Social media has changed how organizations communicate, similar to how technology changed laundry. To effectively use social media, organizations must: 1) Define clear objectives for social media use and determine the relevant audience. 2) Evaluate which social media platforms best suit the objectives and where the audience engages. 3) Create and share engaging, value-added content on social media that is consistent with overall communications strategies.

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2. The Game Has Changed
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Just as the invention of the automatic washer and dryer changed the
way we perform work forever, so too has social media changed the way
we communicate.
How we connect, with whom we connect, and when we connect are no
longer silent, behind the scene activities.
The days of creating a message and disseminating it through traditional
media alone are gone.
Communications is now a dialogue between you and anyone interested
in you. And social media is full of effective tools to help you “get your
message out there!”
Acknowledging this change is the first step in integrating social media
into your overall strategic plan.

3. Know Your Tools
In times past, women beat their dirty laundry on rocks by river banks
across the world. They used harsh lye soaps and waited for laundry to
dry with the help of the wind and sun. This was a painful and labour
intensive process. Today we have automated machines and
environmentally friendly detergents that perform the same activity in a
fraction of the time and with a fraction of the energy.
But just as the process of doing our laundry has evolved, so too have
the methods and processes of communicating our message. We no
longer solely rely on typical communications tools such as the annual
report, the press release, your website, or even email and the phone.
But we don't throw this knowledge out with the water, we incorporate it
into our daily routine. In today’s digital age, the process of “getting your
message out there” is augmented and amplified by the addition of social
media just as the process of doing the laundry has been augmented by
new technology.
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4. Prepare Yourself
Prepare yourself and your team: Integrating a new process into any
plan is a process in itself. It takes time, energy, and preparation.
Before you begin the process of laundering, you no doubt sort your
laundry into whites, darks, and colours. You probably sort your delicates
and work wear into other piles. A communications is no different.
Information is conveyed through press releases, annual reports,
newsletters, websites, and other publications. You announce events,
introduce new concepts, and engage in a conversation about your
organization’s vision and goals.
Just as you sort your delicates out of the larger piles, you can also sort
your information. Social media adds another level of engagement onto
your communications plan. Create “bite sized” information that can be
easily spread and consumed through Facebook, Twitter, YouTube, and
other social media.
But first, we must:
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5. Take it Seriously:
Expecting someone in your IT department or a friend who is “into
computers” to throw up a Facebook page or establish a Twitter account
is NOT engaging in social media. Social media, like communications, is
about engaging, dialogue, and building relationships.
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6. Social media needs your attention. It is effective only when integrated into
your current strategic and communications strategies, and this must be doneyour current strategic and communications strategies, and this must be done
at the strategic level.
This means assigning social media activities to a member of your staff
who knows the organization inside and out. This person needs to be
comfortable online and be passionate about your organization’s vision
and goals. Pick someone who can reflect your brand and send a
consistent message.
Social media may look easy and fun, but it requires a planned
approach, a commitment to your objectives, and continual research to
ensure the online message is consistent with your other messaging in
your communications platform
Assigning the management of your online presence to an intern or
someone who does not have a grounded knowledge of what your
organization is all about is like throwing bleach in with your Denim. It
rarely ends up with the results you intended.
I suggest assigning the responsibility for social media to one person.
This helps your message remain consistent and clear across all
platforms. Be sure that this person understands the value of
transparency and the importance of acting as the voice of your
organization.
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7. Define your Objectives
The first step to developing any plan is to define your objectives. When
you do the laundry you sort and pre-treat before you toss things in the
washer, don't you? Your objective is clear. Is it just as clear when you
think about the objectives of your messaging activities?
What is it that you want to achieve?
Do you want to improve public access to your organization?
Social media can do that.
Do you want to increase subscriptions to your e-publications?
Social media can accomplish this.
Do you want to mobilize your community or raise money? Social
media can definitely help you here.
Are you building community and advocacy? Then social media is
the right tool to help you do that too!
Defining your objectives first will help you in deciding which social
media to use, the type of content that needs to be developed, and the
resources to allocate.
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8. Determine your Audience
Depending upon your objectives, the audience you wish to reach may change.Depending upon your objectives, the audience you wish to reach may change.
Social media connects you to communities of individuals and organizations
from every walk of life. So, how do you define your audience?
Building your community: Take a look beyond the demographics of
those you communicate with. Think about other social circles related
to yours. Corporate partners, media supporters, and volunteer groups
are great to connect with.
Take the time to find out where your audience is. Are they
posting on Facebook pages connected to one of your causes?
Are they discussing trends and issues on Twitter? Are they
active on LinkedIn groups, connecting and sharing with their
colleagues and peers? Are they watching YouTube to inform
themselves about a cause or issue?
Before friending or following them, consider what you are doing
that will be relevant to them. Will they add value to you?
Once you've connected, begin contributing by commenting and
engaging in conversation. Help them by retweeting, or
blogging about their advocacy efforts or events. You'll be
surprised at how quickly the relationship grows and they will
reciprocate your efforts.
Decide where your audience hangs out, who they are, what they are
interested in, and why they are following you. This is all about building
a relationship.
This process will uncover the many faces of your audience and allow you to
forge a plan to speak to them in their language and on their terms.
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9. Evaluate the Landscape
You likely didn't just grab a detergent off the shelf or invest in the first washer/dryerYou likely didn't just grab a detergent off the shelf or invest in the first washer/dryer
pair that you saw. You took the time to know what they could do for you; right? Social
media is no different.
It is important to allow time to research the various social media tools available and
determine which ones will help you achieve your goals. We have the "BIG FOUR:"
YouTube: Is an effective tool in putting a face on your organization. It
connects you on a visual level with your audience and does well at helping
you “sell” your message. It allows you to key into your audience in a multi-
sensory and emotional manner. You can use it to demonstrate a need for
services.
Facebook: connects you with communities across the globe and is very
effective for cause marketing. Facebook ads can act as billboards, extending
the reach of fundraising, advocacy, and cause marketing efforts.
Twitter: helps you build relationships in 140 characters or less. You can drive
traffic to your website, you announce events, or you can engage in
conversations and address issues important to you.
LinkedIn is a large, searchable database with detailed information about the
places people work now and where they have been. It's about finding common
ground. It's about finding someone you know who knows someone you want
to know to make that all important introduction. You can use it to research
donors, prospective board members, other organizations, or potential
employees.
Sometimes we hang our laundry on the line and let Mother Nature dry it for us.
Sometimes we use our automated dryers. And, sometimes we let laundry lie flat to
avoid shrinkage.
Social media is similar: Pick the tool that is right for you and your message. If your audience
isn’t using Twitter they may be on Facebook or watching YouTube. Find out where they are
and join them!
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10. Begin to Integrate
Where does social media fit?
Remember social media is not an all or nothing game. It is meant
to augment your current activities, not replace them. It adds new
touch points that allow you to reach people you might have
otherwise missed. Social media, done well, strengthens the bond
between you and your audience. Experiment with various tools
and see what works for you.
Can you use Facebook or Twitter to announce an event?
Can you start a blog that allows your audience to post
their own thoughts and concerns?
Can you receive feedback via LinkedIn to improve your
practice?
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11. Create Relevant Content
This is THE most important aspect of social media. Return to your objectives
to help you decide what you are going to say and how you are going to say it.
Today’s savvy online user is inundated with information all the time, so make
sure they find yours of value.
The content you share on your blog, post on Facebook, or in 140 character
Tweets needs to add value to your audience for them to continue to connect
with you.
Create compelling content that engages, invites a conversation, and is well
written. Remember there are no "take backs" on the internet. Once you post, it
is out there forever. So be sure it is appropriate and good. Be transparent,
approachable, and freely share. In other words, air your laundry.
Write about topics that matter to you and your audience.
Share your expertise and be open to receiving new ideas and
perspectives.
Engage in conversations by commenting, retweeting, and replying to
comments on your own social media.
Offer good advice and make an emotional connection.
Teach them something new.
Entertain them.
To help "get your message out there," don't forget to cross promote. When
you update your website or post a new blog tell your followers and friends by
tweeting a link or posting it to Facebook.
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12. Train Your Staff to be Social Media Experts
Even if your organization is new to social media, I’ll lay odds your
employees and board members are not. We need to accept the fact that
people are communicating via social media and embrace it. Many of us
associate ourselves with our professions and workplaces. This, in
effect, transforms each of us into ambassadors for our organizations.
Train everyone in what social media is, how it is used, and what
benefits it offers to your organization. In other words, develop a social
media policy and ensure that everyone understands it well.
Create systems and procedures that streamline processes. In other
words, replace the rock with the machine! Simplify and make the social
media process easier and less time consuming. Be sure of your
objectives, decide which tools will help you meet those objectives, and
invest in someone who has the expertise to make social media work for
you.
Create a policy that guides your organization and employees in using
social media effectively. It will empower your employees with the ability
to monitor social media to help protect your message. Include direction
on how to respond to both positive and negative issues and establish a
culture of communication between all levels of management and staff.
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13. Time to fold the laundry
You now have the tools, the means, and the know how to effectively
integrate social media into your overall strategic communications plan.
You can move forward from the age of beating your clothes on the rock
into the modern age of engaging with a worldwide community.
The most important thing to remember here is to prepare, plan,
integrate, and, above all, have fun. Social media is a tool that helps you
achieve the success you determine.
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