5 Tips for Cause Marketers: Using Social Media to Identify, Influence and Engage
Have you ever wondered, “How did that cause marketing campaign raise so much money?” or “Why isn’t my campaign getting those kind of results?” This past week Seema Bhende and I led a session at the Cause Marketing Forum Conference to help cause-marketers answer these tough questions and to learn how to create repeatable results for their cause campaigns.
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“You never really know a man until you stand in his shoes and walk around in them.” -Harper Lee
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The first and most important part of any social media strategy is to know who the audience is. To be truly successful in a cause marketing campaign, you need specify who your ideal core audience is that will want to engage with your campaign and who will actually take action. Make sure your strategy is grounded in facts, not assumptions.
First, look inside your organization and align your cause campaigns across departments such as PR, internal communications, HR, etc. Make sure your cause marketing communications are part of your public relations editorial calendar, integrated with other company and employee news or product launches. As part of this effort, be certain to identify who the storytellers within your organization are and how they can amplify the cause message. Timberland’s CEO Jeff Schwartz is a great example of this. He regularly blogs, tweets and publicly speaks on the company’s citizenship campaigns during annual shareholder meetings & employee events.
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The Mom Ripple Effect Twitter Parties can reach thousands of people. 82% of participating moms tell 5 or more other moms about the event and 12% tell more than 20 other mothers
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