case studies, engagement, Facebook

The Intersection of You and Them is Value

6 Comments 10 December 2012

What is the Seattle Public Library doing that is so radically different than 90% of the Facebook Pages out there? Offering value. In the case of the Seattle Public Library, they've clarified the intersection of what they can offer, and what their Facebook fans want. That intersection is a personalized, customized, online library experience. And boy, are they offering value for a Like.

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engagement, social media strategy

Fierce Loyalty: The Interview with Sarah Robinson You Need To Read

23 Comments 19 September 2012

Sarah Robinson doesn't just understand that loyalty is important, she understands the DNA behind what makes customers fiercely loyal. In my interview with her, below, she speaks to what makes up the DNA of a fiercely loyal community. In these economic times, when individual and organizational resources are stretched, nonprofits must cultivate fiercely loyal fans in order to thrive.Sarah truly understands social media engagement, and her new book Fierce Loyalty is a shining example of why I admire her work and her philosophy. The book is a step-by-step framework for defining your compelling community interest, and building a fiercely loyal community that cares about your cause. In this blog post, I interview Sarah Robinson about her book, the DNA of successful communities, her background, and the role of social media in building loyalty.

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engagement, Facebook

Returning to Facebook Groups

24 Comments 31 May 2012

A friend recently asked me: "What are you excited about now in Facebook?" Without hesitation, I replied, "Facebook Groups." Yes, Facebook Groups, not Pages. Facebook Pages were never designed for real and deep community-building, and I've begun to believe they will never be successful at this. Written off and abandoned by almost every organization I knew once Pages beefed up its functionality three years ago, Groups is where the real community engagement is happening now.

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engagement, metrics

Measuring the Return on Engagement of Community Commitment

2 Comments 18 May 2012

I've been talking and thinking a lot about measuring social media engagement with colleagues, nonprofits, and social media activists. Two years ago, those of us participating in social media engagement and strategy were trying to come up with "the" metric to define social media tactical success. And then social media practice evolved, as did the thinking about measurement. In fact, it's crystal clear to me now: measuring Return on Engagement (ROE) is actually two measures: SMART goal Return on Engagement, and the ROE of Community Commitment. Using these two metrics, an organization can get a pretty good sense of whether or not its online activities and strategies are working, and whether or not it is building a community of committed stakeholders.

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Image courtesy of fotologic, Creative Commons license

engagement, presentations, social media strategy

Creating a Social Media Strategy: The Secret Sauce

12 Comments 08 February 2012

Yesterday, I had the opportunity to offer a workshop on the topic of creating a social media strategy to a group of budding entrepreneurs. It's a big, meaty topic, and no two strategies are ever developed in the same way. Over the years, I've developed a methodology of what goes into strategy development, and focused on that methodology for the workshop. There are four elements to developing a social media strategy: evaluating current organizational assets, researching competitors (and comparables), choosing appropriate channels for ongoing participation, and measurement. I might add developing online campaigns (as relevant) to that mix. This post discusses those key elements, and includes a comprehensive slide deck of the presentation that I gave.

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Debra Askanase is an experienced digital engagement strategist, non-profit executive, and community organizer. She works with mission-driven organizations to develop digital strategies and campaigns that engage, create trust, and move stakeholders to action. Debra speaks at conferences worldwide on the intersection of technology, social media, and nonprofit organizations.

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