So when I’m talking about social media what do I actually mean?
There are a whole host of definitions around but there’s a quote on screen, which I believe can be pinpointed to Wikipedia some years ago that has been begged, borrowed and stolen by many social media commentators– probably because it more or less works.
“Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio”
Put simply though… “social media is people having conversations online”
And it’s the idea of conversation and dialogue that is so important for the third sector and its approach to social.
You don’t need me to tell you that relationships are key for charities, they establish the emotional connection between the audience and the cause, which can lead to the functional and ultimately desired action of donation whether that’s money or time. And it’s this act of giving that is crucial.
Helping Charities Make Sense of Social
HELPING A CHARITY MAKE SENSE OF
SOCIALBuilding a social media framework
Social media is an umbrella term
that defines the various activities
that integrate technology,
social interaction, and the
construction of words,
pictures, videos and audio
Source: Wikipedia circa 2008
…is people having
Social is so important to the third sector because ‘giving
is fundamentally a social act’
– when others see what you do, they follow –
Social media allows the building of a network of
relationships by facilitating 1-2-1 interactions at scale
*Source: The Guardian, March 2015
How can [a charity] approach social
in a way that is manageable and
delivers measurable value to the
cause and the organisation
— Listening and observing
— Knowing the audience
— Looking outside of the organisation
— Understanding the wider organisational picture
— Being honest and candid
— Change takes time
— Lots of people like to get involved
— Don’t underestimate the basics
— Think beyond the ask…
— Followers and likes don’t mean success
— Social isn’t the answer to everything
Stay on message.
Focus on audience need.
“Like many organisations, we want our social channels to work hard for us. They have
to be a core way of delivering our organisational and communications objectives. e3
worked with us to help us to see through the noise. We now have a new framework, a
new team structure and a new way of working.”
Phillipa Williams, Head of Communications - Arthritis Research UK
All content in this presentation is the intellectual property of e3.