On the 3rd day of SMWGla...
Posted: 3rd Oct 2012
Social media & charities
Given the experience and work Glasgow digital marketing agency Tictoc have undertaken in the charity sector I expected this event to be one of the most resourceful of the SMW programme.
Tictoc's Julie Ferguson spoke passionately and with real insight, detailing the processes that occur when uncovering and developing social campaigns for charities. Measurement and monitoring of these campaigns is key to their success and with most charities or non-profit organisations struggling with slim budgets,the effective use of social tools is invaluable in establishing genuine connections and communications. 'Social Listening' - Who's talking?Where?About what?...
Establishing the relevant social platforms to utilise is an importnat part of this process. As Julie stated many use Facebook without question, what often isn't considered is that Facebook isn't the best converting platform. A good social campaign, or campaigns in general, should centre around the journery - the journey for information, authentic communication and interaction, whether the end means is to drive sign ups and donations or present key messages.
Creating campaigns that can fuel future adaptations, so experimental rather than conventional concepts,can contribute greatly towards engagement and active sharing. This helps set the foundations for growth and establishing long lasting relationships.
I was surprised to hear that platforms such as LinkedIn, Pinterest and Instagram were severely underused in the UK. Implementing such allows organisations to generate original content and manage content themselves. Perhaps this highlights the underlining issues in the charity sector as a whole such as understaffing, lack of volunteers and training.
Engaging with supporters and actively encouraging their participation allows these key followers to do the talking, they do the work, they generate and share. A real voice behind a campaign.