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Social Media Strategy – Conversation for a Cause

September 6, 2010 | By | No Comments

Courtesy eMarketer

Social media strategy – conversation for a cause

Cashing in on social media isn’t just for profit-producing entities. In fact, a social media strategy is a smart addition to the non-profit director’s tool kit. Here’s how to leverage this powerful medium to promote your mission:

Use social media like the for-profits do.

When it’s time to rally supporters, round up donors, and recruit volunteers, you’ll need to use social media like your for-profit counterparts. That means your job is to engage stakeholders. Mashable’s Josh Catone suggests using social media to solicit feedback and develop ideas. This will help turn supporters into the kind of raving fans that spread the word about your good work.

Jump into the conversation.

The heart of social media is engagement. As a result, a Facebook page is more than just a virtual billboard for your cause. For example, if you operate a breast cancer charity and a fan takes the time to tell you he lost his sister to the disease, be sure to respond, even if it’s a simple “I’m so sorry for your loss.”

Catone recommends setting a schedule so you can review and respond to comments on a regular basis. If that’s too much, consider investing in a social media firm with staff trained to engage social media users.

Be transparent.

Supporters want to know that the time and money they invest in a cause is being used properly, making transparency critical for non-profits. When there’s a problem, address it head on and with honesty.

Mobilize the troops.

Rising postage. Fewer grants. Endowments destroyed by the recession. Raising money hasn’t gotten any easier. Yet the Red Cross raised $5 million dollars via Twitter in the two days following the Haiti earthquake. While you may not expect to raise seven-figure amounts via social media sites, you can use them to make the donation process quick and convenient.

Social media can be a powerful tool for non-profits as well as enterprises. To learn how social media monitoring and online engagement can transform your charity or business, contact Social Strategy1.

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