This document discusses social media tactics and concepts. It notes that social media involves sharing information among people using internet and mobile tools. Effective use of social media requires understanding your audience and developing a constant stream of relevant content for them. It also requires being willing to take risks to see what strategies work best. Measuring results and getting feedback is important for improving social media efforts over time.

1. Social Media Tactics and Concepts
Kara Kane, Medaille College

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

3. . . . 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


5. 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
◦

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

7. 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. . .

8. 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

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

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

13. how you distribute information and gather

feedback.

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

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

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

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

19. 

◦ Group Pages
◦ Fan Pages
◦ Advertising
◦ “Causes” Application


20. 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