Do Facebook and Twitter discussions "make you crazy?"
Do you secretly resent social media and its growing role in fundraising?
In social media, it is very useful to set two types of boundaries: time limits and conversational subjects. (More on each of these as we go forward.)
The challenge is to establish those boundaries first - before you start the conversation.
Setting The Time Boundary
How much time do you plan to allocate to social media? You already keep a full schedule, so thoughtfully consider what tasks you will drop to make space for social media.
Once you've decided on a time limit, create a schedule. Ask yourself when you will be able to concentrate on your social media effort. Ultimately, your purpose is to be as consistent as possible. Developing social media as a strategy means making a commitment to a routine.
Once you determine which social networks you will use regularly, you can begin to identify tools to simplify your productivity.
Establishing a viable social media program means asking the right questions of yourself and others.
Just hoping your nonprofit benefits from an effort is not enough.
What is it you expect to gain as a result of using social media? Additional donations? More hits for your website? Greater visibility in search results? A leg up on your competition?
Social media could help you do any one of these things. Once you define your goal, you can begin to think in terms of identifying your audience and how you will add value.
Identify Your Social Media Talking Points
Think of going to a networking event with the very specific mission of finding and meeting two potential prospects and learning at least two things about each candidate.
This makes for an entirely different experience than that of attending a networking meeting for the sole purpose of adding business cards to an already bulging file.
How would you act at this event? You might move more slowly and look for someone you could help with a referral or an idea. In this scenario, you would make a point of asking open-ended questions and then listening more than you speak.
You can approach social media in much the same way. Think first in terms of your donor base. What do those customers most want to hear from you? How can you capture and hold their interest and then start building your online community with this type of information?
Make a list of the talking points you could discuss. In networking terms, this is the conversation.
Success in social media requires that you develop a strategy for your conversation. It's not enough to simply have a repetitive call to action, especially if you're asking for money. In just a very short time, people become immune to that message.
Write out your talking points. Think of your best stories. Add some of your favorite resources, a quote or two, and comments you've heard from customers.
Commit to planning. Set strategy.This strategic work provides a critical link between your marketing goal and a successful social media program.
Good luck! I'll see you on the web.
Mary Ellen Merrigan of Merrigan Group, LLC delights in presenting smart marketing strategies with a D.I.Y. (Do It Yourself) component. Her newest e-book, The Six Week Marketing Master Plan addresses the tangle of today's marketing channels. Download the Book. She regularly consults with nonprofits to combine greater visibility with profitable growth. Visit her website to learn more.
