Social
Media Brainstorm
15
Ideas for Low-Cost Social Media
KDPaine & Partners advises MADD on starting
conversations without breaking the bank.
by Erica
Steller, KDPaine & Partners Non-Profit Team Leader
Mothers
Against Drunk Driving (MADD) is a longtime KDPaine & Partners
client, and maintains conscientious measurement of its PR. Misty
Moyse, MADD's Director of Media Relations, has been named our Measurement
Maven of the Month.
The
Problem: MADD wants
to make greater use of social media, and, as an organization with
active and involved
stakeholders, MADD is
ideally
suited
to
do so. However, as a non-profit in parlous economic times, MADD
also faces some very tight budgets.
The
Solution: KDPaine & Partners' Non-Profit Team,
lead by Erica Steller, sat down
to generate
some ideas that would allow MADD to get started in social media at
minimal cost. Here they are:
1. Listen,
learn and engage.
Monitor blogs, understand their
influence, and react when necessary.
2.
Work with local police to set up a "drunk spotting" Twitter
account to identify drunk, dangerous drivers.
3.
Work with local police to set up a "checkpoint spotting" Twitter
system to spread the word about driver checkpoints. (The
police like to have more people know about checkpoints, because
it makes them drive more carefully.)
4. Create
an online event on Facebook to promote the next
fundraising or victim-support program.
5. Create
victim podcasts to spread the word about your mission and
the need for your services.
6. Let
your audience be your voice: Blog, Tweet, and Facebook
your messages, and let your audience re-post and link to them
in their own social media conversations.
7. Follow
the numbers with Google Analytics to see what works. Create unique
URLs and share them in your posts, tweets, etc. to track the direct
impact of posts and topics.
8. Piss
people off and then show them why you are right. (Carefully!) The
highest levels of engagement
stem from things that people are very passionate
about. Carefully monitored debates can really
drive engagement
and showcase
your point of view
on a topic.
9. Connect
with donors through sites like Facebook. Someone made
a donation on your Facebook page, now what?
Make them feel good and give them a reason to do it again.
10. Don't
wait to start the conversation until the next big campaign. Say
"Hello!" now and keep in touch periodically to
keep communication
open and to build trust and relationships.
11. Only
utilize social media avenues that you can honestly commit
too. An
inactive
Facebook page
will lose
fans, a quiet
Twitter account
will get buried, and people will stop reading
a blog that never gets updated.
12. Tailor
your social media efforts to a platform's demographic. MySpace
is a great place
for underage
drinking stuff,
LinkedIn might work for volunteers, and
Facebook might be better for donors.
13. Avoid
overloading your audience by focusing on one goal and
sticking to it. If you want to raise funds, make that point.
If you want to
get volunteers, make that point.
14. Tailor
your social media efforts to your audiences' pocket books.
The younger
demographic who are more "in-tune" with
social media are more likely to give smaller
donations than the wealthy benefactors traditional media hits up.
14.
Educate yourself. Read
John Haydon's
22 Ways A Blog Can Rock Your Non-Profit’s Social Media
Campaign and follow Beth
Kanter's blog. Follow a few non-profit
and PR people on Twitter.
15. Don't
get confused by all the options. Take a deep breath,
realize you can't
do it all, and pick one or two things on the list to get started. 
 Erica
Steller is a Senior Account Executive and
Non-Profit Team Leader at
KDPaine & Partners, LLC.
If
you would like to comment on the above article,
find it in The
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Ideas for Low-Cost Social Media
KDPaine & Partners advises MADD on
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