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

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