Social Media Marketing 101-Part 2
5:06 PM Sunday, May 30, 2010
We are increasingly seeing nonprofit organizations use social media for a variety of purposes. Many of these organizations have been using social media without any clear guidelines, which may answer the reason why they don't know if their social media campaigns are effective. I recently wrote a book review essay on what I call Civic Engagement 2.0. I reviewed the book CauseWired by Tom Watson, which I would recommend to anyone interested in how social media is used for social activism. In fact, you can read my review here.
The biggest takeaway from the book for me, is how I believe nonprofit organizations may need to reconceptualize how they view effectiveness. Surely there are many metrics an organization can use to evaluate their use of social media, but the hardest thing about social media is measuring the potential increase in social capital. Social capital is essentially the reciprocal process of developing trust and connections throughout the community. There are many definitions of social capital, but the one thing that many theorists agree upon is that social capital has been declining. Individuals are become more and more disengaged. Factors or reasons why point to the television set, suburbia, and more recently Facebook or Myspace.
However, I challenge the notion that social capital, and by extensions civic engagement, has been declinging. I think it has simply changed shape. Indeed not as many individuals are meeting up at the bowling alley, as implied in Robert Putnam's Bowling Alone, but people are meeting more and more through social media, such as the aforementioned Facebook. Individuals are creating deep and powerful connections through social media in a way in which they are no longer bounded by geography. People can now connect with individuals all over the world and make a significant contribution to issues that are meaningful to them.
Much of CauseWired is about this very idea. The idea of how social media is chaning social activism. But I digress. Again you can read more of my review here. The idea I wanted to present here was about reconceptualizing effectiveness. The reason I bring up this book is because it illustrates poignant examples of civic engagement 2.0 and how individuals are using the power of social media and social networks to change the world. Not only is the book engaging, but it also demonstrates how nonprofits should consider what outcomes they would like to achieve by using social media.
I would venture to say that much of what I am talking about is also a bit hard to understand. Although, I would recommend reading the book. It is not a how to or recipe guide for successful social media use. No, instead you have to read between the lines, so to speak. To find out how these organizations used social media successfully. Or you can be sure to check back here, look us up on YouTube and twitter for more.
If you are using social media, and you have some concerns, questions, or good ideas. Be sure to email us, or leave a comment. I look forward to engaging with you more.
Thanks.
Jim
Social Media Marketing 102
10:31 AM Tuesday, April 6, 2010So it has been a while since we last posted a blog update. Just know that we have not forgotten about the nonprofit sector but are truly trying to get this little company up and running to be able to help out with your social media needs.
Now you may be saying, "why does a nonprofit really need to use social media?" This is a valid question. Social media is something that many people do not understand or are actually a little afraid of implementing in the marketing mix because it is something you cannot control. Well hopefully this post will dispel a few of those fears for you.
Well first off, why do you need to use social media? My answer would be because it is a cheap and effective way to reach out to those who would actually help. Think about it, many people already use the RSS features of many news sites to keep up with what is going on in the world. Even if you just use Twitter like the RSS feeds, you are getting those who donate their time and goods to your cause. You can Tweet different needs your organization may have or even different events you may be having. Only those who know you and have had some contact with you will follow you. Same thing with Facebook. Set up a Flickr account to show the activities and service opportunities. There are many ways you can use social media to your advantage.
Next up, control. While yes it is technically true that you cannot control what is said about your brand on the various social media outlets, (and this is great for transparency) you still have a little control. First off you need to make sure what you are doing is ethical and the way your treat your volunteers is in line with how they should be treated. Of course you will still have some naysayers as that is just business but it is how you handle those negative remarks (and you MUST handle them) that will show your true worth as an organizational leader.
If you need any help, feel free to contact us at atsocialmarketing@gmail.com. More to come later.
Social Media Marketing 101
11:41 PM Monday, March 15, 2010Our first foray into the Social Media "Self-help" realm. Enjoy and let us know how we can help. Stay tuned for more!
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