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The Tech for Social Change Baltimore Meetup Message Board Meeting Logistics, Details, and Notes › 2011 November - Tracy Gold - Content, Strategy, and Social Media

2011 November - Tracy Gold - Content, Strategy, and Social Media

Kate B.
Baltimore, MD
Post #: 14
Tracy Gold, Marketing & Content Associate at Right Source Marketing, joined us in November to talk about content, strategy, and social media.

Nonprofit organizations often see social media as a marketing tool, but social media can be used to improve communication, connect your supporters, deliver services, and change opinions. For exampleTo get beyond using social media for only marketing, think big. Begin by brainstorming all of the potential campaigns you could create for your goal. Write down every idea, think about formats you haven't used before, and focus on what content will be shareable, not viral.

The most successful campaigns have content that is Developing and maintaining content is hard. Before you dive in, spend some time planning. Tracy uses a spreadsheet and suggests listing

  • content's title
  • content's type
  • person responsible
  • due date
  • publish date, and
  • any notes.

Tracy's Hints

  • Tailor your message to the site you are posting it on. Tracy doesn't like auto-posting content on multiple sites at the same time because each site has it's own culture and conventions. For example, on Twitter you'd want to use hashtags and @ other people, but these conventions would confuse Facebook users. If you don't have the resources to be present on a site, don't build a community there.
  • Own up to your mistakes. If you or someone else on your team makes a mistake, like an inappropriate post, admit it, apologize and move on.
  • Have a comment policy. Organizations, both nonprofit and for profit, are often concerned about people making inappropriate comments on their blog or Facebook page. Having a publicly posted comment policy can help handle any tricky situations. A few good Facebook comment policies include the Humane Society of the United States and Girl Scouts of Central Maryland. That said, if someone makes an inappropriate comment, wait briefly and see if your community will deal with it. You might not need to come in as the "bad guy" at all.
  • Research your audience. You'll have a better response to your content if you know what is happening on the sites that you post on and understand its culture.
  • Share other people's content. Don't be that person who is only interested in himself. Ask questions and share articles about topics you are interested that don't come from your organization.
  • Start by finding a few friends. You won't be popular overnight, but if you share good content, your friends will share it with people they know, and your community will grow. Facebook Insights, a free tool, can help you find out who is interested in your content.
  • Be interesting. Once people have friended or followed you, your job isn't done. You need to work to keep them interested and engaged.

Slides from this presentation are available online.
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