Social Media Tactics and Concepts
Kara Kane, Medaille College

 PRSA – February 2009
 AJ Dicembre: BuffaloMe.com
 Kevin Lim: UB and
theory.isthereason.com
 Kara Kane: Medaille College

. . . Internet- and mobile-based
tools for sharing and discussing
information among human
beings. . . activities that integrate
technology, telecommunications
and social interaction, and the
construction of
words, pictures, videos and
audio. . .
From Wikipedia 4/21/09


Transferring data back and forth, and back

again.
Dependent on

who, what, where, when, why, how, and how
much.
Sounds similar to “The Right Ask”:

Prospect
◦
Solicitor
◦
Gift Amount
◦
Project and Purpose
◦
Timing
◦

Feedback and Assessment

Are you doing what you set out to do?

How can you do a better job?

What does “better” mean?


If you

◦ don't know your strategy and long-
term goals . . .
◦ don't understand your audience . .
◦ can't extend traditional concepts
of fundraising into new and
emerging media . . .
◦ can’t tolerate any semblance of
ambiguity or risk. . .

If you

◦ don't know your strategy and long-
term goals . . . NO
◦ don't understand your audience . .
. NOT NOW
◦ can't extend traditional concepts
of fundraising into new and
emerging media . . . NOPE
◦ can’t tolerate any semblance of
ambiguity or risk. . . MAYBE NEVER

 If you are willing to take a few
risks and try things to see
what works. . .
 Social Media will help you.

This week (on 4/21): $1,905,450.00 lent.

1 loan every 11 seconds.

In a week.

That’s pretty cool.


how you distribute information and gather

feedback.

 habitually
develop and
disseminate chunks of
information.
News
◦
Events
◦
Commentary
◦
Pictures
◦

manage your brand and your

reputation, relentlessly .
Buffalo News vs.

Rochester D&C

 developa constant stream
of relevant content that is
compelling to your
audience.

 there
is no one-size-fits-all
approach to using social
media.



◦ Group Pages
◦ Fan Pages
◦ Advertising
◦ “Causes” Application


Email: kara.m.kane@medaille.edu

Twitter @karakane

Watch Medaille’s Social Media Efforts:

alumni.medaille.edu
◦
Facebook: Medaille College Alumni Group
◦
Twitter @medaille
◦
LinkedIn
◦
Del.icio.us
◦
Feedburner
◦
◦ Some images taken from Google Image Search; contact me for citations