Using Social Media To Hit 'Em Where They Are

"Keep your eye clear, and hit 'em where they ain't"—"

Willie Keeler

Great advice if you are stepping up to the plate in a baseball game.  Not so helpful if you are trying to reach people through social media.  There are dozens of social media platforms created every day, and just as many relegated to the trash heap.   A few years ago Facebook was an idea to connect college classmates.  Five years from now it may not even exist.  So, which platforms do you use?  How do you hit 'em where your customers and donors are?

First and foremost, don't guess.  Ask.  Too often non-profits and small businesses make assumptions about social media based on two criteria: the age of their clients or volunteers, and their own personal use (or lack thereof) of social media.  And too often they miss what is really going on.  While age has some impact on the use of social media it is a very bad idea to determine that older folks don't use social media, or that younger people are obsessed with it.  Make it a priority to ask all of your customers and supporters about their use of social media regardless of age (or income, education or any other filters you might be using).  Through informal conversation or a simple social media survey you can get a real handle on what platforms they are using and how often they use them.

Second, just because you don't tweet does not mean your customers are not avid users of Twitter or other social media platforms.  Once you know what platforms your clients are using start connecting to them through those platforms.  Learn to love Foursquare...okay, maybe just grow to like it as a friend, but use it.  Make it a part of your social media strategy.

Third, keep your eye on the future.  Your current customers or donors may not be heavy users of social media now, but that does not mean that new clients and volunteers won't be.  Your customer, donor and volunteer bases are not static.  They are every changing and their use of social media is in a constant state of flux as well.  Your social media strategy needs to take change into account and be designed to add platforms later on that may not be very helpful today.  That way you can ensure that you hit 'em where they are.

©2011 Roger Burns-Watson, All Rights Reserved

Social Media - It Is Not All About You!

When it comes to using social media so many non-profits and small businesses lose sight of one simple fact - it is not all about you.  Too often the first question I get from clients is, "How do I get more people to like/follow/subscribe my organization or business?"  This is not a bad question.  The problem is what drives people to ask it.  In most cases it has to do with organizations and businesses wanting more people to use their social media platforms so that their business or organization will grow.  Of course social media can help you grow.  Yet, if your first concern is about you and your organization then you run a high risk of missing out on the power of social media platforms.  It is not all about you.

Rather, your first thought should be about your customers, clients, donors and partners.  And your first question should be about how you can use your social media platforms to meet their needs.  Think about it for a minute, how many people use social media platforms in order to be sold goods, services or opportunities to give?  Yes, people go to websites to shop, and Groupon and other such sites are popular with consumers, but most folks are using social media for other reasons.  They are looking to stay connected, maintain or nurture relationships, be amused, distracted, inspired, and heard. 

Organizations and businesses that use social media effectively strive to know their customers, clients, donors and partners needs and then figure out ways to meet those needs (within the context of what those organizations and businesses specialize in).  These professionals understand that the fastest way to grow their social media base is to shift the focus from their organizations to the people they serve.  Growth in the number of likes/followers/subscribers comes because these organizations bring value to the lives of the people they are reaching out to. 

What drives your organization or business' social media strategy?  Are you committed to identifying and meeting the needs of your clients or donors?  If not, what are you waiting for?  Questions? Don't be afraid to ask. Rubate Consulting is here to help.

©2011 Roger Burns-Watson, All Rights Reserved

Using your social media to help your partners

Every business, non-profit and organization has partners.  Your partners make it possible for you to stay in business and fulfill your mission.  The more successful your partners are the more successful you are going to become.  You can use your social media platforms to help your partners grow and also expand your base of support.  Here are some tips to make that happen:

-KNOW YOUR BRAND.  You can allow partners to post on your Facebook page, or reTweet something they Tweeted, but you need to ensure that their content is consistent with your brand.  Just because one of your partners is having a yard sale next weekend does not mean they should use your social media platforms to tell the world - unless yard sales are part of your brand.

-HAVE A STRATEGIC PLAN.  Think about your partners and what type of relationship you have with each one.  Develop a plan that allows your social media platforms to specifically addresses and strengthen those relationships.  Be strategic, not hit or miss.

-SHARE THAT PLAN WITH YOUR PARTNERS.  It is important that they know you are trying to support them and what the boundaries are.  Otherwise you risk turning your social media platforms into billboards for your partners that do not build up your brand and actually undermine your relationships.

-GIVE FIRST.  Reach out to your partners first.  "Like" them, follow them, invite them to post content on your social media platforms (using your strategic plan!).  Take the initiative.  Your partners are going to be much more willing to invite you into their social media networks if you have already extended an invitation to them.

A strategic use of social media can help your partners grow, but it will also help you grow.  Your partners have access to dozens, hundreds, perhaps even thousands of people and businesses who are waiting to become your next client, donor, and yes, partner.  That is what makes social media platforms so valuable for you, your organization and your partners.

If you have any questions don't be afraid to ask. Rubate Consulting is here to help.

©2011 Roger Burns-Watson, All Rights Reserved

Mind the avatar

Do you know what your avatar looks like?  No, I don't mean the blue people from the movie, I mean the image that represents you, your business or organization out in cyberspace.  Most avatars are small squares, often only an inch or two in height and width.  You may not think that they matter that much, but in truth they are critically important in helping your customers, members or donors recognize you.

We live in a visual culture.  Our eyes are drawn to images much quicker than they are to text.  In many social media platforms your avatar is going to be one of the first things that people connect with and their impression of what they see is going to shape how they respond to your content.  Unfortunately, many individuals and businesses don't pay much attention to their avatars and undermine their ability to effectively communicate with their audience.  Here are some simple rules to keep in mind when designing your avatar:

1) If you are using a logo make sure it is formatted to fit in a square.  Most business logos are rectangular in shape (a hold over from the age of print when logos were created to fit neatly on letterhead).  I cannot tell you the number of times I come across avatars in which the logo is cut off because the individual or business tries to use a rectangular logo in a square box.  If you don't take the time to reformat you are undermining your brand and greatly reducing the effectiveness of your logo across your social media platforms.

2) Many individuals use photos of themselves for platforms such as LinkedIn or Facebook.  In most cases that is a good choice.  Keep in mind, however, that your avatar is very small.  Head shots are always going to show up better than full body photos.  Think about the colors you are using in your photo.  Bright colors will attract attention, but they can also distract.  Our eyes are conditioned to respond to vibrant colors and you don't want your avatar to distract from the content you are sharing with your audience.

3) Keep your avatar the same across all of your social media platforms.  Your avatar is your logo, it represents you whether you are an individual, business or organization.  The trust and goodwill you have developed with people is communicated in that little image.  Big things come in small packages.  You lose the power of your avatar if it is not consistent.

4) Keep it simple.  If your logo has text remember that too many words will be difficult if not impossible to read in an avatar.  Focus on the image rather than the text, unless your logo contains only two or three words.  Tag lines, mission statements and the like are important, but they do not work well in avatars.

5) Don't be afraid to do some simple market research.  Ask your clients, members, and business partners what they think about your avatar.  Do they recognize it?  Does it communicate anything to them?  Is it distracting?  Or, does it generate a positive feeling about you, your business or organization.  In the ever growing world of social media your avatar is too important to leave to chance.  Make sure your avatar is working for you, not against you.

If you keep these simple rules in mind you will be able to unleash the power of your avatar.  You may not win an Oscar (James Cameron didn't win one either) but you will discover that your avatar increases your ability to connect and communicate with your audience.  If you have any questions don't be afraid to ask.  Rubate Consulting is here to help.

©2011 Roger Burns-Watson, All Rights Reserved