Questions

I've been asked to manage the social media presence of a non-profit that educates people who want to be entrepreneurs. What can I do to get results?

The education provided is a bit of a BBA alternative that's more hands-on and practical (focused on launching a successful business rather than admin). It's offered in many cities (in person, not online).

7answers

This is loaded question. Give anyone of us here with that expertise a call to help you out better and in more depth.

Humberto Valle
Unthink Strategy


Answered 5 years ago

There are tons of great ways to build the visibility for rising entrepreneurs. Being a non-profit, I would suggest using a combination of email marketing, and in person events along with social media. You must engage your audience. Focus social media strategies on LinkedIn and Facebook ads as well. If you'd like to discuss and gain a full strategy and get your questions answered in detail, please feel free to schedule some time to do so.


Answered 5 years ago

I believe I see what you're getting at but I think you're starting off with the wrong question. "Get results" is too vague. What you want to do is think "What is the chief aim of having this social presence and how does it fit into the larger plan of the organization?"

Once that question is answered, you'll have a goal in mind. When you have a goal you can paint a picture of what success looks like. And when you know how success looks you can work backwards to achieve that aim.

What does this nonprofit need to achieve that can be supported or attained through social media? Heightened awareness? The first touch that leads to a partnership with other organizations that already have the audience you want but would not be threatened by plugging you into their community?

You need to answer those questions first, then do an internal SWOT analysis. (Strengths, weaknesses, opportunities and threats.) I say internal because in some organizations, there are people bottlenecking power, who have glorious titles but aren't able to actually help you, who want forward progress but only if it looks like they led the charge.

You need to know where your landmines are, who your allies are and how to navigate the space you're in.

You also need to see how you can use whatever leverage you have to inspire action offline- if the offer happens in person, how do you use social to get people to *gasp* go outside?

You may find out that there are, say, five key organizations where the leader is very involved in social, where you have a hope of connecting to a person who can actually make decisions like announcing your event in their newsletter or blog.

Or you may find that you need to create content that solves a pain your community has, and get it delivered them via email, using Twitter, Facebook or Google tech that allows them to sign up with those accounts, via the address they use for those accounts. Some people love that it gives them greater control over subscribing/unsubscribing.

Then there are issues like having a search, local or mobile ready blog. Do you have one? Do you need one for your purposes - some brands have enough traction without a blog but still need a home base. Though I suggest that you always operate social from the foundation of a blog (which is part of social media, an oft-forgotten fact), if you don't have content creators nor the budget to hire them, it may not be the time.

Think about those questions. Then come back and get really specific. Let me know when you've got a target and I'm happy to help.


Answered 5 years ago

Social media is all about engagement and discovering your audience. I'd always recommend against buying followers as this doesn't help you actually discover your audience and skews your social media analytics.

The other reason you need to be as truthful about your audience as possible is for advertising. Ads on social are quite effective if you narrowly target user segments. I feel as if their ROI is far better than search ads/Google Adwords (unless you were re-marketing people with your Adwords).

The true power of social media comes from spreading a message (virality) and gaining thought leadership. It is in building a following and having advocates. This simply takes time. There is no short cut. Automation can come off like spam and hurt you.

More than happy to chat further if you like. I do a lot of social media campaigns and analytics (though admittedly more for big brands who may have bigger budgets).


Answered 5 years ago

If you are starting only with social media, become the best resource on social media for entrepreneurs. Share amazing tools, links to articles and blogs. Links on being an entrepreneur from your own inhouse blog. Tips, tricks, resources, infographics. Become the brand to come to for any resource on being an entrepreneur. Establish an "ask us" service where any entrepreneur looking for help can ask your social media presence a question and get a killer well-researched answer. Become like an information concierge. Share the answers with all your feeds. Build a library of Q&As. Follow amazing entrepreneur resources and retweet their stuff. Become the brand people know to go to on social media to become better entrepreneurs. You will build a following and a killer content library on your own foundation blog and attract traffic. Ok that's day 1. ;-) No seriously that would be what is to do. If you get expanded responsibilities beyond social media, say in SEO, email marketing and content marketing then give me a call. And we can talk about an expanded strategy. As you it may start with social media, but there is so much more to do to become effective.


Answered 5 years ago

Until you've sufficiently identified the pain points of your audience, and built content that addresses those pain points with a compelling narrative, there's no need to talk about results.

If you're interested in exploring how I've helped NPOs develop their programs, I'm happy to take your call.

All the best!


Answered 4 years ago

What sort of results are you seeking? I assume you mean that you want to amass followers, but I am not sure that really represents success unless they are within your target market. I hope that you don't mean to raise funding, because that can be enormously challenging for a small nonprofit to achieve in social media (compared to putting the same amount of energy and effort into other initiatives).

The first thing you need to do is define which of your target markets you seek to attract, because you need to realize that nonprofits have multiple customers. The recipient of services is one client, the individual donor is another, the institutional donor is a third, the volunteer is a fourth, etc. Each of them wants a different experience from your nonprofit; while there are synergies between them, marketing a nonprofit is fundamentally different than marketing a for-profit because the customers who provide the capital are typically different than the customers who receive the services.

In general, the best nonprofit social media channels that I have seen are those which use the social space to create a conversation, to share knowledge, to GIVE .... not to focus on raising money.

Best of luck.


Answered 4 years ago

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