Does Your Social Media Strategy Include Customer Loyalty?

I’m fond of telling people “Men are from Mars, women are from Venus, and I’m from somewhere past Pluto.”  Bear that in mind as I discuss a recent post from one of my favorite bloggers, Katya Andresen, who blogs at Katya’s Non-Profit Marketing Blog. Her post, “10 Simple Ideas For Things To Share On Social Media,” gives you just that. Simple ideas.

Those are good ideas, in and of themselves, but they’re very tactical in nature. From where I sit out here past Pluto, I believe a disclaimer needs to be put on the post stating that there’s more to effective social media use than just this list. It  looks to me like it could have been written 20 years ago about a hard copy newsletter.

Regardless of whether your organization is in the business or nonprofit sector, I believe you need a social media strategy designed to increase the loyalty of your customers, volunteers, or donors, not solely to promote your products or events. In order to execute a strategy focused on loyalty, I would have a mix of posts, both tactical and strategic, in nature. Most of Katya’s list would fall under tactical.

Posts that would be considered “strategic” would be those that are more global in scope. Most donors and volunteers, especially Millennials, want to know how their efforts make a difference when they support a nonprofit. They also want to know where the funds are being used. Even large nonprofits need additional marketing of their client programs. Therefore, in addition to posting about our fundraiser this weekend, I would be sure to complement it with other posts that tell the bigger story such as  posts (some with video and photos) that demonstrated how a volunteer made a difference and where the funds go. As William Sturtevant says in his masterful book about major gifts, The Artful Journey, “The more a donor knows about an organization, the more he or she gives to it.”

I would ask myself, “How will today’s posts help increase customer/volunteer/donor loyalty?” There might be a few that are purely designed to promote an event or program, but they would be a small part of the mix. Many of the posts I would publish would be attempts to start conversations, not just a 21st century version of a news release which I frequently see.

I would create a plan to solicit user-generated content from volunteers and those who benefited from the organization’s services. Donors and volunteers respond better when the post comes from people they can identify with, which is not necessarily an organization’s communications director.

I would attempt to use gamification to make supporters want to come back to our social media platforms over and over again where they could be exposed to these posts. I’d create a badge for bloggers to post on their blogs that, when clicked, would take them to our Web site.

I would also attempt to ensure that my posts provided content relevant to our supporters, not just our organization. And I would work hard to create and respond to conversations.

Katya’s list is good as far as it goes. But please don’t think that’s where it ends. There are already too many organizations out there who see social media as just another one-way conversation channel.

By the way, it’s cold out here past Pluto. Could someone send me a venti dark roast, no room, and a heavy coat?

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