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Posts Tagged ‘ media strategy ’

How to convert “social media reach” to “impact” – Part 2

Apr 27th, 2013 | By
How to convert “social media reach” to “impact” – Part 2

In part 1 of this series, we made the case that a high “reach” – the amount of people you reach via your social media efforts, does not mean a high “impact”, unless your audience is your actual target audience. So how can we do better? Well, follow four steps: Identify your target group Inventorize (…)

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How to convert “social media reach” to “impact” – Part 1

Apr 27th, 2013 | By
How to convert “social media reach” to “impact” – Part 1

A while ago, we had a workshop with the key media people from the Global Agricultural Partnership, CGIAR. One of the key discussions was on The difference between “reach” and “impact”: How can we shift from aiming for higher blog visitors, to what really matters: using our social media outlets for a deeper impact. How (…)

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Using social media at events: Are you missing opportunities?

Mar 25th, 2013 | By
Using social media at events: Are you missing opportunities?

Once upon a time, there was an organisation, that ran a single day event at RIO+20, the big sustainable development conference in June 2012. The event was well attended (around 600 people), and had a good coverage in the “traditional media” (newspapers and magazines). Apart from publishing some post-event blogposts, pictures and videos, social media (…)

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Case study:
Defining an online communications strategy
Step 3: The practical planning

May 23rd, 2012 | By
Case study:<br/>Defining an online communications strategy<br/>Step 3: The practical planning

Click on image to enlarge In our case study, we define a process to build an online communications strategy, based on a workshop with the CGIAR Challenge Programme on Water and Food. In the first part, we refined our generic communications strategy, identifying our key messages, target groups and the communications tools we have at (…)

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Case study:
Defining an online communications strategy
Step 2: Improve your core content

Apr 23rd, 2012 | By
Case study:<br/>Defining an online communications strategy<br/>Step 2:  Improve your core content

Click on image to enlarge In this case study, we built the foundations for a general communications approach in the first step: the key messages, the target groups, and the tools at your disposal. We also identified which tools and messages to use for each target group. Let’s move onto your online strategy and its (…)

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Case study:
Defining an online communications strategy
Step 1: Define your general comms strategy

Mar 23rd, 2012 | By
Case study:<br/>Defining an online communications strategy<br/>Step 1:  Define your general comms strategy

Click on image to enlarge This case study for the CGIAR Challenge Program on Water and Food, uses a strategic approach looking at the “big picture” overall communications strategy as a first step, before honing in on details.



Case study: How to define an online communications strategy

Feb 23rd, 2012 | By
Case study: How to define an online communications strategy

Click on image to enlarge A few weeks ago, I facilitated a communications workshop for the Challenge Program on Water and Food (CPWF), a research program from the CGIAR, the global partnership of nonprofit agricultural research centers. CPWF’s research concentrates on “How to manage water more equitably, efficiently and sustainably”. We locked ourselves up for (…)

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How to define a social media strategy – Part 4:
Fine-tuning your strategy

Jan 29th, 2012 | By
How to define a social media strategy – Part 4:<br/>Fine-tuning your strategy

In this Social Media Strategy case study, we learned to put the strategy into the context of the organisation. We identified the role of social media in “connecting our target audience to our core content” and looked at the roles of different social media tools. But nothing in life is simple. A social media strategy (…)

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How to define a social media strategy – Part 3:
Sandwich men, flyers and store displays

Jan 29th, 2012 | By
How to define a social media strategy – Part 3:<br/>Sandwich men, flyers and store displays

In this Social Media Strategy case study, we learned to put the strategy into the context of the organisation and identified the role of social media in “connecting our target audience to our core content”. We identified three critical parts in our social media strategy: identifying our target audience and our core content, and how (…)

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How to define a social media strategy – Part 2:
Sell your candy

Jan 29th, 2012 | By
How to define a social media strategy – Part 2:<br/>Sell your candy

In the process of defining a social media strategy in the context of nonprofit agricultural research, we defined the key role of social media in part 1 of this case study, as: Make research available and accessible, AND Document the research processes In this part, we’ll convert these goals into a social media strategy.



How to define a social media strategy – Part 1:
Put your social media strategy in context

Jan 15th, 2012 | By
How to define a social media strategy – Part 1:<br/>Put your social media strategy in context

Every nonprofit organisation has its own goals. You might be fundraising for a shelter in your city, or advocating for companies to ban the use of Congo blood minerals in their products. Your social media strategy will logically depend on your “raison d’être”, on your organisation’s goals. This case study shows how we built up (…)

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