How to Use Social Media for Social Good creates guidelines for non-profit organizations that have decided to dive into the wonderful world of social media. While this eBook is most appropriate for non-profit organizations, the strategies shared by Boies are universal to many businesses that are developing a social media marketing campaign. Boies does a fantastic job of offering the reader step-by-step instructions that are easily explained for precise implementation.
The author offers real life examples throughout his guide that are both touching and effective. The first real life connection presented in this eBook was the poignant story of a successful social media campaign initiated to help a boy named Vincent Lamber. Lamber was a cardiac patient in need of a heart transplant. Pamela Toman, a Public Relations and Communications Officer for the hospital, decided to try social media as a way to share Vincent’s story and increase awareness about organ donation. The story created an emotional connection and was able to demonstrate the value of a social media campaign.
The eBook goes on to describes six main topics, separated into chapters to create a strong focus on each step. The topics include generating awareness, fundraising, developing a community, engagement, conducting research, and measuring efforts. Here are my selections for the best advice from each category:
When generating awareness for your organization you must focus first on creating relationships with similar companies. This can be mutually beneficial because you are able to learn from each other’s strategies and efforts. This will also create exposure for your non-profit. Your non-profit should also be a resource for information, which will drive more traffic to your social media sites. Lastly, your organization should have a relatable cause. Humanize your cause by sharing stories, pictures and videos.
Show your donors and potential donors that your cause is active. Your followers should feel their donation is being put to use, rather than sitting in a bank account. It is also important to create goals and timelines. People will feel more inclined to donate when there is a sense of urgency, as well as an end goal. Once you have donors interested in participating, make sure it is easy for them to do so. The donation process should be simple and user friendly.
Developing a Community
Create a community that includes influential people. Connect with prominent leaders in your city or pioneers that are instrumental to your cause; they will have insights and tips that could be useful to your projects and goals. Once you have established a community make sure to share positive experiences on social media to keep your community engaged and motivated. Your community will feel optimistic and happy to be backing a positive and successful organization. Most importantly, say thank you! People love to feel as though their contributions are being acknowledged and it show that you care about your community.
Staying engaged is a vital part of any social media campaign. To engage in the right way, make sure to check your data. Examine feedback and generate content that your community wants. Interact by promoting events and asking followers for their opinions. Engagement is key to keeping your community happy and interested.
Research is the language of your supporters. Taking the time to research your cohorts’ desires will provide you with useful knowledge about your audience. Use that knowledge to shape the content and messaging you use to communicate. Gather feedback in order to decipher what you’ve done right and what you might need to change.
Start with a game plan specifically defining your goals. This will help you when you want to measure your efforts in the end. Create a realistic and reasonable goal with a specific time frame. Having a specific plan will clearly show whether results were met.
Make sure to read How to Use Social Media for Social Good if you want great insight about using social media effectively for your non-profit. Also, make sure to tell us what you think of this eBook!
By Alicia Duran, Creatine Marketing