The Best Thing You Can Do TODAY
One thing Moms know is that children usually know when adults are only half-listening. Just as kids can feel frustrated, unheard, and at times even unloved when this happens, so can our constituents feel ignored and unsatisfied when we merely broadcast information without asking for or responding to feedback.. Listening to constituents with our full attention helps strengthen their sense of importance and gives the message that we really want to hear what they’re thinking and feeling. This is the heart of effective social media engagement.
In my last post I talked about the fact that social media, used strategically, is a killer engagement tool. It’s one of the best tools out there for creating awareness of our mission/brand and building long-term relationships with our constituents. But… it’s time consuming. So we need to plan for it, and we need to be strategic.
The first step is determining our target market(s). The next step is figuring out what resources we have to devote to this strategy. Once we know who we want to reach, and what we have to work with to reach them, we can move forward with building a strategy. Towards that end, let’s look at steps three through five:
Step 3. THINK LIKE A MANAGER AND COACH
Where will the buck stop? To avoid chaos, someone has to determine the team line up and call the plays. A totally decentralized, catch-as-catch-can social media “plan” is not a plan. This is not a place for anything goes. Something is not always better than nothing (even if it allows you to tell your Board: “Why, yes, of course we’re on Pinterest”). Put someone in charge and call regular meetings (they can be brief) to align your strategy.
I know folks who are great organizers and strategists. They love spreadsheets and work plans. Then there are those who just want to act and let the chips fall where they may. Which type is the person who leads your social media plan?
TIP: Before embarking on social media, create a content marketing plan. First decide where you want to go; then decide the best strategies to get you there. As you go along, also use social media as a listening tool. What is resonating with your folks? Tailor your upcoming content accordingly. Don’t get stuck with a playbook that isn’t winning for you.
Step 4. THINK LIKE A TOP CHEF
What is it you’re trying to cook up? Besides knowing who your diners are, you must know the type of mood they’re likely to be in when they step inside your space. If you want a serious multi-course meal, and are endeavoring to position yourself as an authority in your field, then a blog may be your best choice. If you want to attract a new, younger audience, then Facebook may be your place for more casual, comfort food. If you want to engage ongoing supporters in live chats and/or pointed updates (small bites) throughout the day, then Twitter could be your best bet for something more along the lines of tapas. If you really want to showcase your beautiful constructions, then Pinterest may be your sweet spot. Whatever you do, strive to offer consistency, quality and personality. These are the hallmarks of a great engagement strategy .
I know folks who make the same meals every week and tell folks to eat it. Period. Most of their family members end up going elsewhere to feel satisfied. They don’t like being force fed. What kind of meals are you offering?
TIP: Chefs play around with different ingredients, and so should you. Test out some of these sites and see what you like. See what your audience likes. There’s a reason we have more than one flavor of ice cream. Try to have enough different flavors to draw a large enough crowd to support your mission.
Step 5. THINK LIKE A MOM
What do you want your kids to do when they grow up? Through social media we nurture our family of supporters. We teach them. We engage with them. We bestow them with fuel for thought, encouragement to stimulate their imagination, stories to arouse their dreams and a solid platform from which to act – we give them roots and wings. Fully supported by us they can then give back and support us.
All the moms I know are nurturing. They learn through trial and error. And they know that different children are different. Are you listening to and learning from your ‘children’? Are you investing the time necessary to help them discover how they can be helpful? Are you serving as a catalyst so they can fulfill their dreams?
TIP: Social media is a cultivation tool. It’s a way to grow your family. Sure, you may borrow money from your kids now and then (!). But money is not the primary thing you’re after. You’re building relationships that will last a lifetime.
Check out the latest social media benchmark report findings . And please share how you’re managing social media, and what the size of your nonprofit is.
We can’t all do everything, but we can all do something. Thanks!
We can’t all do everything, but we can all do something. Thanks!
