Sunday, July 14, 2013

INSTANT REPLAY - Six month, $35,000 social media make-over doubles non-profits Facebook friends to 5

We're still taking some time off. Here's a gem from a few years ago. Enjoy. 

Social media is changing everything. It effects how we live, how we relate to others and how we work. Now, it is changing how we support charity. That’s what Metro’s largest environmental charity found out with a new, innovative social media strategy that has doubled its Facebook friends to 5.

Friends of Metro’s Greenlands, a charity that invests in local environmental projects, says its new “Social & Media”(S&M) strategy has made it one the non-profit world’s leading social media leaders. The S&M strategy, created by local social media design house Snidely Media Stewpot, has been more successful than the charity’s leaders ever thought it could be.

“We’ve been absolutely floored by the power and impact of our new social media make-over,” said Terrence Kneebone, CEO of Friends of Metro’s Greenlands. “We were expecting a modest increase of maybe 1 new friend on Facebook. But instead, we got double that. It was amazing!”

The six month, $35,000 make-over included a new Facebook interface, a Twitter account, a Linkedin page and a host of other social media thingies that Kneebone says he couldn’t actually understand.

“The folks at Snidely Media Stewpot should take all of the credit, here. When they came to me promising to transform our charity through social media I didn’t know what they were talking about,” recalls Kneebone. “In fact, I banned all social media from our charity’s computers a long time ago as a waste of my employee’s time, so the idea that it could actually help us was an eye-opener.”

“We told them that social media was about creating rich relationships that would drive their marketing and sales through value-add connection circles,” said Snidely Media Stewpot CEO Igor Snidely. “They didn’t understand that. So, then we told them that we could cut their communications budget in half, lay-off their communication staffers and just let an intern or the CEO’s son do the free social media stuff and they understood the power of social media.”

The results speak for themselves. Last month, Friends of Metro’s Greenlands had one Facebook page and two friends, plus one friend who was in fact the head of communications. Today, their Facebook page has 5 friends, including the now ex-communications manager who was laid off last week.

“Social media can have amazing impact on non-profits. Studies show that it can sometimes add significant numbers of people to their communications channels. But to double the number to 5 is unprecedented. This is truly a North American first!” said Snidely.

Other results have also been positive. The charity’s Twitter account has grown from 10 followers to 15. Most of them are from organizations from third world countries who want to sell male enhancement products. At Linkedin, searches for the charity have been raised from 2 last month to 3 this month.

“Social media is definitely the way to go for non-profit organizations who want to be leaders in today’s online world,” concluded Snidely. “I only hope that others out there can duplicate our success.”