Demetrio Maguigad, Community Media Workshop: Social Media Tools & Tactics
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Social media is not FREE; it requires a nonprofit’s most valuable resource – time. Understand how to make the most out of your social presence and frame your online communications practices to achieve success. Learn to align your social media channels with effective tactics based on four simple communication goals.
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Demetrio Maguigad, Community Media Workshop: Social Media Tools & Tactics
- 3. how do you fix a broken sink?
- 5. the social webshould haveasocial strategy
- 7. 1. to inform
- 10. 4. to appeal to emotions
- 13. Preparation & Presentation Listening & Monitoring Participating & Sharing Asking & Call to Action
Editor's Notes
- Online, there are many moving pieces.With the millions of online tools at our disposal – the web can look like a chaotic and overwhelming landscape. It’s easy to focus more on relying on tools and tactics rather then the bigger picture.It takes changing our perspective regarding online communications in the age of the social web.Many of us fall into the trap of focusing on the tools or the latest trends before we understand them or how they can be implemented into our communications strategies.Social Media requires us to invest one of our most precious resources to be successful -- time
- We need to think strategically about our communications practices online, and act tactically, choosing the most appropriate tools to achieve our goals. Media is a tactic to specific ends-social media is no exception. So we need to learn to choose our tools wisely. With clear ideas about what it is we want to change, who we need to connect with then how.To help frame this concept, think of it this way….Ask yourself…
- Identify the problem first, develop a plan and then acquire the appropriate tools
- Don’t go to the hardware store first – ending up spending unnecessary time acquiring the wrong or inefficient tools
- Today, the Social Web plays a big part in our everday online communications.What does set Social Media apart from other tools and tactics is the ability to develop broad meaningful relationships, keep connected to social circles and develop networks that will help create change on the ground. The social web requires a social strategy with a focus on our audiences and clear idea about what our impact will be by practicing social conversation via the web.
- Establishing a basic foundation for why and what we communicate to audiences
- To inform is to provide specific data or information for an audience who already supports you. They need information and data to perform and action.If your audience already wants to donate money to you or would like to attend your event, what information is needed to do so?
- Communicating to educate speaks specifically to audiences who are not yet prepared to act and follow through with an action but prefers to build a knowledge base about you. They are the second layer or on the periphery of your target audience.Example:Who are they? They are the sons and daughters of seniors citizens who stumble upon your senior center website and become educated about your programs. They do not need you services, but they use the knowledge gained to inform their parents who ultimately make a decision and follow through on an action.
- Communicating to persuade speaks specifically to an audience who do not support you or who have not formulated an opinion of you. They are the 6% of voters who have not decided yet which political candidate to vote for. They are the family that heads out to the movie theater not knowing what to watch but needs to make a decision.This goal is critical to expanding your audience and reach. You must make an argument why people should support you through the use of data, facts, the color of your language and more.
- Communicating to entertain speaks specifically to a wide audience if not all or your intended audiences. You are appealing to people emotionally.Communicating in this sense encompasses not only the temperature or tone of your voice but is intended to build and over-all positive experience for your audience while engaging them online.You can have all the necessary information they need to do an action or to share with others but if they can’t navigate through your site and they become frustrated, or if they feel bad guilty for donating, it is most likely they will try to avoid the experience the next time. Appealing to people emotionally should provide also an empowering experience for them, technology or the tools should be transparent and note get in the way.
- Use Analogies to help gain perspective and communicate your ideas
- Organizing data and information and allowing it to move freely = the web