Who’s Driving Your Social Media Bus?


Unless you’ve been sleeping under a rock since the turn of the century, you know that social media is the latest “must-have” tool for promoting your organization. It lets you communicate with your clients in ways that have never existed before. You probably already have the basics – website, blog, Facebook and Twitter. The question is: who’s driving the bus?

Yesterday I went to the blog for a well-known organization. I wanted to tweet about their event and needed information. The most recent post I could find was more than three months old! Is there anything more disappointing than stale content?

Websites, blogs and all other forms of social media are only as good as their content. If the content is old, or missing, your visitor is going to leave. There’s too much vying for their attention. Result? A disappointed customer and a lost opportunity.

I can hear you muttering, “I don’t have time!” Believe me, I understand. In the non-profit world, where everyone tends to wear several hats, too-much-to-do-not-enough-time is the status quo. So let me make this really simple. You don’t have to take care of your social media. You do have to make sure it gets taken care of.

Delegation is your solution. If you have paid staff, consider the feasibility of making social media part of someone’s job duties. If you don’t have paid staff, seek out a volunteer who’s willing to be responsible for posting your updates. Then all you have to do is manage their efforts.  You’ll still be in charge of the messages being posted, you just won’t be shouldering all of the work. You’ll need to do a little advance planning, but that’s not a problem. Obviously you’re good at planning and organizing or you wouldn’t be in non-profit administration!

If you’ve been reading my blogs up to now, you can guess what I’m about to say – writing a Job Description for this position will serve you well. Then, plan out the things that need to be communicated over the next three months and the dates they need to be posted, tweeted, emailed – whatever! Write the content you need to write for the next month, and make notes of the content your volunteer can write. Find your new social media assistant, whether they’re staff or volunteer. Get together and work out a process for how you’ll coordinate your efforts and communicate your needs, concerns, and progress.

There! Now your social media is getting the attention it needs. Your organization is getting the attention it deserves, and you have a little more time.  Your social media bus can take you to some exciting places, but only if there are hands on the wheel, guiding it.

What social media works best for communicating your organization’s message? Leave me a comment and let me know.


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Katie Strickland

A Collection of Strategic Communications Portfolio Work

The Danasty

A blog dedicated to business strategy, product management, marketing, behavioral economics, and systems thinking. Life is a living journal that is written as we connect, share, and grow. Those of us that know the importance of collaboration, and the impact of the knowledge we share will influence, and shape, the future of business and society. Fight complacency with innovation and continual personal improvement.

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