Wednesday, February 25, 2015
NonProfit Tech for Good has excerpted part of their Mobile for Good book on their site to talk about what kind of time social media requires for successful fundraising (read the piece here). Naturally, the first thing that jumped out at me is that there was no discussion of what a small nonprofit should do, just medium and large nonprofits. The second thing I noticed is that they recommend a part-time social media manager for medium NGOs and a full-time manager for large ones.
Where Does This Leave the Tiny NGO?
Well, that's in the fine print, so to speak. According to the article, small nonprofit attempts to use social media for fundraising are often shared by the staff and tend to be overshadowed by traditional fundraising methods (though not called out, I assume they mean direct mail and maybe email campaigns or even events).
NP Tech For Good probably has the data to back up these statements, so I won't challenge them here. But does that mean your very small NGO should put no effort into using social media for fundraising? I don't think so, since it's a tool that's readily available and the investment is often time.
Time is Expensive
Business likes to say that "time is money" but I like to think that "time is effort." Clearly, you can't put in the kind of commitment that a medium or large NGO can, especially ones with dedicated social media managers. But you can look at the recommendations and translate them into something that may be do-able for you.
Also apparent is that you can't spread your effort around a lot of sites, so you'll have to carefully evaluate them and work on only those sites that seem to provide the greatest possible return for the effort. Only you can make this call - you have to get out there and find your community, which is also an investment of effort. But you can't just throw your posts out willy-nilly, hoping that something will stick. Social media doesn't work that way. It is always a give-and-take, always a relationship building exercise in which trust and interaction are the goals.
The one place I recommend putting in the full amount of time is in Blogging. NP Tech For Good's recommendation: "Blogging (6 hours): To write an average of two short posts weekly which includes the time necessary to find, edit, and insert photos and integrate video." Don't short yourself on this. Make the time to write those two short posts a week, even if they're very short. They give you something to refer to in your other SM posts, they give you more room to explore a thought or an action, they give you more opportunity to get commentary.
And note another important point in the article - just because social media accounts are often free to set-up and use, does not mean they are not worthwhile investments that should be taken seriously. Acknowledge the effort, whether it's yours or another staffer's.
Hashtagcharity helps IT (tech) people find nonprofits they would like to donate time to. We all know budgets can be hell on technology. Getting an updated database or better working network is usually a wish-list item. But hashtagcharity may be able to help with some of those goals. Check them out and maybe recommend them to people you know in the tech world who are looking to volunteer their skills.
Wednesday, February 11, 2015
Ran across this infographic at MakeUseOf.com and thought it was worthy of a short discussion.
As you may know, TL:DR stands for "Too Long: Didn't Read". There is a sweetness to brevity, particularly when it comes to social media. As a technical writer, I learned early on that wordiness can be a killer when you're trying to get people to read - and use - a user manual. I won't get into all the reasons why. Suffice it to say that if most people can avoid reading something, they will.
Social media has changed that a little. If it's in small doses, and offers them something of value, people will read it. Or watch it. Or listen to it.
You get 140 characters (including spaces) for a post. The infographic recommends under 100 characters. Let's be more specific. You want your tweet to be retweeted and you've got to allow room for that, about 20 characters. So at the most, your post should have 120 characters in it.
But - I also recommend you attach 1-3 well-chosen hashtags, so that's definitely going to take you into the below 100 area. Why attach hashtags? Two reasons. One is to help people who may be searching via hashtag to find your tweet. For example, #nonprofit. The second is to help people understand quickly the point of the tweet and amplify its intention or serve as your own comment on the subject. For example, #justsayin indicates the tweet is humorous or sarcastic. Or, a post with a link to some new celebrity shenanigan might be followed by #notrightinthehead. Well-chosen hashtags can help your Twitter posts stand out from others in the fast-moving stream.
These are usually inherited and changing them is a pain in the butt. Yes, we'd all like to have short ones because long ones are often easier to screw up when typing, but that's generally not possible. And Google usually guesses what you're looking for, anyway. If your name is your brand and your name is longer than 8 characters, you're better off using the whole name than trying to reduce it.
The idea should be to get the reader interested enough to click on the post and go to your FB page or your website where they may post comments or engage in discussion with you. So use whatever length you need to achieve that, remembering that a short text block looks more inviting than a long one.
Email Subject Line
If you can say what the email is about in the subject line, the recipient can prioritize it more quickly. For example, "Tuesday Meeting Minutes - please review by COB today" With subject lines, shortness is important, but clarity and a call to action should be the drivers. In other words, tell the recipient what you want from them.
Headlines - Google+ or Otherwise
There's a social media fad going on right now for longer headlines. You know the ones I mean: This kitten almost drowned; what happened next will blow your mind! Unless you want your small NGO to be conflated with Gawker, don't do this. Keep it short and use it to hint at the content. Listicle headlines do this automatically. When you see a headline reading, "Ten Ways to Lose Ten Pounds", you automatically think losing weight is a good thing, what are these ten ways?
These are used in HTML and are used by search engines to categorize your webpage and can affect your page's ranking, or how quickly it's found by people searching the web. It's more technical than most of these tips, but if you'd like more information, look here.
Videos and Podcasts
I would agree that keeping video under 3 minutes is a good rule of thumb, but be able to judge your work. If it's really compelling, people will watch for a longer time. And remember that getting them to watch is just half of what you want: you also want them to pass it along. Again, if it's compelling, they'll preface it with "Fairly long, but worth watching", but try not to make them have to apologize for the length.
I don't like podcasts, so I don't listen to them. And don't have a recommendation other than saying it's fine to repurpose parts of a podcast, but if you do, provide the recording of the relevant part only. I once listened to several minutes of a recap podcast to hear a particular part that had been highlighted in a Facebook post. When they finally got to that part, it wasn't as advertised. Needless to say, I was pissed.
Seminars are funny animals. If it's too short, the viewer will feel they haven't gotten their money's worth, even if they haven't paid for it. But don't pad them to try to make them seem more robust. People catch on to that pretty quickly and they will be suspicious of any future offerings. But if you've got the content, don't cram it in there, either. I've attended online seminars that covered content so quickly, I couldn't keep up. Try to distill what you've got before you put it into seminar form. If you've got a lot of good content, break it up into different seminars. Good stuff will make people want to come back, want to talk about it, want to share it. And that's the social part of social media.