There is so much buzz out there about using social media. Have a problem client you can't deal with, check them out on Facebook or send them a text so you don't have to talk to them; Got a marketing or advertising need, build a Myspace or even an Ebay page to hawk your wares; Internal strife, create a company blog or forum and let them go to town....
Well while all the info out there is great, it is at times overwhelming. Working for a nonprofit that operates on a budget that would make scrooge cry, it can be difficult to figure out inexpensive (read cheap) ways to utilize social media techniques, versus all the excess fluff we really don't have the time or funds to manage or learn about.
And yes I do realize the irony of this post being written on a blog.
Some agencies have figured it out already and do a bang up job of promoting their interests without looking like an awkward teen going to his or her first dance. For the rest of us though, here are a few tips to help guide the average small nonprofit through the sometimes murky world of social media.
1. Not everyone belongs on Facebook, Youtube or Myspace. Some nonprofits really want to reach the younger generation and think slapping up site on one of these host sites will make them appear trendy and cool, while promoting awareness of whatever issue they are selling. (and yes it is a form of advertising people)It doesn't always work. In some cases it can really backfire, making the issue you are promoting become lost as the average user becomes lost in the over-stimulation of flash marketing and as in the case of Youtube "related videos" that really have nothing to do with your cause other than a random key word similarity. It can even be really embarrassing if you direct a potential sponsor to the site about wildlife conservation and what pops up are the latest ads for Pamela A's old implants selling on Ebay or some random girls gone wild video.
2. Blogs are great...but if you create an open one for internal use be prepared. Sally* really doesn't like your potato and bacon salad next to her veggie tacos in the break-room fridge and Jenny Lyn* is cheating on her hubby. These are things you really don't want to know, at least not when you are just trying to get help using the fancy new fax machine or attempting to wade through the organizations new travel regulations. Blogs and internal forums can be wonderful sources of information and a great way to share ideas, if they are not abused.
3. Re-visit your objectives. Do you really want to promote awareness among a 20-something or younger crowd with little or no income? Most nonprofits are in a constant desperate need for funds...so before creating room in the budget for a new fangled social media marketing campaign, make sure you are not creating an audience that will become bored all too quickly, usually without pulling out their wallets or calling mom and dad for the credit cards. (no offense meant as I am sure there are plenty of successful young twenty-somethings...but the generalization is still true for the most part.)
4. Email will NEVER replace good old fashioned telephone calls or face to face contact. PRSA's Tactics publication just did a great article on this very subject. Yes email pitches are ok at times, usually if you know the reporter pretty well, but if you send out a mass email to a list of new contacts...well prepare to be spammed, meaning you just wasted a whole bunch of time (which does equal money by the way). Also, never assume that the contact will automatically want to read your blog or company boilerplate on their own time. Sending an email with only a link is a sure way to make sure you never receive any coverage EVER.
Lastly, social media is changing and evolving at a rapid pace. In some cases it can be utilized to get your specialized message out. Do your homework first though. Trust me, these opportunities are only getting better so taking a little time will certainly serve your organization well, and more than likely save you a little cash as well.
Got a tip for struggling nonprofit or start up? Post a response and keep the information flowing!
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