According to Mashable one government agency, the Interior Department, has Instagram figured out. This image is of the super moon in late June. "Beautiful photo of the #Moon over #TurretArch in #Arches National Park last night." Take a look at their Instagram account and marvel at the images that document the natural beauty of the United States.
Don't the images make you want to visit some of these places? And maybe
submit a photo to their summer contest (2013)?
Notice that the contest is posted on the White House blog. Interior has
a news page, but I don't find a blog. The White House would probably
have more followers anyway!
Huff Post calls it "an impressively well-curated Instagram account." Director of Digital Strategy Tim Fullerton explained some of their practices to Mashable.
Their
Instagram page has over 200,000 followers at present, another testimony to the
power of the channel. And their social media concentration on Instagram
suggests a good understanding of the channels available.
First posted July 1, 2013. Updated March 11, 2014.
Some of the best and worst applications of social and mobile media and associated technologies
Tuesday, March 11, 2014
Monday, March 3, 2014
Are Non-Profits Using Social Media Strategically?
I recently pinned an infographic with data about foundation use of social media platforms. It is interesting, but not surprising. Selected data from the infographic shows that:
Facebook is the most popular platform by a considerable margin. Note that blogging was not included as a platform even though my guess is that it is widely used.
The majority of foundation users of social media do not have a formal strategy.
That's unfortunate, because a majority think social media is useful in several respects.
A recent study of non-profit organizations showed similar results. Facebook, used by 82% of the responding non-profits, was far and away the most popular. Twitter came in second with only 54% of using the platform. This study asked about blogging and that found only 32% have blogs while 48% host online discussion forums, which is an interesting juxtaposition.
Two things strike me. The first is to wonder whether Facebook is most used for its strategic value or for its familiarity. If it is a platform favored by the target audience of the non-profit, that's good. If it's a platform with which non-profit marketers are themselves familiar, that makes the choice questionable.
The second is to wonder about the nature of use of social platforms. Facebook and Twitter are excellent for announcements--programs and events, for example. Relatively little use is being made of platforms which convey in-depth information--blogging and YouTube as two good examples.
Non-profits need to make the best use of their resources, which are often scarce. Non-strategic use of social media is certainly not a best practice.
Facebook is the most popular platform by a considerable margin. Note that blogging was not included as a platform even though my guess is that it is widely used.
The majority of foundation users of social media do not have a formal strategy.
That's unfortunate, because a majority think social media is useful in several respects.
A recent study of non-profit organizations showed similar results. Facebook, used by 82% of the responding non-profits, was far and away the most popular. Twitter came in second with only 54% of using the platform. This study asked about blogging and that found only 32% have blogs while 48% host online discussion forums, which is an interesting juxtaposition.
Two things strike me. The first is to wonder whether Facebook is most used for its strategic value or for its familiarity. If it is a platform favored by the target audience of the non-profit, that's good. If it's a platform with which non-profit marketers are themselves familiar, that makes the choice questionable.
The second is to wonder about the nature of use of social platforms. Facebook and Twitter are excellent for announcements--programs and events, for example. Relatively little use is being made of platforms which convey in-depth information--blogging and YouTube as two good examples.
Non-profits need to make the best use of their resources, which are often scarce. Non-strategic use of social media is certainly not a best practice.
Tuesday, February 25, 2014
Boston Strong and the 100% Model
Bostonians rushed in to help in the wake of the devastating
explosion that ripped through the festivities at the finish of Boston Marathon
on April 15, 2014. Bystanders aided the wounded, storekeepers offered shelter,
and first responders ran toward the chaos. Others of us simply sat in front of
our TVs, watching in horror as events unfolded.
As the day went on it became clear that many of the injuries were
extremely serious and would require multiple surgeries and long-term
rehabilitation.
The philanthropic response was a model in several ways. Boston
had a 5-term mayor and Massachusetts had a 2-term governor who took quick
action. The next day they announced The One Fund to aid victims. Their names
lent credibility as did the involvement of large Boston firms like John
Hancock. By the end of the week a simple website was up, accepting donations
but warning that the organization had not yet applied for 501(c)(3) status;
that is only now in process. All the publicity surrounding the fund emphasized
that administrative costs would be covered by separate fundraising with all
donations going directly to victim assistance—the 100% model.
Responses have been many and varied—from the Boston Strong t-shirts
sold by Emerson College students to a fund-raising concert to many efforts in
social media. Twenty million dollars was raised within the first week. In July
2013 the fund was able to distribute almost $61 million to victims under the
direction of well-known mediator Kenneth Fineberg. Another distribution is
planned for this July. In the meantime, the first Boston Marathon to be held
since the bombing will include a One Fund charity team. Many private
fundraising events are anticipated.
To the best of my knowledge no whiff of corruption has been
attributed to the fund itself—no mean feat for a hastily assembled effort. Of
course, it brought out the scammers but from an outside perspective it seemed
this was expected and swiftly dealt with. The fund appears to have raised over
$70 million to date.
Writing in the Able Altruist blog Stephanie Kapera lists 5 lessons from this success:
- Act Quickly
- Leverage Online Influencers
- Use a Multi-Channel Approach
- Use Hashtags
- Use Visuals.
Does the success of The One Fund support both the importance
of the 100% model and the speeding up of the fund-raising cycle? Probably. It also
may support the difficulty of maintaining the 100% model. A recent announcement
said that the salary of the new executive director of the fund would be paid from donations.
Any success has imitators and smaller charities can’t match
the personal leverage of Boston’s power structure. This was recently brought
home to me when I donated to a small non-profit. I was asked to add a small
additional percentage to cover administrative costs. The platform was
YouCaring., which says it remains free because administrative costs are
covered by donations.
This was totally transparent and the extra amount was
editable and optional. To me, however, it is not truly an example of the 100%
model.
Thinking about it, I wonder if the lesson is that the model is
best sustained by a single, often charismatic, individual not by a
somewhat-faceless organization. Charity:water remains true to the model, but it
is not clear that many others do.
Does anyone have direct experience with or thoughts on the subject?
Friday, February 21, 2014
Creativity is Indispensable in Social Media Too
Here's an interesting tweet from a UNICEF campaign in the UK. Matt Rhodes from
Fresh Networks retweeted it, saying it's at the edge of social media. It was a UK campaign; I did not ever see it in the US.
I agree. It's a compelling call to action, and a reminder of the limits of social media.
Or is it a reminder of the reach of social media?
Either way, it is definitely creative fund raising!
If you are interested in creative campaigns in social media, here is a recent list, all of which have thought-provoking aspects.
First published on April 23, 2013. Updated February 21, 2014.
I agree. It's a compelling call to action, and a reminder of the limits of social media.
Or is it a reminder of the reach of social media?
Either way, it is definitely creative fund raising!
If you are interested in creative campaigns in social media, here is a recent list, all of which have thought-provoking aspects.
Wednesday, February 19, 2014
What is the Role of Blogging vs Newer Social Platforms?
There
is no doubt that business blogging is an essential part of content media
strategy whether the target is B2B or B2C.
The immediacy and ability of blogging to communicate detailed
information and to provide deep links to website content or other calls to
action can’t be matched. However, new platforms like Pinterest and Instagram
and even tools like infographics cause some to question the value of blogging, even
in B2B.
As an
individual I started blogging “early days.” Candidly I was afraid my brain
would atrophy when I retired from full-time teaching and blogging seemed a way
to keep it alive. It turned out to be even more—a way to learn about the
emerging discipline of social media marketing. I kept the diy-Marketing blog
going for several years, until it was so content heavy that its response was
unacceptable. I started another strategy blog and found an interesting response
to a series of Social Media for Good posts. However, by that time my primary
professional activity was the Internet Marketing textbook, providing updates
for adopters of the text and thinking about a 4th edition. Blogging
proved to have less value in that context.
I have
a new Google+ page each year so Internet marketing instructors can search
current material for their courses. Debra [Zahay, coauthor of the IM text] has
a Google+ community and a Facebook page for the book, and I contribute to both.
I have 3 Pinterest boards and Debra and I share another. I have been amazed at
the way people pick up on my Pinterest postings even though I have done nothing
to promote them beyond the users of our text. I try to see most of the posts
from all the platforms are fed through to my Twitter account.
So
what? In doing all of this I’ve come to have strong opinions about where
content curation fits in and the role of content creation.
Content
curation specifically keyed to our textbook (objective of 2014 Internet Marketing Update G+ page) the has
the potential to fill an important role for the users. Since personal brand
development is no longer a huge objective for me, curation doesn’t do a great
deal for me personally.
Creation
of original content, as Debra has often pointed out, contributes to visibility
on the web in a way that mere curation does not. Even more important to me personally
is that my blog is my voice on the Internet. It is my creative opportunity to
say what I believe and to try to make a contribution to the discipline. Consequently,
I have started this new blog with a limited focus. “Social Technology for Good,
or for Mischief” allows me to continue the postings which received favorable
attention in the earlier blog. There is plenty of mischief around but it is the
personal privacy implications that particularly interest me. I’m working on
visibility for this blog because I want people to find it. My rule is only to
write a post when I can make a contribution, even if the contribution is only
careful research.
That
brings me to infographics. I like them and have a Pinterest board for
infographics. However, they are so numerous that they litter the Internet
landscape. Many have no lasting value. They represent visual curation, not the
creation of original content. Consequently, I do not agree with those who
regard them as a substitute for blogging. If the blogger has a point of view and
a message, that requires a verbal argument, not statistics with pictures.
Even
with careful attention to distributing and optimizing content, there is only so
much any one individual can do. That is the point of the graphic. Some
platforms lend themselves to original content—websites and blog postings
because they do not have length restrictions, videos (short or long form)
because they are inherently informative and engaging. Many of the platforms
that have become popular recently are really “announcement platforms” They are
invaluable for distributing content but for business use they usually need to
link to more detailed content like a blog post or a web page.
Likewise
there is only so much any given brand should do. The old rule is still just as
true—the choice of communications platforms depends on objectives. As you
choose just factor in an additional consideration—curation vs. original content!
Originally posted February 18, 2014 as final post on Social Media Marketing Strategy blog.
Originally posted February 18, 2014 as final post on Social Media Marketing Strategy blog.
Friday, February 14, 2014
MFA Shares Love of Impressionism Across Digital Platforms
An email invited me to participate in a contest. The “Boston
Loves Impressionism” exhibit would be curated by MFA members, who would select the paintings to be exhibited. It was a great concept, well executed.
I saw the original email, but I’m not much of a contestant,
so I hadn’t tried it out. Making a visit to the MFA during the contest, it was
hard to avoid. This card graced our table with a QR code connecting to the
contest page. Each week for 4 weeks a set of impressionist paintings was posted
and visitors to the page were allowed to vote for their favorites. The museum
has a set of computers that allow visitors to look for information—great idea--and
it was easy to vote from them and people seemed to be doing so while we were
there.
Your vote not only counted in determining the paintings to
be hung, it qualified you for an invitation to the opening weekend. The MFA has
built an entire weekend of activities around the opening. There are
valentine-themed activities as well as gallery talks about paintings and
painters featured in the exhibit. I should note that the special Valentines Day
dinner at the Bravo café is already sold out! The MFA has long been a meeting
place for upscale singles as well as having many family and children’s
features.
The invitation email featured all of the above as well as a
link to the Pinterest posting of the paintings to be exhibited—just in case you
can’t make it to the museum. Note that the newsletter has the usual sharing
icons. It mirrors the page on the museum site which also prominently features sharing
opportunities. As might be expected this “crowdsourced” exhibit drew
considerable favorable publicity. The Globe reports that 10,000 people voted in the third week of the contest.
This contest made great use of MFA resources and its digital
marketing abilities. It has been a wonderful membership engagement—and thank
you—activity. I have just two suggestions.
I forget things like going to a site to vote. When I first
voted, I would have happily opted in for email reminders each time a new set of
paintings went up. In terms of voting itself, the number of votes for each
painting were displayed on the page. I would suggest hiding the current vote
tallies until the visitor has voted. Seeing them while you are voting makes you
wonder how much you are being influenced, even if you are trying hard not to
be.
I repeat. It was an excellent concept in the annals of
social media for good. It was well executed, and I’m sure the exhibit, which of
course starts on Valentines Day, will be a great success!
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