With so many non-profits and NGO’s, not to mention all the state and federal agencies vying for a piece of the continually shrinking resource pie, it is no secret that to remain in the conservation game, being innovative has become a critical component for survival.
The old stand-by tricks of the trade are no longer returning the numbers they used to which is part of why so many have turned to using social media. But just “using” social media or creating a social media plan is not enough.
In order to stay ahead of the game, you have to almost stay ahead of social media, a nearly impossible task. That means having at least one or more dedicated staff members that just work on social media campaigns, not just a summer intern. They stay current on what’s out there, using valid search methods and make sure your organization is represented on all the major social networks where it is relevant to be present.
But as the great Cat in the Hat said, “that is not all, oh no, that is not all.”
Twitter and Facebook, while important are considered the norm by today’s social media standards. To stay ahead and keep today’s 5-second attention spans on your web sites (and hopefully clicking on your donation buttons) you have got to have an innovative approach. You need something that will not only capture attention but then nudge them to act upon an impulse. Not an easy task I know (In fact I am currently working on a thesis about this very topic so please feel free to comment, I need all the help I can get!!)
Next take a look around you and ask a few key marketing and demographic questions. Who are you trying to reach? What kind of sites do they generally frequent? What is your key demographic. Most organizations have access to this type of information and can sit down and come up with a list pretty easily.
Once you have your list, it is time to get creative. Brainstorm all the ways (in 140 characters or less if you can) that you can appeal your organization’s latest achievement to all the different demographics you listed. Try humor, trivia, promotion, a plea, whatever and see what you come up with. The point is start getting the creative juices flowing.The upside of this is that if you come away with anything really good, it is already pre-packaged for Twitter!
Once you are feeling a little looser, take your demographic and start researching some new networks where you might be able to connect with them. Depending on the type of organization you are a part of this could be Care2, GovLoop, GreenWalla, etc. Again be creative. Enter some key words into a few search engines and see what pops up, whether they be blogs, web sites, online magazines etc. Make a note of these search results and where you can begin to interact. Don’t hide your identity, the point is to get your organization’s name out there, to show you have an interest where your customers/constituents are spending time.
Okay, so you have a pretty good idea where your audience is spending their time and you’ve created a decent, maybe even humorous list of possible tweets/pitches for your organization. Now for the next step – to find out who is already talking about you and plug in.
Similar to the keyword search you used before, you will be using some social media tools to locate just how far your actual reach is on the web using klout, backtweet, twitter reach etc. A great discussion of these tools can be found here. What these will do for you is to help you determine just how influential you are being with your current campaigns, and where you may need to beef up your efforts.
So hopefully this short refresher has helped you but please note that this is a continuing work in progress. What additional ways do you stay on your toes in the name of conservation?