MSVU Social Media Course Blog

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How do you define success?

And then there was one- one final post on course related material. The final reading, Social media ROI- a calculator for not for profit campaigns gave us four steps for building ROI models for online communities. In light of what I’ve learned through applied learning in our client project, one step in particular really resonated with me: Identify what success looks like in the online community.

I believe that success in the online community is not necessarily all about dollar bills. Of course, this is all relative to your client’s brand recognition. If, for example, your client is virtually unknown, then it’s unrealistic to expect online users to give to your client’s cause. I know this sounds commonsensical, but so many not for profits nowadays are jumping on the social media bandwagon because, well, everyone else is doing it.  However, without an existing online presence, worthy causes risk sounding like disreputable beggars. Too harsh?

  Success in the online community is similar to campaigning for voter support. If you do not first promote yourself, your platform and what you stand for, you simply are not going to receive the riding support needed to win the campaign. Similarly, without an online presence, social capital and established relationships with people of similar interests and beliefs, then you are not going to get the kinds of funds needed to make a decent ROI. Thus, success can also be defined as establishing a network of like-minded individuals, cheerleaders if you will, you believe in your cause, so much so, that they are compelled to take action.  As some of you have already indicated, social media may not be the greatest way to raise funds, yet is effective in generating cause awareness. Essentially, it’s all in how your not for profit defines success.  Awareness and brand recognition where none existed before is pretty darn successful in my eyes.

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June 20, 2009 - Posted by | Comment on Course Material, Really Relevant Interesting Stuff | , , , , ,

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