As the marketing and communications director at an arts service organization, I’m often approached by marketing directors at our over 300 member companies with questions about various channels of marketing and communications.
Recently, a frazzled executive director at a small company (one of those that often doesn’t have a dedicated or even semi-dedicated marketing person) contacted me to have a conversation about social media. She had a board member who thought they could expand their reach dramatically by reaching out through social media, and she wanted to know how to create a Facebook page to do that.
I was sad to have to tell her that that strategy probably wasn’t going to work. The truth of the matter is that social media, like all the tools in the marcomm toolkit, has a specific spectrum of usefulness—and unfortunately, the type of social media interactions she was talking about just weren’t going to get her very much traction with people who didn’t know or care about her organization already.
Whenever I think about a marcomm plan, I work in my head with a very basic and non-scientific spectrum, stretching from what I term “engagement” (i.e. making those who already know you feel more engaged with you) to “development” (i.e. making those who don’t know you, well, know you). Read the rest of this entry »