Why do charities have to be amazing at Social Media?
“Facebook and Twitter have made giving to charity something to share, not to be done anonymously. Charities have to be brilliant on the internet. Part of the experience is people can see that you are giving. You give because other friends of yours have given”. Steve Moore
Think about the following things before you start: Audience (start with the people in your address book) Your brand - what sums up the work you do? - what is your unique background, experience, voice? - what’s your personality? (sarcastic, humorous, serious) - how do you want people to FEEL about you?
Power and Control You won’t always be able to control things or place yourself at the centre of discussions. You will have to give up some control to gain more friends, followers and influence. This is a good thing.
Relaxing your grip It’s the nature of social media that not all information is exactly right but the bulk of it is generally right (see wikipedia) Not all comments will be favourable How you react to unfavourable comments says a lot about you Pick your battles and don’t be afraid to apologise when you’re wrong
Find the right tone: “Be cool” Let go Facilitate conversations, don’t control them Involve your audience, don’t ‘own’ your cause/subject Try things and be patient Aggregate content for your audience
Time Management Manage your social media profiles and still have a life? Yes you can! and still have a life? Yes! You don't necessarily have to do it all What makes sense for your brand? Where is your audience? What's your goal?
Make social media work for you! Cross-post content Setup email alerts (for the most important updates) Develop a routine Spend 10-15 minutes reading Spend 10-15 minutes posting
Promotion Search Engine Optimization - You want people to find your content! You need links to your content Ask appropriate people to link to your website The more links to your websites (blog, twitter, facebook pages etc) the easier you will be to find in web searches
Understand why this is important It is fundamentally different from previous forms of media Social media platforms provide a framework for people to connect directly to each other – the architecture has permanently changed, though technologies will continue to evolve People are using social media to glean information from each other without relying on organisations or institutions This shift is permanent! Get involved or lose out!
Set expectations Social media isn’t a miracle cure It may take a long time for your social media investment to pay off It might even never pay off in the way you originally intended
Social Media is one tool Don’t overinvest in social media Know your audiences (current and future) and court them appropriately If you neglect conventional media, you might leave out your core clients or supporters Don’t underinvest in social media either
Put together a strategy & policy doc Spend a day Think about all of the above and get in down on paper Circulate to your colleagues and discuss
Development Objectives Areas / Themes to be Addressed on MeroReport Key Messages to Communicate via Site Target Audiences Reasons for users to use the site: Ways to Reach out toTarget Audience Facilities and resources available (including HR) and how they will be used Measuring success
Keys to success Social Media is just one piece of the puzzle, don’t neglect the rest One size doesn’t fit all, do what’s right you and do what you enjoy Keep experimenting and always test You will give up some control – learn to live with it and learn to love it