Social it out

Last week I taught a social media class at Lincoln Land Community College in Springfield, IL, USA. The group represented a range of not-for-profits in the area; from organizations that support young children and families in the community to private clubs and retirement homes. 

Having prepared a presentation, which included the basics when it comes to Facebook, Linkedin and Twitter, as well as Pinterest, Instagram and Snapchat we had an open discussion about the importance of social media when communicating with an audience. We also addressed the need to set objectives in order to measure the success of campaigns and we talked about quality over quantity when it comes to content. 

What I discovered, is that for many working in the non-profit sector, those responsible for social media are also taking care of fundraising, admin and human resources activity too. What this means is, as with many of us who lead hectic lives, time is precious. So, we also talked about curating content and maximizing its potential. 

News sources, local, national and international, are a great way to find content. You can even access feeds that filter topics relevant to your audience. This cuts down on your search time. Perhaps one of the most important things to remember, when curating content is to tell a story through words, pictures and even videos. Don’t be afraid to take your audience behind the scenes of the organization, to meet the people in it and the projects and activities for which they are responsible. Like I said in my presentation, it’s our nature to be nosey, so use this to your advantage.

Investing time and effort in social media can pay off.

What also came out in our discussions is proving return on investment. Address ROI through the use of analytics tools available to you on the platforms themselves or through social media management tools, such as Sprout Social, Hootsuite and Buffer. Like any marketing or public relations campaign it’s important that you gain feedback -  whether you do this face-to-face, through correspondence or on your website - find out how your audience is reaching you. Figure out what works best for your organization, and its audience, and use it to inform your social media campaign. 

Select a cause that resonates with the people in your organization

I've often told clients that corporate social responsibility (CSR) should be an important part in their public relations strategy. Giving back to the communities in which they operate portrays a sense of belonging, understanding of the needs of their employees and a willingness to provide support through funding or volunteering. What's important is that your CSR activity, is not only part of your PR strategy, but also aligns with your business objectives. What I mean by that is to choose a charity, organization, school or non-profit that can successfully utilize the skills and expertise of you and your employees. 

These days writing a check simply isn't enough. You need to select a cause that resonates with the people in your organization and one that fits the ethos of your business. We have supported Young People Guernsey and the Youth Commission in their public and media relations in Guernsey by gaining YPG exposure in The Guernsey Press and by providing PR strategy advice to the YC. More recently we’ve joined the Junior Chamber of Commerce, Jaycees, in Springfield, IL, USA. This is an international organization, with community links around the world. The Jaycees also provides the US-based directors of Gem PR & Media the opportunity to network with like-minded professionals in the city. We have volunteered at events in Springfield and Peoria. We also manage the Springfield Jaycees social media accounts; a true specialism of our business with a growing number of clients in the US, UK, Guernsey and Jersey. 

We also  support a number of charities through our international press service. We often approach publications with story ideas, which are focussed on organizations that we feel passionate about. Since launching the consultancy, almost two years ago we have negotiated coverage and written articles for The Priaulx Premature Baby Foundation, The Saumarez Park Playground Appeal and the Cochlear Implant Awareness Foundation to name a few.