Not having a strategy for using social media is no longer an option for your club. In this day and age, it’s just too hard to “wing it” online.
Rotary clubs are starting to use a wide range of social media tools, however, in the rush to get on the Facebook and Twitter bandwagons, many clubs have forgotten about the planning required to achieve success in social media.
Here are some steps your club can take to create a social media strategy and plan for your social media efforts. As we know in Rotary, a little planning goes a long way!
1. Create a social media committee
The day-to-day work of social media cannot be done by one person. In order to form a dynamic and working committee, think about the people involved with your club who:
· Like communicating
· Like technology (they do not have to be tech-savvy)
· Have a creative flair
· Have their finger on the pulse of the latest news
· Are well-connected and enthusiastic
The key is to get this group of people thinking through a public relations social media lens.
2. Plan
Start by defining your goals and objectives. What can you measure that can be directly attributed to your club’s social media? Success can include increased event participation, new members and increased website traffic.
3. Create a social media policy
Make a plan for crisis communications. What happens in the event of a PR crisis?
· Be smart about talking to members on what they should and should not share online.
· Who are the administrators of the club’s Facebook page? Who will take charge when this person is on holidays or leaves the club?
· Who has the passwords and login information to the Facebook page or website?
4. Be active
Social media engagement shouldn’t be a passive experience. Rather than waiting for people to reach out to you, proactively engage with people in your community.
Follow/like other businesses or similar organisations in your local community. Listen to what people are saying – what moves them? What are they sharing and retweeting?
5. Create great content
Creating great content that your online community wants to share with others is the key to success on social media.
Watch what other organisations are posting – is it going viral? Get ideas and see what you can adapt to suit your own club’s message. For example, on my Facebook page www.facebook.com/rotarianevanburrell I post new content daily that you are welcome to use for your own club’s message.
Article by Evan Burrell