Topic: Social Media

Messages that Move

November 7, 2012
The advocacy community has gone mad for story. But stories are only as strong as the latest retelling. While compelling characters and evocative details give our stories life, it is email subject lines, tweets, Facebook posts, and headlines that give them legs. The best stories have a clear message—or moral—that can be repeated over coffee or conveyed in 140 characters. And the messages that move tend to inspire and empower.

Lessons from a Social Media Addict

November 1, 2012
Once upon a time in the early 90s, a DJ friend of mine complained that webcasting "wasn't radio." He predicted that in a few years the web would be remembered as a fad, not unlike CB Radio. He was absolutely right about one thing: the web is not like radio. In terms of building audiences, it's infinitely better. Yet many broadcasters still treat social media as a means of repurposing their radio content instead of treating it as a medium in its own right. They need to know that social media and radio broadcasting have key similarities, and one of them is this: good programming leads to larger audiences, which attracts more funding to support and improve your operation.

Improving Direct Marketing Response with Online Advertising

October 19, 2012
Determined to embrace integrated, multichannel marketing, the nonprofit sector is increasingly shifting direct marketing budget to emerging channels of consumer solicitation, most notably mobile, social media, and online advertising. Nonprofit marketers, however, are steeped in mono-channel direct marketing (primarily postal-based direct mail or outbound telemarketing) and often find themselves unable to rationalize these new, dynamic channels of consumer contact with an acceptable return on investment (ROI). Perhaps the most blindly engaged channel used by nonprofits is online advertising.

Measuring Social (Media’s) Impact and Reaching the Policy Makers that Matter

October 17, 2012
No matter what anyone tells you, it's almost impossible to measure the success of your social media campaigns by using only one measurement tool: accurate reporting relies on a suite of analytics tools (most of which are available for free) and a fair share of thoughtful analysis. To truly determine if you're using social media to reach the right people, you're going to have to take a deep look into how your target audience behaves.

Engagement Scoring: The Next Level in Fostering Meaningful Communication

October 12, 2012
If your organization is like most, you have a communications team pushing content through multiple channels. No matter the outlet – whether it’s Facebook, Twitter, mass emails, direct mail, blogging or SMS campaigns – how does your team know how well they're doing? Is it number of likes? Is it the total contributions from an outreach campaign? How does your team know which members are primed to make the leap from supporter to volunteer? You probably have some metrics in place, but the next step in effective engagement is using data to push your audience up the ladder of engagement.

Metrics: Go Beyond Counting Likes and Followers

September 18, 2012
Archers don't aim at the point halfway between the arrow tip and the target. If they did, they would never hit the bullseye. In the same way, many nonprofits still focus too much on counting Facebook likes and Twitter followers as if these metrics are the end goal, and then feel frustrated when they're not getting the results they expected. Going beyond counting likes and followers means asking a number of quantitative and qualitative questions about several things.

Dipping Your Toes into Metrics Tracking

September 13, 2012
If your organization is not tracking activity on its website or social media pages regularly, getting started can feel like an overwhelming task. There's no one magic formula, but there are some great ways to get started. Here are some beginning steps to getting your toe in the water with basic metrics tracking (along with some resources to help along the way).

Tools to Improve Your Online Fundraising

August 28, 2012
Last year I wrote a post for NTEN about four social media fundraising tools. This year I'm going to take a vertical rather than horizontal approach, and identify several important types of tools you'll want to consider when raising money online - either through your website or on a social network.