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Social Media, Integrated Marketing and a Morning Out of the Office Sure Does a Body Good |
Yesterday, I spent the morning out of the office (yay!!) attending Mass Comm week at Texas State University and of course checked out the Social Media for Social Good panel presented by Kerri Qunell, VP of Communications at Capital Area Food Bank, David Neff, Director of Web, Film and Interactive at American Cancer Society, and Jordan Viator, Interactive Communications Manager at Convio. I was energized by the conversation, the enthusiasm of the Texas State students, and just overall being on a college campus again.
The panelists touched on topics ranging from online video, to using social media as a critical component of integrated marketing campaigns, leveraging blog content, career advice and more. But through the myriad of points, one thing is loud and clear… the importance of social media in a nonprofit’s marketing mix. The benefits go on and on… using Facebook and Twitter as listening mechanisms and affordable focus groups, for building communities of like-minded people that care about a cause, an efficient and cost-effective way to engage younger audiences that will be future advocates, donors and volunteers, and much more. I am not even close to doing the conversation justice, but you can see the full presentation here. Although, I am a tried and true Texas Longhorn, I extend huge kudos to Texas State for providing their Mass Comm students with this type of educational experience.
After the panel, I had the opportunity to catch up with Kerri to ask her about a new initiative of the Capital Area Food Bank. They are currently running an integrated marketing campaign to elevate the visibility of hunger in Central Texas. Kerri shares with me how the campaign came about and how they are using television, online, and social media to drive traffic to www.hungerisunacceptable.com. Check out the 2:05 video below to learn more.
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The importance of social media in a non-profit's marketing mix can't be overlooked. Convincing others to join a cause on facebook or RTing a non profits posts can definitely help build awareness. Laddering that up to more tangible support is where the real challenge lays. That being said, it will be interesting to see the ROI (or even the opportunity cost) of these programs.