When it comes to an organization employing social media tactics to increase engagement and awareness around their organization, its really about an organization crafting a story. A story that conveys the organizations mission, message and vision. When done correctly this can have positive effects on the user experience, as supporters are interacting with the brand. Social Media seeks to take this story and convey it in a compelling way that will encourage supporters to engage more with the brand and engage more with each other, in turn, cultivating long term relationships with supporters and creating a community around that organization.
This is not a concept that is a new, but it is a concept that that organizations are increasingly taking notice of, better known has content marketing. This article from Mashable give a pretty good overview of content marketing and 5 organizations that are doing it well. The outline 5 tips:
- Leverage video to tell your story
- Use a multidimensional approach
- Harness the power of user generated content
- Empowering staff to be creative
- Stay true to your brand
I feel social media serves as a great platform to tell your story and spread it to a lot of people, quickly. It's also give you a first hand look of who your audience it, allowing you to tweak content appropriately. The article gives very good examples of large non profits that employ the tactics listed above. These are all tactics that when done well can make an impact on organizations as they leverage their voices to the masses.
The link can be found here: http://mashable.com/2012/03/02/content-marketing-non-profits/
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