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Posts Tagged ‘Instagram’

3 Ways Social Media Is Hurting Your Organization

Wednesday, September 13th, 2017

Picture this—a small organization is looking for new ways to gain public awareness; people keep telling them they need to implement social media, but that’s all they know. So, they make accounts, and then abandon them due to lack of understanding or time.

This is a common tale, as many clubs, organizations, small businesses, and non-profits are looking for new ways to expand with a small budget, but they only hear the advice “get more social media,” without any further explanation. What does that mean?

  1. Just Having The Account Isn’t Enough

Creating a Facebook, Instagram, Twitter, or other social media account is great, but if you don’t post or don’t post often, you would be better off without them. An account that is never used makes an organization look like it’s inactive and will not attract new awareness or involvement.

It’s important to be strategic about which platforms you select. If you have a limited amount of time to devote to your social media presence, select platforms that will best showcase your organization. For example, if your non-profit could be best featured visually, then choose a platform that is picture based, like Instagram, instead of posting ‘occasionally’ on multiple platforms that are ineffective.

  1. Forgetting Your Core Members

Social media can be a great way to reach new people or those currently involved in your organization, but don’t abandon your old channels of communication in hopes that social media will do everything for you.

There will be some members of your organization that will never get a Facebook or Twitter, but are tireless volunteers that read your mailed newsletter every month. Don’t forget about them!

  1. Stop Selling

Just as no one likes someone who only talks about themselves, no one likes an organization that only talks about themselves either. Although an organization wants social media to promote and spread awareness, they must think beyond advertisements.

Think of your social media presence like you’re building a new friendship. Be intentional about making small talk with your followers, finding common interests, and showing them that you care about their interests. Engage with them using interesting content, instead of selling them the same product.


Friday, June 19th, 2015

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A walk in the park is sure to be peaceful with this dignified dog. 

Shot by Tony Savicki on an iPhone with an Instagram filter.

Piping Cookies.

Friday, June 12th, 2015

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Not the edible kind, but still decorates and creates a border to stop the flow.

Shot by Tony Savicki on an iPhone with an Instagram filter.

Crystal Clear.

Friday, June 5th, 2015

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A bold and beautiful statement to light up the room. Shot by Tony Savicki on an iPhone with an Instagram filter.

Making Social Work

Wednesday, May 28th, 2014

Marketers are investing an incredible amount of time and resources in attempt to master social media. Platforms such as Facebook, Pinterest, Twitter, and Instagram are not only household names, but top tier companies that have become an integral part in the lives of billions. Brands don’t want to miss out – but making sure they’re doing what’s right is easier said than done.

Marketers are using social media in unprecedented ways to connect companies in both business-to-business and business-to-consumer scenarios. Facebook is the most popular platform, with nearly 97% of marketers having a presence, followed by Twitter, YouTube, and LinkedIn. The catch: Less than half of marketers believe that Facebook is effective, as reported in the 6th annual Social Media Marketing Industry Report. Despite almost 100% of marketers using Facebook, only 34% think their posts are actually of value. This extreme disparity should not ward brands off social media. On the contrary, social media becomes that much more valuable for the brands associated with marketers who are in support of Facebook. Marketers who see the value in Facebook posting, are the ones implementing the right tactics. Their expertise, passion, and insight leverages Facebook in the best context for brands. In fact, the most successful social media ad campaigns have inseparable ties to Facebook – some occurring just weeks ago.

In addition to Facebook, brand marketers are exploring and incorporating strategies to best utilize the other social media platforms. Facebook’s recent acquisition, Instagram, is one of the platforms marketers are leveraging. Patagonia and Warby Parker are two brands having particular success engaging with customers on Instagram. Jim Squires Instagram’s Director/Market Operations explains, Patagonia focuses on lifestyle rather than uploading product images. Warby Parker has played into popular Instagram techniques and hashtags. Most importantly, Squires says the brands doing well are focusing on the foundation of their brand and fitting that into the social community.

Whereas Instagram works well for business-to-consumer relations, Deloitte has re-envisioned Twitter to make the platform work best for their business-to-business intentions. Deloitte created an employee-run Twitter account, @LifeAtDeloitte. Every week, a different Deloitte professional assumes responsibility for the Twitter account to share their stories and workplace experiences. Diversifying the @LifeAtDeloitte voice, followers can hear from everyone including first-year auditors to consultants, new hires, to senior leaders. Deloitte Senior Manager of Employer Brand, Lisa Monarski, has noted that this has had a positive effect on the brand and interest in the account continues to grow, with a 46% increase in followers in the past year alone.

Social media is an exciting, although complicated tool to understand and use effectively.  It’s important to utilize the available platforms in a way that best represents the brands and attracts the right target audience. At the end of the day, make sure you have the right marketing team advocating for the best interest in your brand and its potential. The brands that have achieved social media success have done so in due credit to innovative, creative, and well-practiced social media experts. The marketing team focuses on generating engagement and building awareness, but, more than anything advocate on behalf of the brand to make it both accessible and inviting. And that is the true merit of social media.