Since the explosion of social media on the internet has become reality,
every organization is looking for ways to leverage the power of online
networking. But for nonprofit and association leadership and marketing teams,
there may be potholes in the path to success. 5) Social
Media Isn’t Media
Those new to social media and social networking
sometimes lose sight of its true nature. Social media is, in fact, a new (yet
very
human) form of interaction in a relatively new
medium, the worldwide web. Social networking is the new form of connecting with
others and sharing communications in a public format.
In terms of
marketing and advertising linked to a social networking community, you can
conduct marketing campaigns and advertising buys just as you can with other
media. In other words, social media is more an evolution in format than it is a
revolution in advertising. Regardless, as indicated in myth number 4, an
investment in a private label social community definitely demands a significant
marketing investment.
4) If You Build It, They Will
Come
For those of us close to social media--those of us who
passionately believe in it--social networking certainly has magical qualities.
But online networking is not the Field of Dreams. If you build a community,
especially if you integrate it with your existing brand, then you need to
actively support it before and after its launch.
Aside from a branded,
proprietary community, the same Field of Dreams caution applies to launching a
Facebook group or page. Just because you set it up doesn’t mean your active area
of a
megalithic online community will drive awareness
for your brand or causes. Add to that barrier the fact that Facebook can never
fully represent your brand, and you have a recipe for disappointment in the
engagement of social media. A better tack might be the strategy of a white label
community vigorously supported by predetermined marketing
resources.
3) IT Security Risks Are Not Common in
Administrating a Social Community
That depends. With an
out-of-the-box, less integrated online presence, security breeches, beginning
with spam and spiraling to viral attacks, can require frequent “hot fixes” or
even culminate in a community shut-down when you least expect it. On the other
hand, if you choose to deploy a platform powered by a SaaS provider on a
subscription basis, the community can be hosted on your vendor’s servers and
monitored by their IT professionals. This warrants an investigation into the
security of your vendor’s IT infrastructure.
The decision to leave IT
administration up to your SaaS partner eliminates security risks to your
organization’s systems. A well-qualified SaaS provider will consistently make
your community’s performance a high priority, reducing headaches, man-hours and
around-the-clock oversight otherwise attached to your IT staff.
2) As Always, Quality Social Relationships Are Built More Offline than
Online
Every day, more and more, online networking is proving that
social
community interaction can be positively rewarding,
enlightening, even inspiring. When you engage with a like-minded individual in a
community atmosphere of comparable interest and respect, you have the chance of
creating a dedicated, lasting relationship that can bridge virtual and real
worlds.
A socially-infused community wrapped around your organization’s
identity gives you the opportunity of connecting and communicating face-to-face
with freely registered individuals who are truly your target audience. Brand
stature and growth among these active members can provide your organization with
long-term, high-quality benefits.
1) Social Media Won’t
Last
From the dawn of early social networking prototypes on the
internet, skeptics have denounced social interaction on the worldwide web as an
overhyped fad. In the beginning, critics claimed that individuals who
participated in and enjoyed social networking communities were simply wasting
their shared time together.
Certainly at its current development in 2009,
the phenomenal traction of online social media is far more than a fad or
indulgence. The amazing growth of MySpace, Facebook, Twitter, Flickr, YouTube,
and so many other internet destinations is no accident. The adoption of private
label social communities by so many leading nonprofits and trade associations is
not a coincidence either.
While social media will undoubtedly evolve in
the future, its power
and value, just like that of the worldwide web
itself, is firmly established in the daily routines of people in every corner of
our planet. Put simply, the internet is inherently a social platform. The
ability of people all around the world to connect and communicate without
geographical boundaries is what makes social networking so appealing, and
ultimately enduring.
As always, we encourage your comments if you
have thoughts about social media, social networking and the remarkable growth of
social interaction on the internet.