Social Media Minute: Social Media 101

Last week's Social Media Minute asked "Why All the Fuss About Social Media?" This week, I delve a little into the mechanics of getting started in the world of social media. Social media can either excite you or terrify you. If you are like most professionals, it's somewhere in the middle. Not to mention the fact that it can be about as overwhelming as trying to navigate the Los Angeles interstate system during rush hour.

However, it doesn't have to be terribly overwhelming or complex. There are a couple of key tips to keep in mind, whether you are a novice or veteran:

Strategy vs. Tactic. Social media shouldn't replace what you are doing in your regular communications, it should enhance it. Tools like Facebook, blogs, Twitter and other platforms are tactics, not strategies. If you look at social media as part of your communications strategy, it becomes less overwhelming as you focus on what is most relevant.
Know your audience. Not all social media tools are the same. Nor are the people using them. Know the tools' unique features and the unique characteristics of their audiences. It all goes back to knowing your audience and knowing where they are most likely to converge (and converse) online.
Utilize multiple media types. Take advantage of the fact that social media platforms, communities and tools allow video, photos, updates and blogs or notes. Utilize multiple media types to create an engaging experience. Social media allows for a multi-dimensional feel and quickly and inexpensively add a richness beyond just the written word.
Quality vs. quantity. There are thousands of platforms, communities and tools available. Don't get overwhelmed. Rather, focus your efforts on those that most specifically cater to the demo- and psychographics of your core supporters. Then, empower them to share your campaign in the world beyond.
Produce and share compelling content. Social media tools create opportunities for conversation. Produce and share content that inspires people to think, feel - and respond. Seek to inspire your audience to share and discuss. When you captivate and engage them, your campaign will come to life.
Invest time and build relationships. At its very core, social media encourages people to discuss and share. It takes time to build relationships, but in the end, developing relationships will improve the ability of your fundraising campaign to grow well beyond your core supporters.
Think individual vs. collective. Be specific. The most successful social media fundraising campaigns are constructed to appeal to the individual. Tailor your message to appeal to the individual supporter, much as you would if sitting down with an individual customer or prospect.
Encourage evangelism. Make it easy - and compelling - for your supporters to become evangelists for your cause. Give them the tools, and inspiration, to easily share your content, messages and results with their own networks.

If you are just starting a social media campaign, start small. Have a small goal, a small target and a good idea of what has worked for other organizations in the past. Lastly, don't be afraid to fail. Sometimes, in the world of highly targeted marketing, the key to success lies in understanding what went wrong the first (or second) time. Of course, be sure to keep your supporters up-to-date and enlist their feedback. Chances are, one of them is the social media guru that you've always wished you were.

Sara Brueck Nichols is the Director of New Media Communications for Operation Kids, where she develops strategic marketing, messaging and social media campaigns for OK and its nonprofit partners. She loves food and warm weather and can be found on Twitter @sarabanut.