The internet, specifically social media, is a bit bitter sweet. On the one hand, the internet allows for more speech than has ever existed before. On the other hand, some of that speech is toxic, polarizing, and harmful. While a noteworthy debate, who should and should not have a voice on the internet is not the discussion. The discussion is this: Does the internet need YOUR voice?
The overarching answer is: yes, of course. Your voice is unique and your perspective is a key reason your organization exists and people support it. So, if the internet does need your voice, then what should that voice be?
And that is the question everyone should be asking and I don’t think anyone is.
Of course we talk to clients about brand tone, etc., but the internet demands authenticity! So, how does one take an organizational tone and turn that into an authentic voice that people on the internet will follow, respect, and listen to?
Let’s start at the potential objectives:
Objective 01: You want to change minds and influence people.
Objective 02: You want to rally your community.
Objective 03: You want to educate.
A voice on the internet is trying to do one of these three things… actually, you are probably trying to do all three, but if you look at your data honestly you are accomplishing only one. Can you accomplish more than one voice? Yes, but strategically that is more detailed than we have time for in a blog (you could, however, reach out to me at GetResults@himandher.digital and get the answer).
So, let’s break down each objective and I will explain how that voice is achieved (and it might give you a head’s up on where you are going wrong).
You Want To Change Minds And Influence People
This exists as your Programs. This is your culture change element; find your mushy or uncaring audience and deliver a message or campaign that will change their mind — total mission-focused messaging. Of course, this is organizationally dependent, but there is an example: Say you want to reach younger audiences and so you start posting on Facebook. Well, this doesn’t work. The audience on Facebook is much older. Focus on Instagram, Snapchat, and TikTok. Facebook should focus elsewhere, which brings us to the second objective…
You Want To Rally Your Community
So, using our example of reaching younger audiences… do you think they will fund your effort? Statistically the answer is No. Who will? Older audiences, and those audiences can be found and targeted on Facebook. So, will posting the same content on every platform work for you? No, that fails to be strategic and only serves one audience. BUT, if you post donor related content on Facebook, and campaign related content on Instagram, etc. now you are starting to build a social strategy.
You Want To Educate
Education is a little different. First, are you trying to educate the mushy middle or supportive audiences? That makes a difference as to where you will target them. Second, do you want to have a dialogue or just put something in front of the audience? If you want to put something in front of them, then find where they are in your social strategy and post… done. If you want to have a continued dialogue, then it becomes a funnel process for the education to happen. Find your audience, drive traffic to collect data, and then engage over and over again.
The point is this: the Internet needs your voice, but how you use it and where is the difference between wasting your time and being successful.