Don’t overlook the “social”

By Lora Dow, Donor By Design Group

Last week, it was my pleasure to help a number of YMCA professionals take their first steps into the wild and woolly world of social media during the NAYDO conference. Before I’d help any of them though, I gave them a pretty stern lecture on the “social” nature of social media. Just getting a Facebook page or a Twitter account doesn’t really do anything. It’s sort of like RSVP-ing for a party. You’ll only have fun if you actually GO to the party and engage with others there.

Here are some of the things I reminded them as they began their journey:

• You’re always wearing your staff shirt online.
  While you can spend a lot of time and energy thinking about and crafting your “personal brand,” the first thing you need to remember is that, while you’re online, you’re wearing your staff shirt. Volunteers, members and – perhaps most importantly – the youth of your organization can see what you’re up to online. So be yourself, but be aware.
  
• Conversations only work when more than one person talks.
  If you sign up and then never engage in social media, you’ll probably find it pretty boring. But that won’t be the technology’s fault. You wouldn’t walk into a party, march into the corner and refuse to talk to anyone, would you? Same thing on line: put yourself out there a little. Offer an opinion or insight. Respond to what others have to say. Sure, some of it is pure nonsense, but often you’ll get a chance to learn something or connect with a friend in a meaningful and unexpected way.
  
• Don’t abuse your relationships by advertising.
  I’m a marketer from way back and I’m always looking for ways to help my clients get the word out about their products and services. HOWEVER, it is one thing to provide useful information in a timely manner to those inclined to hear it, and another thing to be a complete boor online. Take a careful look at your organization’s fan page or Twitter account. Are you interacting with anyone? Are you encouraging discussion? Or is Facebook simply a megaphone for you to announce program registration and membership discounts? Remember the point above, that conversations only work when more than one person talks? People who follow you on Twitter or on Facebook are interested in your programs and services, but they’re also interested in being heard. Are you listening?

Until we meet again in person, I look forward to seeing you online! You can follow me at @loradow (my personal Twitter account) or @donorbydesign (our company’s Twitter account), or I’d be happy to become your friend on Facebook!

Last 5 posts by Lora Dow

• Three Ideas - April 3rd, 2012
• Match Day: A Case Study - March 15th, 2012
• What does it matter? - February 22nd, 2012
• How did you get here? - February 7th, 2012
• Hit Somebody. - January 30th, 2012

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