Is participating in social media of value to organisations?
2nd October 2009
Last week I wrote about how you should approach your first steps into social media as a marketer. But perhaps a question you have asked yourself is - ‘Should I be participating in social networks/media – is it of any value to me and my organisation?’
You may in your charity (depending on your size) use one or all of the following to communicate with your supporters and members - Direct mail; email newsletters; magazines; a website; display or television adverts.
Social networks are an important extension of these traditional marketing and communication mediums we use, with one important difference.
Most of the above are traditional ‘push’ marketing mediums – We send the message out and our supporters (maybe) consume it. This may have worked in the past, but people and the media landscape are changing. The way we get our news, how we watch our TV programmes, how we keep in touch. We can’t keep expecting people to stop what they are doing every time we want to interrupt them with a communication message. So why is social media so different? At its core, social media is about conversation - two way conversation (you can read more on how to get involved in the conversations here).
So why should organisations be partipating in social media?
It’s free market intelligence
Listen to the conversations. What are people saying about your cause or brand? What do they like - are they positive about you? Using social media you can get real-time, instant feedback about your brand, organisation or campaign.
A quick search on Twitter for #NCVO, web alert on Google or Technorati search (Technorati is a real-time search for user generated media) and I can see all the mentions from all over the web. This is instant, genuine feedback - positive and negative.
Customer service and supporter engagement
Not only can you listen to the conversation, you can actively get involved. If you see ‘negative’ feedback, you can respond to the person and resolve the problem or add clarity to where there may be confusion. By participating in social media you can’t control what people say about you, but at least you can control your response to it. You can moderate the conversation and ‘manage your reputation’ - quickly turning any detractors into possible brand ambassadors!
You can also build genuine relationships with your supporters - connecting with people who are passionate about your campaign, who in turn can help you to spread your message. You may only have a network of a few hundred but if one of your supporters picks up your message and spreads it to their network of 10,000 you have suddenly (at no extra cost or time) got your message out to a whole new audience.
Social media is ‘word of mouth’ marketing on a global scale
The most powerful piece of marketing is ‘word of mouth marketing’ - the messages you or your organisation don’t control.
If a supporter or member recommends you or your service to a friend, this is more powerful and of more value than any expensive marketing campaign you can run. This is social media in action, except it is not just ‘one-to one’ communication. It can be ‘one-to-many’ or ‘many-to-many.’ Social media is word of mouth marketing multiplied on a global scale. Reviews, comments, recommendations – this is what people now read when they make their buying decisions. By listening, participating, and refining you can help make sure these ‘WOM’ statements are positive.
Collaborate with your colleagues and develop your knowledge
Learn and share with others who are doing the same job as you – people are on social networks to help, share and discuss. Join up with fellow minded people who share the same passions as you, and no longer be the ‘one communication person’ at your small organisation.
For instance since I have been on Twitter, I have come across marketing blogs that I would have never would have found through a traditional ‘search’ on Google, as well as making connections (online and off-line) with other ‘charity’ colleagues.
It levels the playing field between large and small organisations
Social media has levelled the playing field between large multinational charities and small local ones. Now your ‘niche’ cause can get the awareness once only afforded to the large charities from running expensive marketing or PR campaigns.
You can raise awareness of your campaign using all the free tools and platforms that are available (such as Facebook and Twitter) – building up your network, connecting with new prospects and getting your voice heard.
Social media is MADE for small charities and organisations!
Still not convinced?
Your supporters and members are already having the conversations about your organisation or brand – whether you are participating or not. If you ignore the conversations, they won’t go away, they will just continue without you, and at some point you may get left behind. Participating in social media/networks is the ‘new normal.’
Can you afford not to be in the conversation?
What do you think? Have you got some positive stories or experience of how you have used social media to connect with your supporters?
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