November 18, 2011

First impressions of Google+ Pages for nonprofits

Google Plus pages

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A look at the significance of Google+ Pages for brands

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, brands, businesses, social media managers, Web publishers, individuals.

Debra AskanaseGoogle+ launched Pages last week, a move many of us have been looking forward to since the launch of Google+ itself. Within days, stories of unintentional G+ personal posting, problems sharing admin oversight, and issues with merged profiles were shared on the web. However, during that same time frame, hundreds of nonprofit organizations worldwide created and launched Google+ brand pages.

Google+ Pages are little SEO beacon lights

Two nonprofit motivations are apparent. A primary motivation seems to be related to search engine optimization: Google is the largest search engine by far, and Google Pages will certainly benefit from Google’s search algorithm (see why). I wrote that Google’s+1 button will change search, and so will Google+ Pages. The second motivation seems to be that everyone wants to get in on Google+ Pages early enough to start figuring out the medium. And maybe get a head start.

Does using Google+ Pages makes sense for your nonprofit?

Strategy: Think strategically about what the conversation should be about on Google+, how you might use Google+ to meet your SMART goals, and how it will help your organization further its mission.

In her blog post, Beth Kanter suggests that nonprofits might want to think about strategic ways to use their Google+ Pages, such as for community cultivation or as a focus group. Are you a resource-driven organization? Make your page the “go-to” resource. Are you an advocacy organization? Engage with your G+ Page fans, find out why they are so passionate about your nonprofit or a cause, and move them to action. Are you a volunteer organization? Make this the place where people share volunteer opportunities and experiences. Have fun thinking about Google+ features, your own objectives, and how you can use those to meet your goals! Continue reading

June 24, 2011

Find the influencers who matter most to you

Traackr helps you keep track of the big kahunas in your sector

Target audience: Nonprofits, social enterprises, foundations, NGOs, cause organizations, brands, small businesses, media professionals

Shonali Burke There’s a lot of discussion these days around influencers. With the proliferation of social media, it’s no longer just about generating the conversations online, but now it’s also about who’s talking about you and what they’re saying. It can be helpful to keep tabs on those influencers so that you can engage with them, as well as get feedback on your work.

This is where Traackr comes in. I received a three-month trial of the system and have been using it to gauge traction for the Blue Key campaign.

Much has already been written about the benefits of Traackr. If you haven’t read them, I’m pointing you to some great posts by Valeria Maltoni and Rick Liebling.

The main reason I’m a huge fan of the service is because with Traackr, it’s not about numbers, or how much you talk to someone on Twitter all day. It’s about context, relevance and therefore potential influence based on that contextual relevance. So you could, for example, have someone who is not very active on Twitter or Facebook but has a blog that is devoted to refugee and humanitarian issues. That’s someone I probably want to keep track of — and that’s the kind of thing Traackr lets me do.

You should know up front that Traackr is not cheap. It costs about $500 if you’re signing up for a list as a new account, and then the prices per list goes down. I was told that the founder may be considering alternative prices for small businesses, nonprofits or indie pros, but no word yet on when that will be.

How to use Traackr

Start out by identifying a particular area or topic that you’re trying to find online influencers in. For example, for the Blue Key campaign, one of my searches focused on refugees and humanitarian issues, i.e. people who are active online and who post frequently to any number of online channels about those issues.

Once you’ve identified these topic areas, make a list of keywords relevant to that topic area. You can set up to 50 keywords per search. As you’re doing so, Traackr will tell you how broad or niche that keyword is. You can also include Twitter hashtags and prioritize keywords. For example, here are the keywords I’d set up for this particular search (refugee and humanitarian issues):

Traackr A-list

Once you’re satisfied with your list of keywords (you can test them as you go; Traackr automatically generates a list based on who in its database is using those keywords most frequently), you can activate your search. Then, Traackr starts crawling the Web based on your keywords.

When it’s had a few days to do so, it will give you an updated list of influencers based not simply on how active they are on Twitter or Facebook, but on how much they use those terms in as many of their digital properties as they’ve been able to identify. If you find that the Traackr database is missing one or more of their digital properties can add a property and once Traackr verifies it, it will be added to that influencer’s profile. Continue reading