For example, you may reach the number of donors you set out to reach, but still feel disconnected. You could have a bigger list of e-newsletter subscribers, but still question if what you’re doing is achieving the change you want. You can change the life of one person and wonder how you can change the life of another.
This is why I turned to social marketing. Social marketing is something you address, plan and implement at the strategic level. If you are considering how social marketing applies during materials development or media placement, you’ve missed the boat and instead are floating on driftwood. We need to think bigger and longer.
This weekend, I found someone online who I feel understands where I’m coming from: Hildy Gottlieb. After about five years of consulting, Hildy and her partner felt frustrated. They saw themselves doing great work and achieving the mission set before them, but then noticing their work wasn’t aiming for extraordinary community change. She explains best in the video below (minutes 4-6 is where it hit home with me, as I feel social marketing can help create the change she describes).
httpv://www.youtube.com/watch?v=A-iKsDhDz4Q&feature=player_embedded
If you are working on community-based change or social change in general, Hildy outlines six Pollyanna Principles to guide your efforts:
The Ends
- We accomplish what we hold ourselves accountable for.
- Each and every one of us is creating the future, every day, whether we do so consciously or not.
The Means
- Everyone and everything is interconnected interdependent, whether we acknowledge that or not.
- “Being the change we want to see” means walking the talk of our values.
- Strengths build upon our strengths, not our weaknesses.
- Individuals will go where systems lead them.
I like these principles because they aren’t media focused–they are value focused. What about you–can you relate to the frustration Hildy or I describe?
Bonus: If community-based change interests you, I recommend looking up the name Doug McKenzie-Mohr.
flickr photo credit: khoraxis
]]>In my humble opinion, those that are experts are only referred to as “experts” by other people. This is one reason why they are experts….because they denounce their own “expert-ism.”
These are the people we love. The people that are life-long learners, not in a cliché way, but by role-modeling through action. They aren’t afraid to try new ideas or to spend extra time stretching an already vetoed idea. They experiment. They are not in a leather chair with shiny Italian shoes, but they are in the jungle of the marketplace navigating knowledge, ideas and society for applications of thought. True experts, also fail at times. But they learn from it, tweak it and make it better.
Last week on Twitter, I had a thought and shared it: “Don’t be an expert. Instead, become an industry-valued asset. The difference? One works for himself and his own knowledge base, the other, wants to be valuable and enjoys collaborative efforts.
Now I don’t know about you, but I would much rather work with someone who wants to be valuable. These are the people that do any task just because it needs to get done, even if it’s not in their official job description. These are the people:
People who want to be valuable don’t wait for people to come to them; instead, they roll up their sleeves and say, I’m ready. What do we need? In fact, my family has the saying that if you even have to ask: How can I help? Then you aren’t helping, because helping=doing. Perhaps once we separate those who want to be experts and those who want to be assets, the value of that employee and the work given will shine.
Not to be on a soapbox (okay, maybe a ramp), but perhaps you are an expert. But are you sensitive to how your colleagues and those in your industry react to the word “expert.” Perhaps, we need a new word for you, or perhaps you can angle yourself to be an “industry valued-asset.” Call it a game of the tongue, but words have meaning, as does action. What are your words saying and your actions doing?
In your eyes, what are some ways you differentiate between an expert and an industry-valued asset? What are other ways people can make themselves “valuable” in your eyes?
photo credit: jeannie86
]]>As a new Twitter member, one may be wondering a series of questions that I hope this post offers a “quick guide” to successful Twitter use and community, with the key ingredient reiterated at the end.
“What is Twitter?”
Twitter is a micro-blogging social media tool that asks the question, “What are you doing?” Individuals, who have logged in and registered for the free service, answer the question within 140 characters or within multiple updates and then ‘update’ their status. Twitter works by individuals agreeing to ‘follow’ a certain Twitter account. Once following this account, the person then gets the account’s updates. It is a great medium that lends itself to both one-to-one communications, as well as one-to-many communications. In the past six months, Twitter has gone from 600k accounts, to 2.9 million accounts.
“How can I/We use Twitter?”
The list below outlines 13 different functions that both individuals and organizations can use Twitter’s platform to accomplish:
1. Inquiry Response
2. Reputation Management
3. Promotion
4. Event Planning
5. Brand Equity
6. Marketing
7. Fundraising
8. Reminders
9. Emergency and Disaster Response
10. Provide information, news and tips
11. Research
12. Conversation Tracking through Hashtags (i.e. #WAD08, #healthcomm)
13. Social Networking
“Now what?”
“How do I connect?”
“Where can I learn more?”
In sum, just add meaning. This may seem easier said than done, so I want to help. What are your other Twitter questions? I can already think of a few (tools, metrics, etc.) Feel free to comment, and I will offer more in the comments. Finally, I too am on Twitter: @socialbttrfly. Feel free to follow, and I look forward to creating meaning together.
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