Pete Cashmore, Founder, Mashable, Photo credit: RealPortraitImages.com-
That’s what almost 400 attendees learned at social media blog Mashable’s first Social Good Conference at the 92nd Street Y in Manhattan last Friday. The conference closed out Mashable’s Summer of Social Good initiative to raise $35,000 via social media for the Humane Society of the United States, World Wildlife Fund (WWF), Oxfam, and LIVESTRONG.
Instead, presenters from these four organizations, along with Facebook’s Randi Zuckerberg, non-profit blogger and social media coach, Beth Kanter, MediaSauce Cause Marketing Director Scott Henderson, Case Foundation Kari Saratovsky and many others stressed using social media to build social connections that ultimately lead to social activism. Beth Kanter, in her dynamic presentation, summarized this notion as social media’s three Rs:
- Relationships: Use social media to build relationships with supporters as well as other organizations who are passionate about the same cause.
- Rewards: Make your supporters feel special; thank them for their support, invite them to events, share your success stories with them.
- Reciprocity: Help others do well. If someone helps, return the favor and help them.
Non-profits who follow the three Rs are more likely to gain evangelists, supporters willing to undertake actions on behalf of the cause versus just slacktivists, people who “fan” but don’t actively support the cause. For example:
- Oxfam – uses social media to instantly mobilize supporters, recruit volunteers and engage in peer-to-peer conversations. A single event pushed out on their social networks recruited over 650 volunteers.
- WWF — recruited 17,000 subscribers via social media to post comments and content to the WWF Facebook Fan page; raised over $70,000 via 19,000 eBay auctions
- Share Our Strength/Tyson/End Hunger – increased awareness for cause, recruited 784 volunteers, 1000 donors and raised $28,000 all from a one week push via social media
With tangible results like this, it’s no wonder 89 percent of non-profits are currently engaged in social media — a much higher percentage than Fortune 500 companies according to research that Case Foundation’s Kari Saratovsky cited at the conference.
For those organizations just starting out, Facebook’s Randi Zuckerberg offered these practical tips for leveraging one of the world’s largest social networks:
- Use Fan Pages, not Groups to leverage Facebook’s viral capabilities. Pages operate like profiles for organizations or businesses. Posts made to Fan Pages are included in Fan’s newsfeeds. Pages can only be created by official representatives and can add applications, while groups are unofficial and can be created by any user.
- Have a personality on your Fan Page: Personality is an asset, according to Zuckerberg. Don’t be too “formal” — you’re trying to create a connection and that requires personality. Include fun updates and other content that foster conversations and engagement.
- Incorporate videos. Groups that post video on their fan pages are typically able to generate greater engagement and message posting. Those posted messages then are shared with others adding to the viral effect.
- Tag liberally. Take pictures at events and post them to your Facebook pages. When you post the images, tag as many people as you can in the photos and/or invite your fans to tag themselves. Tagging notifies not only those who have been tagged but also their friends — which can draw even more traffic to your fan page.
- Incorporate Facebook into your events. If you have a special event, make sure you invite your Facebook fans to the party, too. You’ll probably attract more people — and Facebook will tell all of their friends that they are coming to an organization’s event.
And, if these case studies and tips don't convince you that social media is meaningful for your organization or company, consider Forrester's latest research that found 80 percent of all adults log in on a social network every month.
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