April 12, 2011

How to activate your organization’s supporters

JD LasicaAt the conclusion of Socialbrite’s 3-hour Move the Needle bootcamp at Sustainatopia in Miami to help organizations — social enterprises and nonprofits — use social media for social good, I chatted with my partner Sloane Berrent about some of the tips we discussed with participants, including how to find the influencers in your sector and Sloane’s suggestion to create real-world meet-ups from your organization’s online connections.

Couldn’t be in Miami? Today I’m giving a 90-minute version of the Move the Needle presentation at 1 pm ET in my first CharityHowTo webinar. (It’s not too late to sign up!)

“You can’t be everywhere all the time,” she says in our talk — especially when social media demands conversation and interaction. So organizations should identify evangelists, influencers and brand ambassadors and seek to enlist them in your cause or organization’s mission.

Make sure you identify metrics and tie them into goals so that you can tie it into larger programs or ongoing campaigns, Sloane adds in this 6-minute interview. You have to do the homework — the hard stuff — but it gets you to the great outcomes.

There isn’t one tool out there as the complete solution to identifying influencers, but Social Mention, Klout and other tools should be part of the mix. Sloane and I suggested setting up a shared Google doc where you track influencers and your interactions with them.

Real-world meetups are important as well. “People really want to be offline” and meet up in person, she said. “Create a program online but have an event offline that brings people together to talk about your organization.”

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