publication date: Sep 24, 2012
|
author/source: Simren Deogun
The topic of social media was in full
swing at this year's
Digital Leap for
naysayers and aficionados alike. Dare I say that charities
are taking notice of social media and, as such, taking it
seriously? This is a good thing; it's good for digital and good for marketing.
Julie
Fiorini
and
Brock Warner's session reported on
social media usage by the top 1,000 charities in Canada as part of an online
study conducted by
Stephen Thomas
and
Ajah. Fifty-four percent have an
obvious social media presence on their homepage. I wonder where that needle
will have moved by Digital Leap 2013.
Shiny,
yes, but successful?
With the recent explosion of Pinterest,
the increasing prominence of Facebook, and social gaming continuing its foray
into the spotlight, I can't help but worry about the shininess of social. What is shiniest certainly (and logically)
attracts the most attention. But as a direct/digital marketer, I want to ask
those 540 charities what their social media success looks like.
I wouldn't call myself a naysayer, just
cautionary! I'm active in the social media universe, but it is a channel best
tested, then tested again.
It
won't make up for other weaknesses
So maybe you want to try one egg first
or even half an egg. There's nothing wrong with that.
Just remember - and this is crucial -
that social media will only be as successful as the weakest link in your
marketing chain. Don't bet on it being your golden egg if you haven't yet done
the following:
- Developed a
basic digital strategy
- Implemented an
online fundraising solution
- Had the channel
integration conversation
And if you're at that point where social
media makes sense, then jump in with plan, policy and resources in place. Keeping
your eggs Grade A should be your primary objective.
Okay, egg analogy over!
Simren Deogun is Digital Account Manager at Stephen Thomas (ST), a Toronto-based marketing, communications, and
fundraising agency exclusively serving nonprofits. She is responsible for
devising marketing strategies and managing the digital team's accounts and
projects. Before joining ST, she honed her skills in project management, direct
and integrated marketing in the technology sector.
At
ST, her clients include the Canadian Cancer Society, Ontario and BC divisions,
the Canadian Diabetes Association, Kids Help Phone, The Hospital for Sick
Children, Surf Life Saving (Australia), and Médecins Sans Frontières.
