Social Media For Charities

How do you make your social media dollars go further? Ask for advice from a charity. They often have to do more with less. Here’s a look at Macmillan and Amnesty in a Guardian social media masterclass.

First lesson to the room of charity marketers. ‘It’s a paradigm shift not a spreadsheet of figures, but fill in the spreadsheet anyway, charities have to do it all with what they have.’

Macmillan Cancer Support

Carol Naylor @popplestone is the #SocialMedia Manager for @macmillancancer spoke about how to embed social within the organisation. Who are you and why bother? You need to be clear about why you are using social so your employees can be clear with their use of it.

Macmillan know that social media is for keeping people talking about cancer issues so they use social to support and inspire anyone involved with the disease, treatment and care. Carol insists you need to be specific about your aim.

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‘When you review your business plans, it’s time you were budgeting for social media as business as usual. It’s time to integrate social as a cost and as a philosophy, and when you use it, it’s about quick turn around times and being responsive.’

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LEGO and GE: How they use UGC and Target Geeks in Social Media

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With another Social Media Week over, there were some social media strategy standouts from established brands that reminded you of how to target your niche audience with UGC and periphery topics. Your groupies may not always be able to access your product, like General Electric, it may seem ‘too techy’ for those geeks with an interest in fashion or music, or like Lego, you can’t directly target kids through social media but you need to inspire the parents. Katrina Craigwell, Head of Global Digital Programming at GE discussed her strategy to ‘Ignite light-hearted curiosity around science and tech, and to create moments of engagement.’ Lars Silberbauer, Global Director, Social Media, Search & YouTube, at Lego discussed a ‘The joy of building together’ which, for me, brings to mind Coca Cola’s sharing happiness but with more family time.
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