In part one, I talked about how Mark Horvath uses new/social media for engagement. We got a lot of questions during our session so I’d like to address them.

How do I get my organization engaged in Social Media?

So glad you asked….

First Steps: Jumping into social media is a great idea! But before we tweet our hearts out lets figure out some strategy.

Can you tell me what your organization does in a sentence?

Don’t be surprised if you can’t, I’ve met with many great organizations that don’t have this figured out. This is a great time to get your team together and get to the crux of why your organization exists. Be concise and make every word beg to be in that sentence.

The issue of WHY is so much more important than the issue of WHAT or HOW. Simon Sinek, author of “Start With Why“ talks about this very topic in his Puget Sound TED talk – watch the video here.

Crucial “Why’s” to answer:

• Why is there an issue? (Cause)
• Why do you and your organization find this scenario terrible? (Mission)

After you’ve figured out your message and why you do it, the next thing to figure out is your tone. How will your organization be portrayed on the web?? Who will it target? Will your organization function as a peer, informational, educational, friendly, totalitarian, or guilt driven and constantly blasting information to the world? That last part I put in because many orgs say they are interested in sharing and conversing with their audience but all their interested in is the same type of marketing that has happened previously.  To make it it a little easier,  think about your organization making the movie from Radio to TV – there would be obvious adjustments that would have to be made.  TV is about showing, radio is about telling. The medium changed but the principles didn’t. Your organization needs to get the word out and there’s a path of communication that gets your constituents connected to specific programs, volunteer services

You’d be surprised at how many organizations have not considered how their message will be received. This is a crucial change for many organizations. Print as a medium is flatter/less dynamic than online communication, which means the engagement is possible but there are limitations on what your audience can/will do with your message. A bad appeal in print means the money doesn’t come in but a bad appeal in online fundraising could mean that you could be openly chastised or ridiculed by your audience or a new one.

These are the types of fears that go through many development offices and corporate suites around the country. Truth is, if your tone matches your organization communication style there’s no way you can go wrong. This is why authenticity in media is so crucial because without it you will be found out. Small town rules apply. See Gary Vaynerchuk talk about the small town rules here. Your audience will understand much of where your coming from as present new information, recent studies, etc.

In the same way that the best Superbowl ads resonated because of their truth , you’ve got to define the truth of your organization? These truths are easy ways to build campaigns around your organization. How can you show the truth of clean water, the reality of human trafficking or the cultivation of life change? These are at the top of my favorite conversations to have with clients.

Organizations that are the best communicators online are not agenda driven by development/fundraising staff but their websites become a mirror of their entire organization. (more truth!)  What is it about your organization that gives a wow factor?

The Internet has made the world flat and only spreads awesome information, videos, etc. – it’s that simple. (See Scott Stratten’s Unmarketing) So your nonprofit is competing for time against your favorite TV show, beverage ad of choice and anything else you can think of. Past thinking and approaches will not bring the results you’ve had in the past. It’s go time and you can do it!

One last thing: Massive thanks to the crew at The National Alliance to End Homelessness, for inviting me to their conference! It was great to meet so many that are actively changing the lives of so many people in poverty and experiencing homelessness.

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