Social media and engagement

In the last post of these series, I leave my post for you. Based on all the topics that I did as well as your thoughts, do you think social media can create community engagement? And what are the challenges to deal with in order to engage the audiences?

HAVE YOUR SAY

online-engagement

 

Other sources:

http://www.theguardian.com/guardian-masterclasses/an-introduction-to-building-online-communities-seminar

http://www.beckyhirstconsulting.com.au/betweenthelines/is-social-media-based-on-community-engagement-principles%C2%A0/

 

From engagement to giving

It is obvious that social media has become a useful platform in everyday uses with any purpose. Today, some social campaigns rely on fundraising to build community, communicate with supporters, tell stories to the world, and provide direct services by using social networks. Done well, fundraising not only provides resources, but also gives people an opportunity to invest in the process of change. This reward donors, organisations and communities.

Humane Society of United States (HSUS), is starting to raise hundreds of thousands of dollars a year. At the end of 2011, HSUS reached their goal of raising $500,000 on Facebook. The simplest strategy they used was to repurpose all their email fundraising asks on Facebook. “People on Facebook want to stay on Facebook. We notice considerably higher conversation rates when we bring “the ask” inside of Facebook. We also provide ways to donate by a sourced link to our website or via Blackbaud’s donation on a custom Facebook tab. Some people just don’t trust donating on Facebook yet, muck like they didn’t like trust the donate button on our website in the beginning. But it’s important that we position ourselves for growth in this area, too, as the trust forms and the tools mature”, said Carie Lewis, director of emerging media at the HSUS. “But the real key is engagement. By providing our fans what they want like fun contests, polls asking for their opinion, listening to their feedback on posts, thanking them, answering every questions, and other engagement with the brand to do what we ask – such a making donation”

Every one of the organisation’s emails, thank-you pages, and auto responders are shareable on social networks. “The number and amount of donations made on our website sourced originally from Facebook also continues to increase over time”

Here are the links if HSUS website and Facebook page if you want to take a look:

https://www.facebook.com/humanesociety

http://www.humanesociety.org

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Besides the succeed of HSUS, the main point is, to gain trust from public and community to donate via social media is not easy thing to do. In your opinion, do you believe that social media can help in fundraising or can audience/community trust their sites? Can you provide any examples or experiences to illustrate your arguments?

The power of social media fundraising:

Also, you can take a look these articles to get more information about fundraising through social media: http://www.probonoaustralia.com.au/news/2010/03/social-media-has-growing-impact-event-fundraising#

http://www.smh.com.au/digital-life/digital-life-news/digital-fundraising-the-way-of-the-future-20130617-2odbs.html

http://www.smh.com.au/technology/technology-news/fundraising-via-facebook-20110509-1efo5.html

http://blog.livestrong.org/2013/06/26/fundraising-through-social-media/

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Social media engagement of politic

Social media has given us great ways to protect and build our digital reputations. Today we have the ease of searching conversations, the ability to set alerts to help us monitor our names, the constant availability of learning opportunities and more ways to communicate and interact with others. All of these tools, which were not available just a few years ago, now make it possible for us to be proactive in maintaining, building and protecting your personal brand and help spread word-of-mouth. However, it is believed that when any brand uses social media, what they are hoping to do is engage in the art of persuasion. Every brand has a compelling reason for using social media. Ultimately, success is about creating a discernible difference in order to be persuasive.

To set the scene a little, we all know that Australians love social media; there are roughly 13 million Australian Facebook accounts,  nearly 1.5 million active users of Instagram and, in an average month, there are more than 11 million unique visitors to YouTube. This is clearly an arena that can’t be ignored by any political party

(Source: http://www.egov.vic.gov.au/focus-on-countries/australia/trends-and-issues-australia/statistics-australia/social-media-statistics-australia-july-2013.html)

Both major parties in Australia have broadcast their position to everyday people entering the political debate in an attempt to sway their vote. The reality is that both parties, through their broadcast-based social media campaigns, have persuaded some social media users to like them on Facebook and follow them on Twitter during the election. An increase in followers is the first step in social media success but it’s not the only step. Smart political strategists will try and find the right conversation online and engage that audience. It’s hard work because the conversation on social media channels changes from minute to minute and you need time to engage. However, it’s worth persisting because this is where the social media gold can be found; engaging the right people for the right reason at the right time is very persuasive.

For example, Tony Abbott’s page attracted roughly 32 per cent more likes and his fan base increased more sharply over the campaign period. His team used the page to thank fans, broadcast campaign material and show Abbott’s activities along the campaign trail. A highlight on Facebook was a pinned post of Abbott calling a Facebook fan to personally thank her for her support. The Abbott camp clearly decided to focus their energies mainly on Facebook

On the other hand, Kevin Rudd had a clear win on YouTube channel with his upload of a video entitled “If you think homosexuality is an unnatural condition, I cannot agree with you”, which is taken from his appearance on the ABC’s Q&A. This video attracted nearly 2 million views. The Liberal Party attracted the most views on their channel through their attack videos. The video “The Headless Chooks in The Gillard Experiment” attracted more than 430,000 views.

Youtube video:

Successful social media campaigns are predicated on the ability to take yourself, your brand and your party out of the thinking. The trick is to think about the target audience and what they would like to hear and read. Both leaders have shown a remarkable willingness to insert themselves, their brand and their party into every conversation. Nevertheless, it is said that this thought has promoted much of the negative sentiment online as voters didn’t express fatigue over social media platforms because they don’t care about their country and how it’s run, they lost interest because they were talked at, rather than engaged.  Do you agree? 

Also, In writing this post, I have another two questions for you:

1. Do you think social media is a targeted  useful tool to engage with public? 

2.  Does social networking campaigns really work for political leaders?

Here are some links which demonstrate of how social media is becoming one of useful tools of political leaders to communicate with public:

http://www.abc.net.au/unleashed/2897554.html

http://www.smh.com.au/federal-politics/federal-election-2013/rudd-v-abbott-whos-winning-the-facebook-votes-20130902-2t0o2.html

http://theconversation.com/can-social-media-swing-votes-in-this-election-campaign-17679

http://www.news.com.au/technology/kevin-rudd-social-media-campaign-gearing-up-on-twitter-facebook-and-youtube/story-e6frfro0-1226577817645

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Can business create on Facebook?

The widespread use of social media serves as both a challenge and a/an benefit/opportunitto all businesses. As with any new platform, the difficulty is in finding the best way to squeeze value from it. Based on the result from the poll of previous post, I think of how effective Facebook is to attract audiences. It’s easy to apply basic traditional marketing theory to Facebook: the greater your “likes”, the greater of interaction. But is it as simple as that? How does Facebook rate as a tool to create new customer relationships?

I ensure that you may hear about buying Facebook likes. I have a ‘small business’ Facebook page to sell girl’s stuffs such as clothes  and cosmetic. I paid $50 to promote my page for two weeks with target of audience (by location).  My page has grown rapidly with around 4000 likes during that time by just a one click. I cannot deny that  a larger audience will help to attract engagement. People are more inclined to like a page that already has thousands of likes. The chances of finding someone, anyone who is interested in an offering is increased just through basic probability. People has made purchases as a direct result of some activity I posted on Facebook – usually a sale or newly-stocked item that has been highlighted. Also, I do believe it is more common to like a page that comes up in news feed if someone you know has already liked. However,  it’s important to understand the likes that public made.  It’s not only because of “purchasing Facebook likes” I made, it’s also about community engagement with a business because they actively like the brand, promotion, offering or activities as well as open dialogue between them and myself.

Nowadays, many organizations has emphasized solely on implementing marketing strategy on Facebook for brand awareness and engagement with fans/consumers as saying that businesses are taking a closer look at how best to attract genuine followers. On its own, I believe its best use is to support current and potential customers through genuine engagement. Its value is not in large – but ultimately disengaged – audience numbers, but in cultivating relationships with the ones that are inclined to become an active community of customers and advocates.

So the question remains: Rather than buying likes, is a bigger Facebook audience enough for big business? Please share your ideas 

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It’s not only about engagement

In 1990, Mark Poster published his book, The Second Media Age, which heralded a new period in which interactive technologies and network communicate, particularly the Internet, would transform society. The concept drew our attention to new forms of media use that could range from individualised information and knowledge acquisition to interaction. The second media age can be described as two-way communication, promoting individual consciousness and individually oriented. Older forms of broadcast-oriented media such as television and books are said to emphasize transmission of information, which reduces the possibility of interaction. New media, in contrast, are more interactive and create new sense of personalised communication.

Social media is known as an outstanding example of new media. It is seen as the use of technology combined with social interaction to create value. It allows you to interact with far more people than you would otherwise be able to. This means that you can be exposed your opinions. In addition you will be able to share your opinion with a lot more people. These interactions have certainly made the world smaller since you can interact with people from anywhere.

It’s all interesting to tweet about what you bought, or share amazing photos where you go on Facebook, but what if you want to use social media to achieve a specific goal? Perhaps to gain support or ideas for a creative project, or build awareness about a product you’re launching. So, how then do you wade through all the social media speak and interact with people in a way that will make a difference to your mission? Social media – essentially it’s about communicating online –  is a two-way communication to make ideas happen. Here are some tips:

I believe, the best way to get people excited about what you’re doing is to let your passion show. Share the process, ideology and execution, then, ask community to engage by putting their input and sharing their own experiences. Nowadays, many companies decide to implement marketing campaigns via social media platforms to engage with consumers, promote products and improve customer service. Everyone can express and share an opinion somewhere along the business’s path to market. Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing.

Also, the people most likely to engage with you are those who know what you’re going through and appreciate the kind of work you do. Let’s think of your community as collaborators – not an audience. Go through it together, and in the process, you’ll begin building a really powerful creative community. It’s also important to take the trust between you and the community you lead very seriously.

Individual outreach is an important element as well. If there’s someone you think would be valuable to your community, find what makes them unique or what they recently wrote, and be sure to call attention to any mutual connections. Instead of writing a mass email or a broad tweet, target the message to the person.

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So, what are your tips to build community engagement via social media? Let’s share your own experiences and give a vote so that I can use it for my next post.

 

References:

Littlejohn. S. W. & Foss. K.A. 2008, ‘The Media’, Theories of Human Communication, 9th edn, Wadsworth, United States, pp.285-289.

Holmes. D. 2005, ‘An analysis of theoretical impact of second media age, Communication Theory’, Sage Publication, London, United Kingdom.

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