LET’S TAKE A LOOKIn order to have an “intended or expected effect” or toproduce the desired response, you need to know andunderstand the why.
WHY?HOW GREAT LEADERS INSPIRE ACTION BY SIMON SINEK
USE ONLINE CHANNELS TO INSPIRE OFFLINE BEHAVIOURAL CHANGES AND ACTION
TO DOCommunicate your vision, mission, ethos or purposeNPOs have the ability to be remarkably transparentand open = perfect for this spaceThink movements not marketingIt’s not B2B, B2C, B2G – it’s H2H, human to humanCollaborate – don’t reinvent the wheel that’s notbroken
LANGUAGE & STYLECritical in establishing trust in engagementKeep a social media style consistentUse the ﬁrst personInspire people but keep it lightHashtag, hashtag, hashtagBe short and succinct, and don’t just link!
THE SOCIAL LANDSCAPEISN’T JUST TWITTER AND FACEBOOK!
EMAIL (& WEB) The home of any social strategy Stabilises attention
EVENTS & MEETUPSThe real connectioncomes from the bondofﬂineNothing’s stopping youorganising your owninformal, lean events!
METRICSMany tools available – many of them expensive andbulkyI lightly monitor awareness via Google Analytics, @replies, Twitter search, email subscribers, GoogleAlerts, Favstar.fm, Facebook Insights, bit.ly links,Birdbrain, etc.