Here we are hurtling towards the end of 2013 and I’m astonished when I continue to hear NPO leaders say the following about building their online brand:
- “I don’t trust it. It could be damaging”
- “How do we control what people will say?”
- “I doubt anyone will listen to what I have to say”
- “How do we know anyone is even listening?”
- “I just don’t have the time for that stuff”
- “I’m not a techie”
- “It’s better to be safe than sorry”
Make no mistake, whatever online tool people choose, they are commenting on the experience they had interacting with your organization and you are missing the opportunity to leverage their energy…..whether it’s positive or negative.
Real World Example: @stats_canada (twitter)
At seeing that Statistics Canada has a twitter feed I became very excited. I was poised to receive an unending stream of interesting stats pulled from real Statistics Canada data that I could use to impress my friends and family. However, after reading the tweets more carefully, I realized the twitter feed was satirical since it is unlikely that 85% of Albertans think ‘ranch dressing’ is a style of clothing.
How could Statistics Canada have missed such an incredible opportunity to engage Canadians in what they do? How could they have been so far behind the curve to allow their brand to be co-opted on such a powerful social media platform?
My Suggestion: take some time to do some google searches of your organization’s name and try to include any variation you can summon. Take note of where people are talking about your organization and what they are saying. What does it say about your relevance as an organization if you find nothing beyond your own Facebook posts?