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To Tweet Or Not To Tweet? |
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Written by Joan B. Marcus
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One of the questions I am frequently asked is, “Does social media really matter to the success of my organization?" Although some would argue that no nonprofit organization can afford to be without a social media presence today, the answer is not so simple. From a professional perspective, social media is a marketing tool that should be used to help you achieve your organization’s goals. While it may be exciting to grow your list of friends, followers or connections, if you want real results, you need to approach social media strategically. Otherwise, you can waste a lot of time and resources with minimal results.
Here are some guidelines to help you use social media wisely:
* Set goals and objectives. Social media is a marketing tool that can help you reach your organization’s goals and should not be viewed as an end unto itself. Before you invest time in social media, decide what you want it to accomplish.
* Understand your audience. Social media is growing rapidly but not everyone uses it for professional purposes. Before you embark on a social media campaign, survey volunteers, donors and other key audiences to find out how they like to get information from you and if they use social media.
* Know your message. If you do decide that social media is the way to go, plan your use of it, beginning with your message. For example, your mission statement should be included in your profile. As an advocate for a specific cause, you can use social media to raise your profile and become a thought leader — an expert in your field. Share information that you have developed as well as pertinent articles written by others.
* It’s all about keywords. Keywords are powerful. Social media sites are searchable so you want your profile and comments to include keywords that prospective volunteers and donors use to find information about your organization or the services you provide. Otherwise, you may miss out on a lot of opportunities to communicate your mission to key audiences.
* Participate. Most people understand that if you join an organization, you need to participate to reap benefits. The same is true of social media. Follow the conversation and participate when you have something worthwhile to contribute.
* Be professional. If your goal is to build your professional reputation, watch what you say and how you say it. Ill-conceived comments can and do backfire.
* Make a commitment. Social media sites are littered with accounts that have been opened by well-meaning organizations and then abandoned with only a few tweets, connections or posts. This does nothing to raise your organization’s profile and actually can be a negative. If you join a social media site, make a commitment to be actively involved.
Copyright 2011 Joan B. Marcus Communications LLC May be reprinted with the following in full: Joan B. Marcus, president of Joan B. Marcus Communications LLC, helps small businesses and nonprofit organizations build their brand through the power of words. Learn more at http://www.joanbmarcuscommunications.com/. Joan B. Marcus, president of Joan B. Marcus Communications LLC, helps small businesses and nonprofit organizations build their brand through the power of words. Learn more at www.joanbmarcuscommunications.com where you can also sign up for a free subscription to Words That Work, a monthly newsletter that offers practical and low-cost strategies to help you market your business.
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