visitors from Social Channels 17295. Track Link Performance with Short URLs 17496. Monitor Your Organization’s Name on Twitter 17597. Measure the Reach of Your Tweets 17798. Calculate Your Twitter Infl uence 17999. Create a Social Media Listening Dashboard 180100. Use Social Media Monitoring Applications 183101. Get a Strategy 185About the Authors 187Index 189