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Marketing & Sales / Social Media

Be Your Own Social Media Guru

Using engagement data to drive nonprofit impact


The social media landscape changes every 6 months, and the smartphone is only accelerating this change. Don’t blindly follow the latest social media fads and gurus to guide your social media strategy. Fortunately there is a ton of engagement data around what people are doing on your site (Google Analytics) and social platforms/profiles (Facebook Insights and other native analytics platforms). Learn to look at your organization’s own data to see what is driving real value. If your organization can gather, analyze, and act on its data it will be ready to jump on the next trend in a way that drives real impact. We’ll start with the 5 truths that apply to all social media platforms. Then, we’ll walk you through the “Big Three” platforms: YouTube, Facebook, and Twitter. For each, you’ll learn: -What are the basics? How does this platform work? -Insight into the backend: understand the platform in order to optimize your strategy -Advanced tips to boost your engagement -Case studies: steal ideas from other organizations that are effectively using the platform We’ll answer the age-old question: how to be human on social media. Lastly, we’ll dive into how to use data to enhance your approach. You’ll see walkthroughs and insights from: -YouTube Analytics -Facebook Insights -Twitter Analytics -Google Analytics -Other external social media tools …which will teach you how to use each platform to find insights about your users and turn those insights into action. We’ll give you strategies to engage your whole team in the process and begin to build a Data Culture at your organization! Course Goals -Determine how social media supports the mission of your organization -Gain an understanding of YouTube, Facebook, and Twitter and the key principles behind them -Learn how to make sense of data from Google Analytics and social media insight platforms -Gain the confidence to use data, not gurus, to make decisions This Course is Meant for -Social media newbies and entry-level social media staff at nonprofits -Marketing staff looking for advanced strategies and deeper data analysis ideas -Manager or Director-level staff who want to take their social media strategy to the next level Before Starting the course, you’ll need… -Logins for YouTube, Facebook, Twitter, and Google Analytics platforms are helpful, but not necessary, so you can follow along -A basic understanding of social media platforms and engagement data is a plus Level: All Levels
Full details


  • Introduction
    Welcome to Whole Whale University!
    Welcome to WWU! You’ll learn how to be your own social media guru by learning the tools (YouTube, Twitter, and Facebook), learning how to Be Human, and learning how to use data to take action. George Weiner, your instructor, is the founder and Chief Whaler of Whole Whale - a digital agency that works with nonprofits to help them maximize their impact.
    Sh*t Gurus Say
    Learn how to spot a “guru” from a mile away - and why you should never trust anyone who says they can “make it go viral.”
    What does it mean to be an expert?
    It takes 10,000 hours of study to become an expert in anything. Social media is changing so fast, it’s impossible to truly become an expert by the standard definition.
  • 5 Truths About Social Media
    Messaging Matters
    Which is more important - the tool you use, or the story you tell with it?
    Make asks clear and easy
    Play a game along with us to see how important it is to make your social media asks clear and easy. Two helpful terms: Network latency is the time it takes for a message to permeate a whole audience. Anchoring is a way to change how someone perceives a certain message.
    One size never fits all
    Craft your messages in the right way to reach the right people. George uses Starbucks to make the case for why you should talk to the people that care, and not waste your time messaging people who don’t care.
    It is noisy
    What was the first social networking platform? The campfire - our ancestors looked for social engagement like eye contact, conversation, and listening, and those are the same metrics we should look for in our social media communities.
    No goals, no point
    Setting targets is the only way to know how well your social media is performing. Check out more info on measuring the impact of social media at wholewhale.com/impact.
    Finding the value for your organization
    We share our value vs. time chart and show you how to choose which platforms your organization should be on. Think about off platform impact (people clicking to your site and taking action like donations or email signups) and how they relate to your on-platform goals (likes, comments, followers on each social media platform).
    Tackling the top social media fears
    Sound familiar? Here are the top social media fears we hear and how you can approach them at your organization.
  • YouTube
    YouTube Checklist
    Our standard social media checklist - make sure you have all these things in place before you dive in.
    YouTube Basics
    What is Youtube - and what ISN’T it? Learn about tagging, discovery, and the Youtube for Nonprofits program, Plus, no talk about Youtube would be complete without a cat video :)
    YouTube Tips
    A few ideas for building your channel: how-tos, educational content, amazing or topical content, animations, responding to user interactions. Also, learn how search works on Youtube and meme riding. Check out a few more technical ideas to get started in this bonus video: http://www.wholewhale.com/tips/great-nonprofit-videos-for-youtube/
    YouTube Case Studies
    Learn how DoSomething.org, Kenya Wildlife Trust, and Wine Library use Youtube in clever and creative ways to drive impact. Check out a few more Do’s and Don’ts of nonprofits on Youtube here: http://www.wholewhale.com/tips/dos-and-donts-of-nonprofits-on-youtube/
    Promoting YouTube Videos
    Learn the secret sauce behind Youtube’s algorithm and how to use it to your advantage to get more video views and engagement. Learn more about YouTube cards here: http://www.wholewhale.com/tips/new-youtube-cards-for-nonprofits/
    Using YouTube Analytics
    Our WWTV episode on Youtube analytics shows you how to look at retention rate as an important engagement metric on Youtube. With this in mind, here are 9 more tips for promoting your Youtube videos: http://www.wholewhale.com/tips/9-ways-promote-youtube-videos/
  • Twitter
    Twitter Checklist
    These are the basics you’ll need to get sorted out to succeed on Twitter.
    Twitter Basics
    How can Twitter be used for storytelling? We’ll also walk through #Hashtag etiquette, the @handle, and Twitter Lists.
    Twitter Tips
    Tips to get your Twitter moving- what times you should Tweet, helpful platforms, search, using photos, and more.
    Twitter Tools
    Twitter Analytics and other tools can work wonders for your organization and let you analyze what’s working, and what’s not, on your Twitter.
  • Facebook
    Facebook Checklist
    Third time’s a charm- you should have this checklist down by now, it’ll help you master your social media platforms.
    Facebook Basics
    How do you know the success of your org’s Facebook page? We cover engagement, likes, and what types of posts you should focus on.
    Facebook Tips
    Ideas to help you navigate Facebook best practices. We break down like-baiting, #Hashtags on Facebook, and unlikes.
    Facebook Summary
    Set goals, get ready for storytelling, and use that checklist to get you ready for any future social media pursuit!
  • Be Human
    Be healthy
    What’s your social media diet? Being human on social media is all about the balance of what you put out there and how you interact with your audience. We’ll also ask you to think about emotion on social media, and how you can use to it to motivate your audience to share your content.
    Go where they are
    We talk about the importance of finding and contributing to conversations and how Google Trends can help you.
    Build relationships
    On social media, you treat and see brands the way that you treat and see people. Learn how companies like Prezi and JetBlue are building personal relationships on social media.
    Be interesting
    How can visitors on your site share content they like to their social platforms? We’ll show you how to make it easy on them by adding social media buttons, and then use data from that to improve content. We also revisit emotions and talk about how you can use that to build trust with your relationships.
    Summary of being human
    Being human, positive, and trustworthy works on any online platform.
  • Use Data (not gurus)
    The Whole Whale Process
    Learn how to use data to identify the value of the traffic and actions of people you are reaching and how to use metrics to determine if you’re reaching your goals.
    How we measure behavior: Google Analytics
    Google Analytics gives you a behind-the-scenes look at what people are really doing on your website. Here, you learn the basics of Google Analytics, including tracking traffic from social media and setting goals.
    Assisted conversions in Google Analytics
    Michael Jordan helped his teammates score more. What platforms are helping the visitors on your site ‘score’, or convert?
    Summary of acting on knowledge
    If you’re not using Google Analytics to see what’s going on on your site, you’re not getting the whole picture of how successful your social media is.
  • Act on knowledge
    Creating feedback loops
    Just as speed limit signs force you to notice how fast you’re driving, feedback loops and weekly reports let you use data to see if your organization is reaching its goals. Creating dashboards on Google Analytics can help you do this, so we teach you how to build one here: http://www.wholewhale.com/tips/make-great-google-analytics-dashboards/
    Ask: What do the data say?
    Data trumps gut. Learn how to follow the data to actionable solutions to improve your social media presence.
    Refine what works
    Which metrics are actually helping you achieve your goals?
  • Conclusion
    Final thoughts
    Be a student. In the constantly changing world of social media, we must be open to learning and willing to adjust our approach as platforms and digital culture evolves.


  • Digital Advertising
  • Marketing Analytics
  • Nonprofit Development
  • Social Media Marketing

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