August 16, 2019

Why your organization needs a social media mission (and how to write one)

Filed under: Social Media — Tags: , , , , , , — lidia @ 2:34 pm

Most organizations have a mission statement, but do you have a social media mission statement?

According to HubSpot, 67% of nonprofits have no social media strategy, policies or goals documented. (ouch—that’s higher than the 50% of companies without a documented social media strategy reported by Search Engine Journal). That means more than half of the organizations they polled are basically just “throwing it out there to see what sticks”—not a good use of time and money.

Why it’s important to have a social media mission

Considering 74% of people say they use Facebook for professional purposes (HubSpot, 2017) and LinkedIn has over 500 million users. (LinkedIn, 2019), it’s worth making time for social media marketing in your organization—but you must have a mission.

In social media marketing (and branding and marketing, in general), people need to feel a connection before they interact with you. You need to give them a reason to interact with you: a reason to like a post, leave a comment or come back to your page.

As Simon Sinek, author of Start With Why puts it: “People don’t buy what you do; they buy WHY you do it.” It makes sense to have a sense of purpose—or a focus on your WHY—in your social media marketing, just as you do in otehr aspects of your branding and marketing.

How to create a social media mission statement

A social media mission statement helps you discover and express your organization’s social media WHO, WHAT and WHY: who you are speaking to, what you are sharing, and why they should engage with it.

  1. WHO: Who is your audience? Who will be reading what you share? (If you don’t already have an ideal client profile, now is the time to write one)
  2. WHAT: What do they want to learn more about or read about? What can you share that will encourage them to interact? What will inspire them?
  3. WHY: Why should they engage with you? Why are you the perfect person to provide this content to them? What benefits will they receive by engaging with you? How will it make them feel? What actions will they be inspired to take?
  4. WHERE: Where can you find your audience? Which social media outlets do they use and how do they use them? (Doing some competitor research can make this part easier).

According to HubSpot, 48% of nonprofits believe social media is very valuable, with 80% of nonprofits saying Facebook is their primary social network. Most organzitions are already spending a good amount of time promoting their mission on social media. So, instead of being one of the 67% that are just “seeing what will stick,” take some time to think about and create your social media mission and make your interactions are more thoughtful and engaging.

Need help creating your social media mission statement?

Download my free Social Media Mission worksheet which walks you through the steps of creating one. And feel free to reach out to me to chat about it!

Social Media Mission Statement Worksheet

 

March 21, 2014

10-Minute Marketing: write your positioning statement

Filed under: 10-Minute Marketing — Tags: , , , , — lidia @ 1:59 pm

10-Minute Marketing: write your positioning statementYour positioning statement, also known as your USP (unique selling point) tells people the “what” and “who” of your business.

It’s a crucial part of your branding and marketing. I refer to mine before doing any type of marketing outreach, i.e. drafting website copy, writing a blog post or planning a marketing campaign. It should be basic and straightforward, without any industry jargon.

Your positioning statement can be broken down into the following:

  1. Your unique service or product
  2. Who you provide it for

10-Minute Marketing task:

Write your positioning statement

Example:

  • Wharton Business School: The only business school that trains managers who are global, cross-functional, good leaders, and leveraged by technology. (via dummies.com)
  • typebaby: typebaby is a line of baby & kids apparel for urban parents that lets kids share their personality type through typography.

10-Minute Marketing is a weekly series featuring short, easy-to-accomplish marketing tasks. Follow along with past posts here.

March 7, 2014

10-Minute Marketing: Write your vision statement

Filed under: 10-Minute Marketing — Tags: , , , — lidia @ 10:00 am

10-Minute Marketing: write your vision statement [Biz Mama blog]Your vision statement captures the passion and future plans you have for your business. As this Forbes.com post says, it answers the question: “What’s the best you can be?

It may seem complicated, but you can break it down into the following: who (customers), what (product or service), where (region) and why (your passion/vision).

Why write a vision statement?  It serves as a guide for how your company presents itself in daily business and marketing activities—as well as long-term goals. It’s not just for start-ups; it should evolve as your business grows.

Your 10-Minute Marketing task:

Write your vision statement.

Example – Whole Foods
Our motto—Whole Foods, Whole People, Whole Planet — emphasizes that our vision reaches beyond food retailing [why]. In fact, our deepest purpose as an organization is helping support the health, well-being, and healing [what] of both people [who] — customers, Team Members, and business organizations in general — and the planet [where].

Need inspiration? Google your favorite company + vision statement for ideas.

10-Minute Marketing is a weekly series featuring short, easy-to-accomplish marketing tasks. Follow along with past posts here.