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