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Using social media and blogs strategically to promote your organization

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This week I was a guest speaker at two University of North Carolina at Chapel Hill classes. One was an undergraduate class of about 27 senior public relations students at the School of Journalism. The other was a master’s level class of about 17 enrolled in a marketing for nonprofits course at the School of Social Work.

I presented on “Using Social Media and Blogs Strategically to Promote Your Organization,” and drew from my experiences as a director of communications at UNC as well as with my clients and my healthy lifestyle blog.

First, I showed them all of the social media channels and online communication vehicles we are using at the School of Social Work, including blogs, our e-newsletter, and our Contact Magazine news site. Then I relayed the ways that we are using social media and blogging together to increase our readership and to bring visitors to our website. I also explained some of the benefits of having a WordPress-based blog, and encouraged them to establish their own site and use social media to drive traffic to it, rather than rely on a Facebook page to be their organization’s site.

In a section I called “The Art and Science of Social Media,” I explained that being successful in social media requires using both sides of your brain — the analytical, and the creative.

I emphasized the importance of defining your target audience, and how to use Google Analytics and other tools to learn more about your site’s visitors, such as where they are located, when they are online, and what content they respond to. For example, it’s important to take time zones into account with social media if you have a national or international audience.

I also offered some dos and don’ts, strategies for increasing your followers, and tips on using Facebook and Twitter to grab attention, encourage engagement, and drive traffic to your site.

We also discussed style, voice, and the use of storytelling and visuals in creating compelling content.

They were both outstanding groups, and asked a lot of wonderful questions. I enjoyed this experience so much, and love being able to share what I’ve learned and discuss strategy. I can’t wait until the next time!

Photo by Susan White
Photo by Susan White

 

© Michelle Rogers, Inc.

 

 

 

Teaching how to use social media to promote nonprofit organizations

This week I was the guest speaker in a UNC School of Social Work master’s program class called “Leveraging Social Media to Promote Social Change.” I conducted a workshop for the students on using social media tools in the context of a nonprofit organization.

Using my work at the School of Social Work as an example, I gave some background on how and why we started using social media; showed them all of the social media channels the School is using and the pros and cons of each; and discussed blogging, and how that strategically ties in to our social media plan. I also revealed some tips and best practices I’ve learned, and relayed a number of helpful resources.

The goal was to give the students practical ideas for how they might use social media and blogging to help an organization promote its mission, accomplish goals such as fundraising and volunteer recruitment, and inform communities about social issues. The workshop also assisted the students in developing the technical skills and knowledge necessary to use these tools.

We covered a lot of material in this class. The students were engaged, and asked great questions. After my presentation, they got started on their case study project in which they’ll create a social media plan, and then will use Facebook, Twitter, YouTube and blogging hands-on to create an online presence for the organization.

Next month I’ll get to return for the final class, where they will present their completed project. They have some great ideas and a license to be creative, and I’m excited to see what these smart, talented students come up with.

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Dr. Jennifer Swanberg, at right, is the course instructor.

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New edition of magazine unveiled

As the director of communications, my biggest project every year is producing the annual printed edition of the UNC School of Social Work’s magazine, Contact. I am the editor as well as the graphic designer of this award-winning publication.

Contact is a full-color, glossy, 44-page magazine that features school, faculty, student and alumni news from the past year. Each issue also spotlights a theme that is reflected on the cover. This year’s is a collection of stories about using the arts in social work. The magazine can be downloaded here.

 

 

 

 

My social media work featured in NASW News

NASW News, based in Washington, D.C., featured my work in a lead article in its newspaper and website, distributed to all members of the National Association of Social Workers, “It’s better to be informed about tech tools.”

As the director of communications at the UNC School of Social Work for the past five years, I launched us into the world of social media and continue to manage and grow our presence there.

In 2008, the School was among the education world’s early adopters of Twitter as a vehicle for promoting the School, distributing our news stories, and connecting with people. Our social media efforts have since expanded dramatically, and our leadership in social media has attracted national attention in the social work community.

Read article (pdf)

 

MICHELLE ROGERS, INC.
P.O. Box 343
Efland, NC 27243

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