The conventional wisdom tells us that social media isn’t a particularly effective way to do fundraising, at least not yet. This article on SmartBlog on Social Media shares a few tips about how it actually could be done successfully. They came out of the recent Nonprofit 2.0 Unconference. Here’s one of the tips:
“Demonstrate your impact. Use your tweets, blog posts and Facebook updates to forward this narrative [about a specific person's story] and reinforce the effects of your programs. You’ll be more successful asking for donations if you’ve cultivated a relationship with potential donors, said one attendant.”
These tips from nonprofit blogger Kivi Leroux Miller are pretty much common sense, but still it’s helpful to have them assembled in this clear way. Check ’em out.
This article from Mashable.com offers good food for thought for those interested in entering that field or at least getting up to speed. And even for those of us who already do social media marketing, there are a few good ideas to keep in mind.
This quote from Sophia Aladenoye, a digital strategist at Ogilvy Public Relations, is a good example of the advice you’ll find:
“My top tip would be to always engage with people. I have seen this, time and time again, that those who are in the social media industry and who wish to break in are individuals who actually like people and like talking to people. Those are the ones who I see thriving in this industry — it is called ’social’ for a reason. Even if you consider yourself an introvert, there should be a part of yourself that still reaches out to people.”
Though Google released Buzz as a social networking tool, so far it seems to be functioning more as a news feed than an interactive tool. An analysis by PostRank showed that 60% of the content on Buzz is from Twitter. Another 26.47% is from news feeds. That leaves a little more than 10% of the ”buzz” potentially being original content generated by Buzz users.
Of course Buzz is still very much in its infancy, and the powerful potential of its integration with Gmail should not be underestimated. So we’re definitely keeping an eye on it.
Most of us are fortunate not to have to deal with a lot of controversial postings on Facebook and elsewhere. However, abusive behavior is something all of us who manage social networking presences should look out for. Today I ran across a helpful blog post by a woman who’s been managing a Facebook page that draws a lot of hateful postings. Here’s an excerpt:
“Freedom of speech is important, but you have to make a tough decision about when one person’s inflated ego and political or social beliefs trumps thousands of others in your community. There are many, many other places on the Web where they can go rant. You will need to decide when you no longer want them ranting on yours for the greater good of your community.”
A Web site called Social Media Governance has posted copies of the social media guidelines of various companies, government agencies and nonprofits. This may be of interest if you’ve been asked to help establish guidelines for your unit.
This list is from a blog called Inside the Marketers Studio. The first 9 on his list sort of puzzled me because I don’t know how to measure “buzz” and he doesn’t explain how. But the rest of the list is good stuff to keep in mind, especially when having to justify the time you spend on marketing/communicating via social media.
This article from BusinessWeek creeps me out a little bit but it is fascinating stuff, from a marketing and sociology/psychology perspective. Here’s an excerpt:
An immense new laboratory of human relations is taking shape. Millions of us are playing, working, flirting, and socializing online—and producing oceans of data. Duncan J. Watts, a Columbia University sociologist now on leave and heading a research unit at Yahoo!, marvels at the change. “When I started network research 12 years ago, we had virtually no data,” he says. Now he and his team can study the network behavior of 295 million e-mailers and legions of the 200 million Facebook users. For social scientists, Watts says, this flood of data could be as transformative as Galileo’s telescope was for the physical sciences: “It gives us a new understanding of our world and ourselves.” …
Others find value in a sizable following. Earlier this year, Jason Calacanis, founder of the search engine Mahalo, offered to pay Twitter $250,000 to put his account on a recommended list for the service’s users. He says he was “half joking” but believes the investment would have paid off. He figures the recommendation would have steered 5 million to 15 million new followers his way within two years and that many would have made their way to his company’s Web site. “If 10% click on a link [to Mahalo] once a month,” he writes in an e-mail, “you have about 1 million visits a year. … I’d pay 5 cents for a follower.” Lots of businesses, he says, could benefit from such followings. An airline such as JetBlue could offer discounts to the first 1,000 people who respond and “never [have] another empty seat.”