Thursday, September 25, 2014

Who, Why & Where before What & How

When associations and nonprofits contact me regarding consulting about social media or content management, they often begin by asking, “Should we focus on Twitter or Facebook?”

Wrong question!


Because you (associations, nonprofits, small businesses) should ask Who, Why and Where before you focus on What and How!

Let’s briefly explore these four questions.

  • Who are you trying to reach? Members? Customers? Prospects? Media? Influencers?
  • What do you want them to do, not do or let you do?
  • Where are the folks you are trying to reach? Are they on social media? If so, are they on Facebook, Instagram, Pinterest, Twitter or something else? 
  • After you have answered the first three questions, now you can explore which social media platforms you should use to connect with your targets and engage them as you desire.
  • Once you’ve identified your media of choice, dive in. Understand how each works. Explore how to get maximum results.
So, if you and your organization are trying to determine where to place your engagement resources, follow the flow of these five questions: who, why, where, what and how.

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