Social media for social good, and how to avoid “you’re doing it wrong”

Tons of year-end-focused articles touted social media’s big leap this year. The NYT, for example, noted that Facebook users jumped from 350 million in 2009 to 600 million users in 2010. In fact, there were huge numbers both for that Zuckerberg start-up and for Twitter, which signed on more than 100 million users in 2010. Yet along with all of those numbers and story accolades, there were a handful of social-media detractors, too–marketers and journalists who called “social media” the most overused phrase of 2010, and some wondering if it had peaked.

Of course, we respectfully disagree. Annoying phrase? Maybe. But our vote goes to “natural-cut fries.” (Seriously. What are those anyway?) And by no means has it peaked. In fact, we’re just starting to see its real potential. The power that social media has for social entrepreneurs, small companies, and grassroots campaigns is exponential, and at the same time, like marketing, its end results hard measure. But unlike static advertising and marketing, we can see it amplify in real-time, as conversations about ideas, grassroots efforts, and campaigns begin to manifest themselves in real-world conversations, serving as catalysts for change.

An article in the Guardian last week did a nice job of summarizing how social enterprises are using social media to their advantage. It’s fairly basic, as it should be, since so many businesses and organizations find social media confounding. The author outlines easy ways to engage your audience, such as:

So, on your Twitter profile, for example, you could introduce yourself and explain what you do for your organisation, to create an open and personal feel. Then, a good first content post should consist of something that will interest your target audience. For example, some recent news from your industry with a comment from you giving your opinion. Try asking: “What do you think?”. Showing your interest in what others have to say is vital to engagement, even though it is OK to disagree in a polite and constructive way. Aim to create a sense of community rather than to simply build your contacts.

This is great advice, since engagement and listening are key. But it also leaves businesses and orgs new to social-media wide open for the drumbeat of “You’re doing it wrong!”

I’m not going to list examples, but I will outline three of the ways folks do it wrong so that you can avoid pitfalls, best represent your brand, and affect change. Don’t take it personally. You’re not alone. But you’re “you are “doing it wrong” if you’re:

1. Not providing a service: Social-media is an extension of your campaign and brand. You should be using it to provide a service to people. Are you simply marketing to them? Or are you providing them with news and information that is educational and interesting and can help further your identity? For example: Let’s say your company is a small, sustainable architecture firm. Can you use Twitter to talk about sustainable services in your area beyond just architecture? Can you become a valuable and trusted resource for your mission and local sustainability? Can you help amplify your brand and your mission by extending it into conversations that educate, inform, and inspire?

2. Spammy McSpammy: We all know this person or organization. It doesn’t matter if they’re connected to a good cause or not; retweeting everything or auto-tweeting/filtering 100 posts a day simply because they include relevant hashtags just feels spammy. No one wants to be spammed, even if it is a Minnesota “meat.” Just because something has #fairtrade #eco #green #sustainable doesn’t mean it’s valuable to your readers/audience. All too often a Twitter feed loaded with hashtags can feel more like marketing than real engagement. Respect your readers first. Make it about them, not just you. Be aware of the conversation first, and don’t let auto filters do the work for you. It’s the conversations that are relevant, not the hashtags.

3. Thinking about followers instead of valuable engagement: See above–the hashtag over-user is also guilty of this. But others are as well, such as the folks who follow everyone under the chirping Twitter moon just so they can get a follow-back. Think wisely about the community you are creating. It shouldn’t be simply based on followers, but engagement. It’s the same rule that we at GWG have for media ads: Why would you place a banner ad on a site that has page views from all over the world instead of on one that has maybe way fewer page views but speaks directly to and with your core audience?

Remember: Your goal is to provide something of value. And that’s impossible to do when you have only page views/followers (e.g. the “Fools Gold of the Internet”) in mind. Think about engagement and true community instead. Think about your story: How do your conversations connect to your story and mission? Think about what you are creating instead of what you are immediately getting in return.

In other words, dear friends of the internet and social good, remember this mantra: Provide a service. Provide value. Provide respect. Provide community engagement, outreach, and education. If you’re doing this, you’re doing it right. This is how you stand out as a leader in social good and social change.

–Molly P.