Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Use for WCNY


Published on

Presentation given by John Tonello, VP of Communications and Marketing for WCNY.

Session 8 of Social Media Breakfast Syracuse, held on 26 September 2013 and focusing on social media for non-profits.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Social Media Use for WCNY

  1. 1. WCNY Social Media Social Media Breakfast Syracuse Sept. 26, 2013 I. Nuts and Bolts II. Maintaining a strong social media presence III. Using social media as social media, not something else IV. Launch of the “Won’t You Help a Neighbor” campaign V. Early successes VI. Unintended consequences
  2. 2. Nuts and Bolts What we use • Facebook • Twitter • Pinterest Staffing structure • Marketing team strategizes posts for the week • One person does most posting • Occasional other posters for special events • Did away with volunteers Why these platforms work • We want viewers and listeners to know what’s coming • We want immediacy • We want interaction • We want warm and fuzzy to translate to membership
  3. 3. Maintaining a strong social media presence We use HootSuite to do timed releases • Follows our weekly workflow • Works very well with a small staff Regularly promote programming and events • Regular TV and radio programming • Special programming (mayoral forum, Obama visit) • Other Thank re-Tweeters • We want to appear ‘human’ • Reward followers (hitting the 2,000 and 3,000 marks) • We want warm and fuzzy to translate to membership
  4. 4. Using social media as social media (not something else) Early efforts did not grasp the uniqueness of social media • Team Raiser • Selfies • Volunteer updates were inconsistent • Posts were spotty We overhauled our social media presence • Identified who are audience was • Wanted a far more natural approach • Think FlashMob
  5. 5. Launch of “Won’t You Help a Neighbor?” • Free service of WCNY • Promote worthy causes • Many are small without budgets • Some are large, but have broad reach • Objectively determine targets • Share the value of the cause via social media, web, TV and radio
  6. 6. Early successes • Humane Association’s Drop-a-Thon • Friends in Service Here (FISH) • Salvation Army volunteering • Check Out Hunger • Baldwin Cancer Research • CNY Reads One Book • Rescue Mission Walk
  7. 7. Early successes – Rescue Mission
  8. 8. Early successes – CNY Reads
  9. 9. Unintended consequences Good • Strong, recurring media coverage • New connections with regional organizations Bad • Ad agencies calling on behalf of clients looking for free advertising • Some confusion with underwriting efforts