I often get asked what is it about social media that charities and businesses can benefit from?
I am grateful to a report on a talk given by Chris Brogan that brought home very clearly to me the key thing that makes social media unique in today’s world of business and charity communications: it’s humantity.
“Social media allows companies to be human again. They can speak to their customers and more importantly they can listen to their customers. Businesses can become part of their tribe and when they are able to connect with their customers through this humanity, then they can truly grow as a company. The problem with business today has been the loss of that humanity.”
Just substitute the words “supporters” for “customers” and “charities” for “businesses” and the principle applies to both. Indeed, charities must be even more proactive in emphasising the human face of their organisation, as this is the very thing that people will give to (not to a faceless institution).
So engage with your supporters on a human level. Hold conversations with them via Facebook and Twitter. Listen to what they have to say, especially if it’s about your charity and what you do. Treat them as friends, respect their views. Debate with them when debate is called for, but remain friends at the end of it and take heed of their comments, act upon them and then let them know you’ve done so, via your conversations…
