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The Game Has Changed

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Just as the invention of the automatic washer and dryer changed the

way we perform work forever, so too has social media changed the way

we communicate.

How we connect, with whom we connect, and when we connect are no

longer silent, behind the scene activities.

The days of creating a message and disseminating it through traditional

media alone are gone.

Communications is now a dialogue between you and anyone interested

in you. And social media is full of effective tools to help you “get your

message out there!”

Acknowledging this change is the first step in integrating social media

into your overall strategic plan.

Know Your Tools

In times past, women beat their dirty laundry on rocks by river banks

across the world. They used harsh lye soaps and waited for laundry to

dry with the help of the wind and sun. This was a painful and labour

intensive process. Today we have automated machines and

environmentally friendly detergents that perform the same activity in a

fraction of the time and with a fraction of the energy.

But just as the process of doing our laundry has evolved, so too have

the methods and processes of communicating our message. We no

longer solely rely on typical communications tools such as the annual

report, the press release, your website, or even email and the phone.

But we don't throw this knowledge out with the water, we incorporate it

into our daily routine. In today’s digital age, the process of “getting your

message out there” is augmented and amplified by the addition of social

media just as the process of doing the laundry has been augmented by

new technology.

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Prepare Yourself

Prepare yourself and your team: Integrating a new process into any

plan is a process in itself. It takes time, energy, and preparation.

Before you begin the process of laundering, you no doubt sort your

laundry into whites, darks, and colours. You probably sort your delicates

and work wear into other piles. A communications is no different.

Information is conveyed through press releases, annual reports,

newsletters, websites, and other publications. You announce events,

introduce new concepts, and engage in a conversation about your

organization’s vision and goals.

Just as you sort your delicates out of the larger piles, you can also sort

your information. Social media adds another level of engagement onto

your communications plan. Create “bite sized” information that can be

easily spread and consumed through Facebook, Twitter, YouTube, and

other social media.

But first, we must:

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Take it Seriously:

Expecting someone in your IT department or a friend who is “into

computers” to throw up a Facebook page or establish a Twitter account

is NOT engaging in social media. Social media, like communications, is

about engaging, dialogue, and building relationships.

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Social media needs your attention. It is effective only when integrated into your current strategic and communications strategies, and this must be done your current strategic and communications strategies, and this must be done at the strategic level.

This means assigning social media activities to a member of your staff who knows the organization inside and out. This person needs to be comfortable online and be passionate about your organization’s vision and goals. Pick someone who can reflect your brand and send a consistent message.

Social media may look easy and fun, but it requires a planned approach, a commitment to your objectives, and continual research to ensure the online message is consistent with your other messaging in your communications platform

Assigning the management of your online presence to an intern or someone who does not have a grounded knowledge of what your organization is all about is like throwing bleach in with your Denim. It rarely ends up with the results you intended.

I suggest assigning the responsibility for social media to one person. This helps your message remain consistent and clear across all platforms. Be sure that this person understands the value of transparency and the importance of acting as the voice of your organization.

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Define your Objectives

The first step to developing any plan is to define your objectives. When

you do the laundry you sort and pre-treat before you toss things in the

washer, don't you? Your objective is clear. Is it just as clear when you

think about the objectives of your messaging activities?

What is it that you want to achieve?

Do you want to improve public access to your organization?

Social media can do that.

Do you want to increase subscriptions to your e-publications?

Social media can accomplish this.

Do you want to mobilize your community or raise money? Social

media can definitely help you here.

Are you building community and advocacy? Then social media is

the right tool to help you do that too!

Defining your objectives first will help you in deciding which social

media to use, the type of content that needs to be developed, and the

resources to allocate.

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Determine your Audience

Depending upon your objectives, the audience you wish to reach may change. Depending upon your objectives, the audience you wish to reach may change. Social media connects you to communities of individuals and organizations from every walk of life. So, how do you define your audience?

Building your community: Take a look beyond the demographics of those you communicate with. Think about other social circles related to yours. Corporate partners, media supporters, and volunteer groups are great to connect with.

Take the time to find out where your audience is. Are they posting on Facebook pages connected to one of your causes? Are they discussing trends and issues on Twitter? Are they active on LinkedIn groups, connecting and sharing with their colleagues and peers? Are they watching YouTube to inform themselves about a cause or issue?

Before friending or following them, consider what you are doing that will be relevant to them. Will they add value to you?

Once you've connected, begin contributing by commenting and engaging in conversation. Help them by retweeting, or blogging about their advocacy efforts or events. You'll be surprised at how quickly the relationship grows and they will reciprocate your efforts.

Decide where your audience hangs out, who they are, what they are interested in, and why they are following you. This is all about building a relationship.

This process will uncover the many faces of your audience and allow you to forge a plan to speak to them in their language and on their terms.

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Evaluate the Landscape

You likely didn't just grab a detergent off the shelf or invest in the first washer/dryer You likely didn't just grab a detergent off the shelf or invest in the first washer/dryer pair that you saw. You took the time to know what they could do for you; right? Social media is no different.

It is important to allow time to research the various social media tools available and determine which ones will help you achieve your goals. We have the "BIG FOUR:"

YouTube: Is an effective tool in putting a face on your organization. It connects you on a visual level with your audience and does well at helping you “sell” your message. It allows you to key into your audience in a multi-sensory and emotional manner. You can use it to demonstrate a need for services.

Facebook: connects you with communities across the globe and is very effective for cause marketing. Facebook ads can act as billboards, extending the reach of fundraising, advocacy, and cause marketing efforts.

Twitter: helps you build relationships in 140 characters or less. You can drive traffic to your website, you announce events, or you can engage in conversations and address issues important to you.

LinkedIn is a large, searchable database with detailed information about the places people work now and where they have been. It's about finding common ground. It's about finding someone you know who knows someone you want to know to make that all important introduction. You can use it to research donors, prospective board members, other organizations, or potential employees.

Sometimes we hang our laundry on the line and let Mother Nature dry it for us. Sometimes we use our automated dryers. And, sometimes we let laundry lie flat to avoid shrinkage.

Social media is similar: Pick the tool that is right for you and your message. If your audience isn’t using Twitter they may be on Facebook or watching YouTube. Find out where they are and join them!

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Begin to Integrate

Where does social media fit?

Remember social media is not an all or nothing game. It is meant

to augment your current activities, not replace them. It adds new

touch points that allow you to reach people you might have

otherwise missed. Social media, done well, strengthens the bond

between you and your audience. Experiment with various tools

and see what works for you.

Can you use Facebook or Twitter to announce an event?

Can you start a blog that allows your audience to post

their own thoughts and concerns?

Can you receive feedback via LinkedIn to improve your

practice?

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Create Relevant Content

This is THE most important aspect of social media. Return to your objectives to help you decide what you are going to say and how you are going to say it. Today’s savvy online user is inundated with information all the time, so make sure they find yours of value.

The content you share on your blog, post on Facebook, or in 140 character Tweets needs to add value to your audience for them to continue to connect with you.

Create compelling content that engages, invites a conversation, and is well written. Remember there are no "take backs" on the internet. Once you post, it is out there forever. So be sure it is appropriate and good. Be transparent, approachable, and freely share. In other words, air your laundry.

Write about topics that matter to you and your audience.

Share your expertise and be open to receiving new ideas and perspectives.

Engage in conversations by commenting, retweeting, and replying to comments on your own social media.

Offer good advice and make an emotional connection.

Teach them something new.

Entertain them.

To help "get your message out there," don't forget to cross promote. When you update your website or post a new blog tell your followers and friends by tweeting a link or posting it to Facebook.

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Train Your Staff to be Social Media Experts

Even if your organization is new to social media, I’ll lay odds your

employees and board members are not. We need to accept the fact that

people are communicating via social media and embrace it. Many of us

associate ourselves with our professions and workplaces. This, in

effect, transforms each of us into ambassadors for our organizations.

Train everyone in what social media is, how it is used, and what

benefits it offers to your organization. In other words, develop a social

media policy and ensure that everyone understands it well.

Create systems and procedures that streamline processes. In other

words, replace the rock with the machine! Simplify and make the social

media process easier and less time consuming. Be sure of your

objectives, decide which tools will help you meet those objectives, and

invest in someone who has the expertise to make social media work for

you.

Create a policy that guides your organization and employees in using

social media effectively. It will empower your employees with the ability

to monitor social media to help protect your message. Include direction

on how to respond to both positive and negative issues and establish a

culture of communication between all levels of management and staff.

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Time to fold the laundry

You now have the tools, the means, and the know how to effectively

integrate social media into your overall strategic communications plan.

You can move forward from the age of beating your clothes on the rock

into the modern age of engaging with a worldwide community.

The most important thing to remember here is to prepare, plan,

integrate, and, above all, have fun. Social media is a tool that helps you

achieve the success you determine.

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