Tuesday, March 24, 2015

It's Not Just How You Say It, But Where And When

By Yevy Photography, on Flickr 
Communication is a word we use a lot in social media because that is what social media is about: creating a relationship with others by communicating with them. But how is communication defined as a strategy?

ONE is an international NGO whose mission is to end extreme poverty by 2030. In a recent article for Stanford's Social Innovation Review, Jamie Drummond and Roxane Philson of ONE described what they have learned from using social media to support their efforts. 

These insights are what stood out for me:
  • Strong and simple declarations can clarify complex issues, provide impact to your messages, and help shape public policy discussions. ONE used the statements "Drop the Debt," "We're about justice, not charity," and "We're not asking for your money, we're asking for your voice."
  • Know your platforms. Facebook drives half of ONE's web traffic, but their focus is on personal interaction. To get quick action, they use Twitter, where the majority of their political targets are active.
  • Know your activists and how best to inform them. Email is still a player for ONE; their activists respond most strongly to email calls to action.
  • The only constant in social media is change. Stay aware of new platforms or changes to existing ones. Be willing to adapt to new messaging channels.
  • It's not just the numbers. ONE's YouTube videos got a lot of attention, but they know they need to figure out how to convert those watchers into action takers who will move policymakers.
To read the entire article, go here.

Good Deal of The Week:

OnGood is hosting a free webinar on the math and science of social media with 20 tips and tricks, April 2, 2015. Here's the description:
More than a decade into the Social Web, mathematicians and social scientists have had ample time to study how, when, and why online individuals engage with NGOs on social networks such as Facebook, Twitter, and Instagram. Most NGOs are not yet aware of the scientific data about online social behavior, but once learned NGOs can significantly improve their use of social networks to communicate their mission and programs and fundraise online. Based on the math and science of social media, this webinar will feature 20 tips and tricks to maximize engagement on social networks. 
To learn more and register, go here.

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