Consumers are social. Is your nonprofit?
One of my biggest a-ha moments at last week’s social media gathering, Social Crush, was Michael Brito’s keynote presentation on social businesses. Or rather, how social consumers are rewriting the way businesses communicate.
The days of disruptive, business-controlled marketing are fading. For budget-strapped nonprofits, this is great news. Even better news is how advocates, ambassadors and fans readily discuss and share brands, causes and nonprofits without incentive. It’s a powerful opportunity every nonprofit should embrace.
Michael shared his take on the many advantages for organizations that usher in a socially inclusive business model:
Discovery
Social consumers are Googlers. They search products, people, trivia, nearly everything. Google and other search engines are our back-up brains. Once a half-hearted luxury for many businesses, websites are now a primary marketing tool. Online activity and content creation — which includes usage of Facebook, YouTube, blogs and Twitter — give organizations better search results and “feedshare.”
Participation
Most nonprofits already have built-in advocates. They will like, fan or follow an organization or cause they believe in. Their online activity gives nonprofits opportunities for direct interaction and dialogue which build and strengthen relationships with advocates and attract the attention of new advocates.
Sharing
Even better, an energized base will share with friends and other micro-communities where they spend time. Your reach multiplies and your messaging goes father. Plus, fans usually don’t just consume content; they often create it.
Advocacy
Building relationships nurtures advocacy. Advocates talk about you because they want to, not because they have to. Advocates are trusted. They aid and influence others. Today’s social tools put our voices and those of our advocates next to willing and receptive ears.
In many ways, the playing field is more level than it has been in years. A solid content strategy can reach farther than a million dollar ad buy. An engaged corps of advocates effectively multiplies the efforts of sparsely staffed groups. Messages are limitless and unrestrained by 30-second windows of time.
If the social consumer is not yet heard in your organization, it’s time to take action.
Social is not a fad. It’s the new consumer expectation.
