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The Grand Social Media Experiment. We learn by doing.


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WHERE TO START

Each of these is, of course, dependent on the type of business, organization, or mission.

  • What are you looking to achieve on social media?
  • Look at what channels are being used by similar businesses.
  • Create an account, then sit back and “listen”. Search for relevant keywords and follow the conversations. Get a feel for the channel before posting or commenting.
  • Decide on what “voice” you wish to use for your posts. Even if you have multiple people making posts, they should all be following the same format, goals, and tone.
  • Develop questions that support your goals and objectives.
  • Ask friends, relatives, and regular, recognizable customers for their thoughts and preferences.
  • Survey your current followers for thoughts and ideas of what they would like to see. What channels do they prefer? What are their likes and dislikes?
  • Use focus groups.
  • Listen to the responses. Each answer provides insight and can bring new perspectives.
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Selecting The Right Channel And Making It Meaningful For YOUR Audience

The first step in choosing the right channel for any organization is to ask questions. Here is a brief sampling listed below:

Ask these questions :

1. What will be or what is the voice you want to publicly display?

2. Who do we want to connect with through Social Media?

3. What do we need or want to accomplish through Social Media?

4. What content do we as an organization want to get out?

Once you can answer those questions you are well on the way. this is a short guideline to help gauge your content going forward.

How to have your organization remain meaningful and relevant

I always have a saying that states “I come from love”meaning-I put love in everything I do. Can your organization state the same? Be ready and willing even if, only amongst your staff to take a self-inventory and know the answer to the age-old question of Why?

Listen, You know better than others that receive your message why you matter, count and remain. So connect  to that passion, look back to why you started (mission statement) then your message will remain relevant (look to your goals and objectives)

Quick Tip:  Every three months cross check your objectives, goals, mission with the messages you send. Check In! Are they in line?  Do they need a Band-Aid, Ointment or an appointment (see my other posting)

JKT


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OK WE’RE HERE, WHAT DO WE DO NOW?

How do you select the right channel(s) for your organization? Once you’ve selected a channel, how do you create relevant and meaningful content for your audiences?

I’ll use KFAI as my real-life example here, as I will be involved in making some decisions regarding how our Social Media is managed.

KFAI currently uses Facebook and Twitter for our Social Media. I don’t think adding any more channels would be advisable for the station at this point. Keeping up with promotional stuff for just two channels, and content for our website (which is about to get a major re-vamping) is a major job. We are going to be getting a couple of Social Media interns in the near future, and we will need someone to monitor them and give them content.

LOLLY

We’ve got the Broadcast part down, let’s do Social Media right!

The radio station has 98 different programs, and currently has something like 25 admins on its Facebook account. I think it’s a mistake to have so many people posting, and the more I learn about Social Media, the more I think that only one or two (or maybe a small, closely communicating team of 4-5) should be monitoring its Social Media. That’s not to say that all the different programmers can’t provide content, I just think that the messaging should be vetted carefully and have a unified look – a “branding,” if you will.

There is no shortage of relevant and meaningful content for KFAI to provide its audiences: upcoming events such as interviews with artists and musical groups, news stories, KFAI-sponsored shows, fundraising events, and a plethora of other information is always being generated by said 98 programs, and in 13 different languages. Several of our foreign language programs are the only news some of our immigrant East African communities get about what’s going on in their countries.

Many of the programs themselves have their own Twitter accounts and Facebook pages; I think it should be up to the individual programmers to update their own accounts, but I’d like to see them always have links back to the home page, the mothership, so to speak.

KFAI is a community radio station – it’s media itself, and needs to get on board with Social Media. If media can’t do Social Media, then who can?

-paw (week 4)

Who Should Use What When

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How would different groups/organizations use the different social media channels to reach their customers/supporters?

News organizations (e.g. CNN) –

Twitter: news organizations such as CNN use Twitter for on-the-ground news reporting. This has been especially apparent in different countries around the world (e.g. the Middle East) when news channels were cut off and regular journalists were not able to gain access to certain locales.

Boutiques and clothing retailers –

Pinterest: Pinterest would be one of the best SM channels for shops (large and small) to use to get the word out about their wares, especially reaching female shoppersSocial Media Management.

Food shelves/homeless shelters –

Facebook would be one of the better channels for charitable organizations to use to reach large audiences. These groups need to get information out about what they do, increase awareness about social issues, and let people know about fundraising events and activities.

Local nonprofit community radio stations –

Facebook and Twitter are good channels for small community stations (such as KFAI – Twin Cities) for getting their messaging out about upcoming shows, interviews, events, fundraising, just a plethora of messages. Twitter has been good for KFAI during their recent fall pledge drive in terms of keeping people up to date on pledge numbers and total dollars raised – updating the Twitter account repeatedly during the day.

-paw (week 3)


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Are you on the Right Channel?

Tw4-How do you select the right channel(s) for your organization? Once you’ve selected a channel, how do you create relevant and meaningful content for your audiences? LL

 

Questions to consider for the group or organization to select the right social media channel:

  1. The channel(s) that would support their mission and falls within their operating budget.
  2. Selecting the right channel will also depend on your audience.

If your audience is made up of a diverse demographic, you will need to consider using one particular channel to communicate to each demographic. For instance, email and Pinterest may work better for your “Baby Boomer, female clients, while on the other hand, Facebook and Twitter will better serve those females from Generations X and Y. LL


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Wk 4: How do you select the right channel(s) for your organization? Once you’ve selected a channel, how do you create relevant and meaningful content for your audiences?

=^..^= Witty Kitty – Week 4: How do you select the right channel(s) for your organization?  Once you’ve selected a channel, how do you create relevant and meaningful content for your audiences?

Katz logo  twitter logo pix  Smart Cat pix

Words of Wisdom from Witty Kitty:

How do you select the right channel?

Last week we discussed know your customer.

I’d now like to discuss “know your strengths.”  Before you commit to a channel, if you are the person that will be monitoring and maintaining a channel, look at what you are good at. This will show your organization in a good light when you do that channel well.  Practice the other channels before going Public.

Back to “know your customer.” Where is your customer connecting?  Some channels focus on different areas. Linked In is focused on job hunting and networking. Blogs usually require an attention span of longer than 30 seconds. Where will your target audience be looking? Are they on Facebook? Try something on Facebook and see who bites. Test the waters.

Witty Kitty is into Twitter.

How do you create relevant and meaningful content for your audiences?

Show them what your organization has to offer. Look at your mission statement.          What need does your organization meet? Show them what makes your organization different from other organizations that offer similar services.


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Know what you do best. Do it well. Do it often.

Week 4 – How do you select the right channel(s) for your organization? Once you’ve selected a channel, how do you create relevant and meaningful content for your audiences?

Canvas Health lots of beer

Selecting the right channel for your organization depends on knowing your audience. Who needs to get information from you, how should they receive it, how often, and in what manner? This gets back to my comments in Week 3, and my feeling is that you must know who your customer/client/audience is in order to know how you can reach them in the best way possible.

If a good portion of your market target is of an age most comfortable using older styles of communication (think regular phones, basic email, and written/mailed products), then a channel that is coming to them that is simple, straightforward, and direct may be the best bet. This group may be your dedicated volunteers, some whom might just like a phone call, a postcard, or a mailed flyer to let them know what is going on.

Here’s a concrete example that many organizations would face – how to manage an event. There are many moving parts to planning an event, and certain social media channels can help you do some of the work. That certainly takes some of the burden off of staff and volunteers. One item common to most events is the invitation itself, setting the tone and feel for the event, providing the particulars, and, lastly, letting those back at the ranch know how many to expect. Very important if you’re doing a fundraising event.

Event invitations would many times, but not always, go in the mail. A newer trend is the electronic invite, such as Eventbrite. It sends the invitations, it tracks the responses, categorizes them, tracks payments made, creates a mailing or check-in list – basically you can track the particulars of your event as each piece unfolds. This allows you to tailor content very specifically for your audience, change it at will, or at the last minute, and keep it direct and current for those receiving it.

Along with the Eventbrite invite, then you can advertise your event on Facebook, maybe reaching a different group of supporters, or just reinforcing the importance of this fundraising event. You may find that yet another group reads your organization’s blog, but is new to the fundraising event. They’ve now heard about it in another fashion. If your organization finds a Pinterest board tells a good story, then throw the information up there as well. Tweet the information and watch it get passed around.

I think the key here, is that with all of these examples you intentionally tailor your information. You make it specific, provide the relevant details, and use the right tone to accompany your channel of communication. Using the right tone for the respective audience, along with how and what you say can make all the difference. Back to the top, where it’s all about knowing who your audience is, so you can know how to speak to them. Maybe the channel then just comes naturally.

[CAA]