Social Media

Developing and Measuring Social Media for Nonprofits

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Monday, Oct. 28, 10–11:15 a.m.

Room: Franklin 7 (Hotel Floor 4)

Association/Nonprofit Section

Summary

Katie Paine, SNCR Fellow, CEO, Paine Publishing; Richard D. Waters, Ph.D., assistant professor, School of Management, University of San Francisco; and Denise Bortree, associate professor, communications, Pennsylvania State University, will speak on current trends developing in social media communication and how to measure its impact on nonprofit organizations. They’ll delve into the use of major social media outlets and offer strategies for maximizing the effectiveness of communication and relationships through social media.

Moderator

Denise Bortree, associate professor, Penn State University

Photo of Denise Bortree Bortree is a Page Legacy Scholar and Senior  Research Fellow for the Arthur W. Page Center. Before entering academia,  she worked for more than 10 years in the private sector in positions  including public relations manager and marketing manager.


Panelists

Katie Delahaye Paine, Fellow PRSA, SNCR; Member, IPR Measurement Commission, CEO, Paine Publishing

Photo of Katie Delahaye Paine, Fellow PRSA, SNCR; Member, IPR Measurement Commission Paine, Fellow PRSA, SNCR and member of IPR Measurement Commission, is the author of three books: “Measuring the Networked Nonprofit,” “Measure What Matters,” and “Measuring Public Relationships.” She writes the popular KDPaine’s Measurement Blog, and is the publisher of “The Measurement Standard,” the industry’s oldest publication dedicated entirely to measuring results.


Richard D. Waters, Ph.D., assistant professor, University of San Francisco

Photo of Richard D. Waters, Ph.D. In addition to his role at the University of San Francisco, Dr. Waters is the associate editor of Case Studies in Strategic Communication, and he has published more than 60 research articles. He also consults for Fortune 500 and Philanthropy 400 organizations.

 

 

Find out more about the conference here: http://www.prsa.org/Conferences/InternationalConference/index.html#.Ulce1n_D_3g

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Sustainability reporting: How it’s useful for PR and communication

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Here’s an article written by one of the most energetic and fascinating people in sustainability communication, Lynnette McIntire at UPS (check out some of her work on the UPS blog). The article, titled Why I Love the Sustainability Report Assurance Process and published on Triple Pundit website back in August, shares McIntire’s appreciation for the utility of sustainability reporting. Public relations and communication groups are beginning to view the sustainability report as more than just an opportunity to talk about the good actions of a company. It is a management document that allows for greater accountability within the organization by identifying opportunities and holding the company accountable for responding to them. The document also can become a tool for media relations and activist communication by quantifying an organization’s performance improvements year over year.

Producing a sustainability report requires a high level of investment from a company, and as McIntire says in the article, “gone are the days when carpooling and lighting upgrade stories and smiling volunteer photos made the grade. Now, credible companies talk about such contentious topics as human rights, climate change, racial diversity, sexual orientation and product responsibility.” Companies have the opportunity to take a closer look at their impact on society through the arduous process of compiling a sustainability report.

Check out Lynnette’s work on the 2011 Sustainability Report for UPS. It is a model of goal setting and reporting.

For those of you interested in how sustainability reporting can be leverage in social media, here is the Social Media Sustainability Index published earlier this year. It’s full of interesting examples of sustainability communication on the web, and I’ve found the material in the report to be somewhat useful for strategy development.