Pretty Please…Convincing Your Boss to Take the Plunge into Social Media

Pretty Please…Convincing Your Boss to Take the Plunge into Social Media

This is a guest post I wrote for my Twitter friend Nedra Weinrich’s blog “Spare Change”– enjoy!

So you want to convince the boss to let you do social media for your organization. It’s something that every one who has ever engaged in social media had to do, at least once. It’s an important step because you do need some solid buy-in on this new communications strategy.

Bosses, Executive Directors, co-workers and all your social media doubters fear one of three things:

  1. Loss of control of message and brand
  2. Mean people will say mean things about you
  3. There isn’t enough time to sustain your engagement

These fears are legitimate, but are also seeded in a lack of understanding of social media. Here are some quick answers to those concerns:

  • Loss of control – The reality is engaging in social media is one of the best ways to regain control of your message and brand. With all the social media platforms you get to pick your profile picture and determine how you present yourself to your followers. Jumping into social media and securing your brand’s identity – Twitter ID, Facebook vanity URL, blog name – you can stop others from poaching your name.
  • Meanies – Okay, here is a little secret…people are already saying mean things about you! And if you are not engaged in social media they are, in essence, saying it behind your back to all your friends. By monitoring your brand and organization in social media you can address these meanies and deal with them on a one-on-one basis.
  • Time management – Time is the ONLY cost of social media, so value it. It is incredibly important to budget time for this communications tool. Take the time to make a plan about when you will engage, what kind of content you’ll share and how often you’ll interact with your followers/fans. This is a critical consideration to your success. Also remember it doesn’t have to control your life or be a priority over your other communications tactics. Just integrate these tools into all the other great stuff you are already doing.

Okay, now that you have three quick comebacks for those initial fears, let’s pile it on. There are reasons why you MUST get engaged in social media. Here is why it’s so important for you to jump in:

  • Social media IS the next business revolution – It’s just like email; some people hoped email would just go away so we could send faxes forever. Well those people lost (thankfully) and now email is part of every successful business. Social media will be the same way in the coming years. If an organization is not engaged in social media they will look dated, out of touch and will be seen as having bad customer service.
  • Connect with your community – Being part of social media gives your community (AKA your donors, customers, residents, volunteers, etc.) a portal to ask questions, get information and connect with you on their time and in the method that they want to connect. It’s great to drop into Facebook, check up on your sister’s latest adorable kid photo and find out about your favorite organization. Be where your community is and, trust me, they are using social media.
  • Increase your traffic to your website – Social media is just one more way to leverage all that money you put into that fancy website. You can tease information from your Facebook or Twitter accounts to go to your website to learn more about your programs.
  • Embrace controversy – If you do deal with a controversial issue it’s even more important for you to have a presence in social media. In my day job I work as Communications Director for the Colorado Children’s Immunization Coalition (CCIC), a pro-vaccine organization. I know controversy first hand. If you are controversial you have so much to say and to defend about your issue. Be brave and jump in the fray, your cause deserves it! For lots more on that check out this blog post.
  • Get more tasty tidbits for leadership, donors and annual reports – You get so much anecdotal, honest comments, both good and bad, about your organization through your social media connections. Social media allows an organization to make an immediate impact and connect with real people. So incredibly invaluable and incredibly HARD to gather in any other communications tool…tried a survey lately?

Now that you have points on why you MUST be engaged in social media, let’s put on the frosting. These are some completely new ways that social media will improve your organization’s brand that is hard to do with traditional communications and development strategies:

  • Find new people to support your cause for FREE – Yes, I said it FREE. You can target new people and experiment with difference audiences for FREE. Engaging in social media is WAY cheaper than buying a list or attending community events. Just figure out where your audience is and start posting.
  • Get the attention of key influencers – You can use social media strategically to get introduced to funders, influential organizations and important people. At CCIC, we have been able to elevate our presence beyond Colorado to a national level with lots of targeted Twitter relationships. We’ve gotten the attention of national organizations and the CDC.
  • Connect with traditional media – You can create real relationship with reporters online. Not only can you send them direct messages with story pitches but they see all the information you spew out then pick and choose on what stories they want to cover.
  • Attract the elusive blogger – Bloggers are the next newsies. These are influential people who are not going anywhere. Comment on their posts, find their Twitter feeds and get to know them. Form a tight bond and they might even let you submit a guest post. At CCIC, we’ve created relationship and got posts/guest posts on influential blogs including Discover Magazine Blogs and other blogs around the world.
  • Do something completely new – Use this new environment to experiment. It’s just your time that you are gambling with. We did this really good “feel good” campaign over Thanksgiving which allowed parents to give thanks for their healthy kids – see the results.

For more tips on how to get engaged in social media, developing content, saving time and dealing with those meanies, check out my social media presentations.

So, are there more fears floating around out there? Is there another way you helped convince your boss to let your engage in social media? I want to hear about it!

Kate Runy

CONTENT & MEDIA SPECIALIST

A passionate technical wizard, Kate thrives on managing online content, social media for communications, and development projects.  Kate is the workhorse of the team, pulling out amazing feats of content creation and management week in and week out. 

Prior to joining BC/DC Ideas, Kate coordinated website and social media content, communications, and advertising for Go Global NC and Alzheimer’s NC.

Things that make her happy: I love animals about as much as I love working for nonprofits.

Mishel Gomez Cespedes

CONTENT COORDINATOR

Mishel brings a passion for video storytelling and quippy social media content to the team.  At BC/DC Ideas, she is most likely editing video or scheduling the next moving social media post for our clients.

Her ear for storytelling is her greatest asset. Mishel has a unique ability to assemble content into a concise story that moves audiences to action.

A graduate of Wake Forest University she spent a semester in Spain and years serving her community through the campus organizations. Now, she is putting her passion for good to work.

Brian Crawford

creative director

Mix equal parts nerd and creativity and that’s Brian. A natural problem-solver, Brian’s ability to cut to the core of any problem helps guide our creative team to the correct solution without wasted time or money. It’s the core, this little nugget of truth, that helps our clients take the next step with their audiences.

Brian gets the greatest joy out of helping our clients realize and connect with their story. He is a true believer that everyone and every organization has a compelling story to tell, you just have to listen with an open heart.

Things that make him happy: Hanging out at the park with family, toddler-speak, hitting the focus pull, and good coffee.

Dawn Crawford

principal

The engine behind BC/DC Ideas, Dawn has dedicated her career to good. Dawn brings her considerable experience and expertise to helping elevate the nonprofit sector. Our team’s lead strategist, Dawn is often seen leading our IdeaStorms, penning communications plans, or checking in with clients.

Before launching BC/DC Ideas in 2010, she earned her chops in 10+ years of communications leadership roles for public health, healthcare and youth-focused nonprofits. Working for nonprofits is Dawn’s dream job, and she loves that her 40+ hours a week make the world a better place.

Things that make her happy: A glass of champagne to celebrate big wins, Basecamp, living in the South, seeing the world, and a well-formatted spreadsheet.