Archive

Posts Tagged ‘social media’

How to Communicate In The Midst Of Tragedy: 9-Step Checklist

by Nancy Schwartz from Getting Attention!

Like you, my heart and head are heavy in the wake of yesterday’s bombings in Boston. Especially since I feel so helpless.

I had a completely different post planned today, but wanted to respond a.s.a.p. to the questions, worries and just totally-wrong communications I’ve seen going out since the bombings yesterday afternoon.

Most of this outreach was harmless, but simply a mismatch with what’s on our minds right now. Because most of us are feeling horror, sadness, fear, uncertainly and a sense of helplessness and vulnerability.

Here are my right-now recommendations for your organization’s response.

Please share your strategies, and add your questions and feedback here.
We are much smarter together.

 1. Get Off Auto-Pilot

Given our collective state of mind, some of the nonprofit outreach I saw yesterday was absolutely inappropriate—like the e-invite I received at 7:19 PM yesterday fromSave the Children via Harris Interactive, asking me to respond to its survey.

This email came in as the details of deaths and serious injuries continued to flow, including the death of an 8-year-old boy and the critical status of his mom and sister.

Let’s put aside the fact that Harris told me the survey would take 25 minutes of my time (won’t ever happen) and focus on the horrendous oversight here—this campaign was clearly auto-scheduled and on auto-pilot.

As a result, this ask missed the mark by 1,000 miles, coming across as a huge “who cares” by Save the Children. If I was in charge of this survey, I’d put it on ice for now.

Our state of mind doesn’t get more ungrounded than it is right now. So be ultra-sensitive.

 2. But Don’t Just Go Dark Either

Your cause and work is vital to making this a better world.

And although it may seem easiest to go dark right now, please don’t. Your network counts on your work to carry our world to a better place.

Proceed slowly and strategically, but do proceed. The last thing we need is staying stuck right here.

 3. Use Your Relevancy Lens—Relevance Rules More Than Ever Post-Tragedy

What’s top of mind for your network is the only lens that matters, now more than ever. Put yourself in the shoes of your prospects and supporters. What are they focused on now?

It’s likely to be fear, horror, sadness, empathy, helplessness and/or anger. That’s your cue.

Your own agenda must fall behind for the balance of the week, at the very least, unless there’s a real, organic link to bombing-related issues.

It’s never productive to communicate into that environment at the moment of. You’re not missing an opportunity if you push on, and you risk alienating your network if you blindly push on with plans.

4. Right Now—Show You Care

Show your support for the Boston/Marathon community and empathize with the shock and sadness your supporters are likely to feel via Twitter or a brief Facebook post.

Social media is an ideal way to let your supporters know you’re with them right now, and to share words of comfort. That’s the kind of response that puts a human face on your organization.

Here’s a good this-morning model from the Community Foundation of Sarasota County.

Post-Boston1

5. Right Now—Hold Scheduled Outreach Till You Review

Immediately unschedule what you have lined up to release today and for the balance of the week. You’ll reschedule what’s in line with your base’s state of mind after a brief review.

Automating outreach is a lifesaver, but also a potential snafu at times of crisis. It’s auto-schedule, not auto-pilot.

I saw so many pre-scheduled tweets, Facebook posts and emails go out yesterday afternoon, in the hours following the bombings when we were in the spell of first shock. As a result, I received these “business as usual” communications, at a time when nothing was usual, which caused a huge disconnect.

Stay real, and stay respectful. That will ensure your relevance in good times and bad.

6. A.S.A.P Today—Review Your Marketing & Fundraising Plans For Next 10 Days

Link your message to the bombing only if there is an organic link (e.g. children’s health and well-being, violence prevention, gun safety, public safety, anti-terrorism.)
Otherwise, avoid trying to capitalize on a tragedy. You’ll fail, miserably.

If your organization isn’t working to help the Boston/Marathon community or related issues, consider taking a couple of days off from your asks.
Those in support of your issue are already making contributions and circulating petitions. But it’s too raw  today to start persuading others, or even showing them how they can help avert future disasters like this one.

Depending on our mood and focus over the course of the week, pick the right time to dive back in with a moving forward focus. That may be Thursday, but may be next week.

Instead, craft your outreach for later in the week so you’ll organize most powerfully,  galvanizing disheartened supporters to join you in action for a better future. The exception, of course, is if you’re helping the affected community directly.

Change any metaphors or analogies you use that feature bombs, explosion and the like in not-yet-published content for the next two weeks.
These are some of the most-used references, usually used in a positive way (but there is no positive now). Think exploding with daffodils (from a Facebook post this morning from one of my favorite botanical gardens) or the fact that the star’s first Broadway show absolutely bombed (in the e-newsletter scheduled to drop tomorrow from one of my performing arts clients).

Such references can’t be used gratuitously for the immediate future. Comb your coming content carefully.

Get speed input on your revised approach today with colleagues on the ground and members of your marketing advisory group

These are the folks who are in touch with your base (and are your network members), and you need their insights.

If you don’t have a marketing advisory group already in place, reach out to a few current supporters in each of your segments, asking for five minutes of their time for a quick call.

7. Share Your Revised Approach With Your Colleagues & Ask Them To Share What They Hear

Even though your colleagues’ may not have been aware of your plan for your marketing and fundraising outreach in the next ten days, update them on what’s changed and why.

Here’s why:

  • It’s just basic respect, and you should do this on an ongoing basis.
  • Many of these folks are in close contact with your target audiences in their daily work, and have the opportunity to focus those conversations appropriately—but only if you share your approach!
  • They’re also most likely to get the feedback that shows you you’re taking the right path, or have to recalculate. Ask, train and support them in doing so. It helps all of you!

8. Next 10 Days—Move Forward With Your Ear Close to the Ground

It’s still early in this tragedy, and events are yet to unfold. So stay close to what’s top of mind for your network (and the rest of us) through this week and next.

Go ahead and schedule coming campaigns across channels, but review what’s scheduled on a daily basis.

9. By End of April—Craft a Crisis Communications Plan That Includes Shared Tragedies Like This One

I recommend placing review of queued-up communications at the top of your crisis communications checklist, whether it’s a crisis within your org or outside of it. In many cases, crises outside of your organization impact your network of supporters and partners equally, if not more than, crises that effect your nonprofit.

Learning Social Media Tricks From the Big Boys

By MELINDA F. EMERSON of the NY Times

Generating revenue along with the buzz.

If you still have doubts about whether social media marketing can be effective, here’s a quote from a recent Bain & Company study that you might find interesting: “Customers who engage with companies over social media spend 20 percent to 40 percent more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher net promoter score, a common measure of customer loyalty.”

Among those that have figured this out are some very large companies. Whole Foods Markets, for example, is all overTwitterFacebookPinterest and Instagram. “We talk about shared interests with customers,” said Natanya Anderson, who is the chain’s social media and community team leader. “We have lifestyle conversations at the brand level, and on a local level we showcase the folks behind the store, highlight local partners and in- season produce.”

More

Add your thoughts here… (optional)

Nonprofit Tech 2.0 Blog :: A Social Media Guide for Nonprofits

Most nonprofits approach social media with the strategy of increasing awareness for their cause by posting and sharing content on their profiles and then when time permits, engaging their fans and followers as they respond to the content posted and shared by the nonprofits. That’s what social media marketing is and the premise upon which all social media strategies are conceived, launched, and maintained.

However, the most popular social media sites on the Social Web today have built in micro-engagement mechanisms that very few nonprofits ever use. Most nonprofits simply post, share and respond, but very few like, +1, favorite, list, repin, or reblog. It’s grunt work which many nonprofit’s do not have the time for or the endurance to maintain, but every time your nonprofit does one of the six actions listed below, your nonprofit’s avatar get increased exposure on the Social Web – and as a result more fans…

View original post 78 more words

The 3 Worst Ways to Use Social Media to Grow Your Business (And What You Should Do Instead)

By Brad Smith, from Social Media Today

New media has changed the way we interact and communicate.

To understand and adapt to these changes, “social media experts” popped up to help organization’s evolve their marketing communications accordingly.

But while their intentions might be good, their results aren’t. Because having more Twitter followers and a high Klout score won’t necessarily help you get more website traffic, bring in more qualified leads or increase sales.

The tools and technology may have changed. But the underlying marketing principles still apply.

Here are 3 of the worst ways to use social media to grow your business, and what you should do instead.

Read the rest of the article here.

 

Social Media Prism - Germany V2.0Image courtesy of Ethority

Social networks influence health behavior

By Allison Floyd from Fierce Healthcare

Organizations can use social networks to prevent disease and promote general health, according to research conducted at the University of Southern California. USC researchers say that intervention made through social media on such topics as discouraging smoking, promoting physical activity to curb obesity and preventing the spread of STDs is likely to succeed because it passes information by word-of-mouth.

Image

Researchers still are investigating how and why social media is so effective in the realm of public health. Thomas W. Valente, professor of preventive medicine at the Keck School of Medicine of USC said that social networks can help collect data and share information from a business and marketing perspective. “The science of how networks can be used to accelerate behavior change and improve organizational performance is still in its infancy,” Valente said. “Research is clearly needed to compare different network interventions to determine which are optimal under what circumstances.”

Read more: Social networks influence health behavior –

Silos: The Biggest Barrier To True Brand & Consumer Engagement?

Posted by Steve Olenski on Social Media Today

Call it multi-channel marketing. Call it an integrated marketing strategy. Whatever name you apply to it, brands and companies are still struggling to give consumers what they want… a consistent and seamless message across all marketing channels.

A study conducted by Gartner, a leading information technology research and advisory company, revealed that companies, at least in the US, need to step up their game when it comes to multi-channel marketing.

Mim Burt, research director at Gartner…

“Executing on cross-channel consistency will prove challenging, as retailers continue to grapple with siloed business process and a plethora of disparate applications. Most challenging are the product-centric organizational structures that are no longer suitable for today’s customer-centric approach, which should take full account of customers shopping across current and emerging touchpoints.”

Before I get to more from the study, I want you to pay close to attention to one word that Ms. Burt used and see if you can spot that same word in the comments form Mark Fodor, the CEO of multi-channel commerce solution provider CrossView who’s own study revealed similar results:

“The opportunity for merchants to become more cross-channel is there, but they need to learn how to communicate with their customers across channels and not fall into silos.”

While not used in the same tense, the word is “silo.” Both Ms. Burt and Mr. Fodor make reference to the fact that silos are a very dangerous thing for businesses. For it is these same silos that prevent departments within a given organization from engaging with one another. Think about it, how many B2B or B2C folks or brand managers or product managers and on down the line are hamstrung by “silo-ed” departments, with one department not knowing what the other is doing yet each trying to increase sales and engage with the same customer?

I shared Mr. Fodor’s comments and findings from an aptly titled post Marketers Still Not Integrating Their Marketing Strategy. That was one post of many I’ve written on creating an integrated marketing strategy and the need to do so, especially when you consider it is precisely what consumers want.

Read more.

How Pinterest is Becoming the Next Big Thing in Social Media for Business

February 7, 2012 1 comment

BY   Entrepreneur.com

Move over Facebook, Twitter and Google+. Anothersocial media site is stepping up as a valuable marketingtool for businesses.

Pinterest, an online bulletin board for your favorite images, launched in 2010 and is already experiencing wild growth. The site registered more than 7 million unique visitors in December, up from 1.6 million in September. And it’s driving more traffic to company websites and blogs than YouTube, Google+ and LinkedIn combined, according to a recent reportfrom Cambridge, Mass.-based content-sharing site Shareaholic.

Why should small businesses care? To answer that, you first have to understand how consumers are using the site. Pinterest allows you to organize images — maybe pretty sunrises or wines you’ve tasted — into boards for specific categories. When you “pin” something new, your followers will see it. They can like, comment or re-pin it to their boards. Like Facebook content, your Pinterest pins can go viral.

Brides-to-be can pin pictures of different wedding dresses to review, and people shopping for a new car can pin images of their options. When I joined Pinterest I started a board to show the Major League Baseball stadiums I’ve visited. The possibilities are unlimited.

Read more here. 

%d bloggers like this: