own the conversation

engagement, Facebook, social media strategy, Twitter

Own the Conversation

5 Comments 03 November 2011

What is your organization's primary topic of conversation online? If you don't know the answer to that, you may find that is the crux of the issue with your online strategy. Without knowing and owning the online conversation topic, your organization is doomed to wander aimlessly about in the online desert. To get at this, I often ask this simple question: "What about your industry or issue is so interesting that you want to have a conversation about it?" Taking this simple question a step further, I'll often ask: what topic of conversation is interesting to potential fans, can define your organization, but isn't about the organization itself? Knowing your conversation, then owning it, offers a map through the online desert to real engagement, trust-building, and advocacy. This post includes three examples of nonprofits who really know what their conversations are about, and execute them superbly.

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social media strategy, social networks

Social Media Decision Trees: When To Dive Deeper

2 Comments 01 July 2011

It's hard to know where to spend most of our limited time with social media. It's worthwhile to dive deep enough to consider the gateway questions that will help you make the decision to dive deeper or not.

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engagement, Getting Started, social media strategy

Thinking about Return on Engagement

4 Comments 11 May 2011

I've been thinking a lot about the concept of social media ROI, and how to measure it. Can we measure effective engagement with stakeholders, and how we move them to action? For social media, the ROI is actually Return on Engagement (ROE). All other activities are those leading to ROE.

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engagement, social media strategy

The New Social Media Minimum Is Participation

9 Comments 21 April 2011

In the beginning, if you wanted to be part of the conversation, you just had to know what was going on. You had to know about emerging platforms, you had to listen to the conversation and respond when necessary. But that was the old minimum. The new minimum is participation.

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Facebook, Linkedin, presentations, social media strategy

YBI Global Forum: Assessing Best Practices Using Linkedin, Facebook, and Twitter

No Comments 27 September 2010

Highlights and best practices of several youth entrepreneurship organizations using social media to promote youth entrepreneurship, source new borrowers from their loan fund, and support and find mentor businesses. This is part of a presentation offered at the Youth Business International Global Forum 2011 in Mexico City, Mexico.

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guest posts, social media strategy

Guest Post by Manny Hernandez: Crowdsourcing No Sugar Added Poetry

1 Comment 16 August 2010

In early 2009, TuDiabetes.org, a social network for people touched by diabetes, asked members to share their diabetes poems as part of a contest called No-Sugar Added Poetry. The end result was the No-Sugar Added Poetry book. Manny Hernandez writes of the many lessons learned from crowdsourcing, publishing, and selling a community book.

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collaboration, Getting Started, social media strategy

Why You Can’t Think About Social Media In A Vacuum

14 Comments 20 July 2010

Developing social media in a vacuum is unnecessary. Why not develop a social media support team? Using personal contacts and social networks, one can easily develop a great team to help you develop and improve upon social media concepts.

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social media strategy

One Year Later: Hebrew University and Social Media

1 Comment 08 July 2010

Hebrew University and social media one year later: lessons learned, the challenges of working within an established institution, the importance of social media cheerleaders, and what has succeeded.

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Getting Started, listening, metrics, social media strategy

Is Your Social Media Strategy Missing Steps?

11 Comments 08 June 2010

In social media, missing steps lead to frustration with using social media and sometimes complete disbelief in its use or good for the organization. More often than not, if the strategy isn't working, there are missing steps. This blog post includes four slides that outline steps to creating a comprehensive, goal-oriented social media presence and strategy.

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social media strategy

The Cornerstone of Social Media Strategy is Clarity

3 Comments 20 May 2010

Clarity of vision and objectives are the cornerstones of a strong social media strategy. In this post, I write about two different kinds of objectives: the organization's general objectives, and the value a social media strategy would provide to your organization. Once you've defined these, you can create your winning social media strategy!

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About

Debra Askanase is an experienced digital strategist, non-profit executive, and community organizer. Community Organizer 2.0 works with businesses and nonprofits to develop actionable and measurable digital media strategies that meet organizational goals.

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