Strong & Weak Organizations
To determine whether or not an organization has a strong or weak Social Media Strategy, one first must determine the purpose of the purpose of the plan. Is the purpose to foster awareness, receive support and assistance, make sales, generate feedback to organization, provide organizational transparency or increase donations? Once the purpose has been clearly defined, it is then much easier to evaluate whether the social media plan is accomplishing the organizational objectives.
With these factors in mind, I choose two organizations that are important to me personally – an English public school board in Quebec, and the Ottawa Humaine Society for the protection and prevention of cruelty to animals. They both happen to be non-profit organizations but also both requiring public support and/or funds to be sustainable. In order to achieve their main objectives, I have assessed various forms of social media tools to determine whether or not their current strategy would like meet their goals.
- Strong Organization example
The Ottawa Humaine Society
The Ottawa Humaine Society is a local non-profit organization with a strong social media strategy using it as a means to both expanding awareness and encouraging donations. Like many people in the community, I have known about the Ottawa Humaine Society for years but sadly as the old saying goes, out of site, out of mind. I actually only thought of this organization when something hit the news or on the rare occasion that someone brought something specific to my attention.
- The Humaine Society is using tools such as Youtube, Facebook, and Twitter regularly. The last updated Youtube was 6 days ago which is pretty recent considering the province has just had a 4-day Statutory holiday. Their website is also regularly maintained and up to date providing a whole host of information to the public/donors and potential donors. They have also made plenty of opportunity of interaction with their audience to make staying in the know, easier. They also have links to other social media tools directly on their website enabling clients to easily stay in touch using different types of social media tools such as Twitter, Blogs and RSS feeds.
The bottom line is that given that the Ottawa Humaine Society’s is a not-for-profit organization, one of their main objectives would be to reach as many people using as many free social media tools as they can to promote and give attention to what they do and I believe they are being successful. I know because I too became a regular monthly donor as a direct result of being exposed to their plight on some of the tools. Goal attained!
- Weak Organization example
Central Quebec School Board
English school boards in Quebec are in a difficult situation. With declining populations, and tight admission requirements for new potential students each year their enrolment is decreasing rapidly. Also being a not-for-profit organization having very little funds available, they NEED a solid social media plan to reach the public to ensure people know what they offer, and to generate attention to their boards to entice people to register with them. But .. they don’t.
In reviewing the social media tools that they use, the only updated one I could find was a non-interactive website. In additional to this, there was one Youtube video, a dead Facebook page, no Twitter account, etc. Developing and maintaining some of these free resources and tools would allow them to reach the maximum number of potential students, at zero cost hence ensuring their continued viabåility.