Tag Archives: American Red Cross

Developing a Content Strategy

Do you use an editorial calendar to plan what content you will post on your website and other online platforms, or do you mostly create content on the fly?   In Deciding What the American Red Cross Tweets, social media guru Wendy Harman says that it’s a combination of both, and that her organization encourages staff to learn by using social media but also provides training.  At certain times of year or when disaster strikes, the Red Cross uses much more planned content.

At a recent webinar on Content Strategy on a Shoestring Budget, Balance Interactive suggested these books: the Web Content Strategist’s Bible, and Content Strategy for the Web.  Here’s my additional tips:

  • Encourage staff to participate in the content creation process by writing up feedback received from the constituents you’re helping – proactively ask for feedback by phone, email or through surveys.
  • Spend some time organizing your network directories so content is stored in a logical way – and make sure staff know where to find and post data
  • Don’t forget to add photos, videos or podcasts – this is especially effective to quickly post content from organization events
  • Categorize your Facebook and Twitter posts to make sure you’re not overly highlighting one aspect of your work while neglecting other programs
  • Look for ways to tie in current events with your work
  • Decide how many platforms you can realistically post on – better to do a few well than to try to be everywhere
  • When tweeting, make your post worthwhile for someone to read even if they don’t have the time to click through on the link

For more ideas on content creation, view Managing Content on the National Wildlife Federation’s Website.  If you’re in NYC, learn from social media expert Danielle Brigida at this week’s NYC 501 Tech Club meeting.  Finally, sign up for Kivi Leroux Miller’s upcoming webinar, Taming Your Editorial Calendar and Content Creation Process on May 18.

Wishing everyone a healthy and joyous Passover and Easter holiday.

Getting the Most from Social Media

Attended two events this week on social media, one live and one over the web.  Bonnie McEwan of Make Waves presented ‘U R What U Tweet: Social Media for Career Enhancement‘ at the NYC Foundation Center.  Blackbaud‘s Frank Barry presented ‘Donor Engagement through Social Media.’

At Bonnie’s presentation, I replied to an audience question about how does someone show that they are  ’social media savvy’?  For an individual who wants to establish their professional brand, start with LinkedIn and then a blog – if you can maintain it regularly.  For an organization, Frank suggested selecting a few social networks to start with, preferably those where your constituents are already speaking about your organization and/or cause.  Don’t try to be ‘everywhere’ or by simply using the same messaging.

Should one try to maintain separate professional and personal profiles on sites such as Twitter?  Bonnie said no, that it’s better to ‘be who you are.’   I agree – but make sure that at least 75-80% of your posts are related to your brand.  Bonnie added that every nonprofit should have a social media policy – see this example.

How do you find out what others are saying about your organization.  Frank summarized these tools, only one which is paid:

If you are on social media, you need to engage your audience in conversation, not just send out information.  Frank suggested several ways to enhance your Facebook presence:

  1. use custom tabs
  2. create calls to action (e.g. sign up for our enewsletter)
  3. provide direct links to other social networking sites
  4. customize your logo
  5. take advantage of Facebook’s built in photo sharing tool (or use Flickr)
  6. post updates on your events
  7. use third party fundraising tools
  8. allow others to post on your wall
  9. use video to connect with supporters
  10. include content from your blog

Here’s another perspective on designing social media engagement from Debra Askanase.

Don’t forget to learn from those nonprofits that are actively using social media to build their supporter base;  Patrick Kwan and Carie Lewis at the Humane Society;  Wendy Harman of the American Red Cross, and the National Wildlife Federation‘s Danielle Brigida.  (As Frank pointed out, it’s best to put someone in your organization in charge of your social media efforts.)

Is social media worthwhile?  In my view, it’s important to measure your success not only by the financial contributions your organization receives, but by the level of commitment supporters demonstrate to your mission.  By maintaining an ongoing conversation with constituents in social media, you will ultimately benefit by both measures.