Build the right business
case by using the right
Delve into the psyche of your decision makers. How do they
What are the real issues they have with giving support to
social media activity?
Things like engagement, transparency and community are
gold dust to marketers, but to those that hold the purse
strings they mean nothing.
Tell them what they need to know. The ROI stuff.
Show them what social media can achieve with relevant case
studies, show how you’ll do it, how long it will take, show
investment vs return expectation. Make it a no brainer.
marketing (and other)
activities. If they don’t
deliver, ditch them.
Give your core social team the right training, support and
Then roll it out to your staff, allowing them to spread the
message and engage with those who share their passion
for the cause
When done right, social media should spread through an
organisation, giving employees a voice
Do some digging, who in your organisation is naturally
good at this social stuff?
But ahead of this, also check …
Are there mixed
messages coming from
within? If so ﬁx this ﬁrst
Eg: Emailers and Social
If you have a quality emailer database, harness the power
of your engaged communities by linking the two:
‘Share on social media’ (eg Facebook Like) links in your
emails (and of course you can use the data from this to
understand your audiences popular social networks)
Add social connect buttons to emailers, encouraging
people in your database to engage with your community
Online emailer suppliers, like Mail Chimp and
Constant Contact, help integration by providing social
share tools for you to add to emailers or newsletters
Mail Chimp also allows you to see which social platforms
your database are using through their emails, as well as
drilling down into more specific information about that
Mail Chimp also integrates with Eventbrite if you’re
holding an event
If you only
have time for
one or two
proﬁles, do it
No time to engage with and manage a Twitter or
Publish a blog and write posts that convey your passion
for the cause. Allow readers to share content across
social networks to spread the word.
Encourage advocates to write guest posts for you to really
get people engaging
Offer blog content to online publishers and other blogs to
spread awareness. Use blogger outreach programs to
identify influencers you should connect with
Only have time for one social network?
Find out where your advocates are and go where they
are. Use free listening tools for this, such as
SM2 (Free for a low number of searches)
Once you’ve chosen the right network, find advocates and
engage with them by giving what they need to feel part of
OR come up with a creative idea to help engage with your
Marie Curie have a great example of this through their
Although, at the time, they were still developing a social
media strategy and team, a group of passionate
individuals had a brainwave …
Credits & Resources
A few links that might help you:
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.