publication date: Aug 20, 2012
author/source: Leanne Hitchcock
Now that you're taking or considering the
Twitter plunge, what are the pitfalls to watch for? Charity eNews
advice of Lara Veltkamp
, founder of Watershed Marketing Group Inc.
, a small
business strategic marketing and consulting firm. (Read her tips for Twitter
Contact Lara Veltkamp at www.watershedmarketing.com, 905-726-8399; follow her on Twitter
@WatershedMktg; read her blog at watershedmarketinggroup.wordpress.com.
be sporadic. Keep a regular tweet schedule but allow some spontaneity. If you
don't post regularly you risk losing your followers.
use Twitter just to "be there." Make sure you know your donors, volunteers, and
sponsors are already on Twitter. If you are trying to help those stakeholders
get on Twitter, run your messages and information on other outlets as well.
Some people like Facebook, phone, or direct mail, so use more than one medium.
pitch all the time. Instead, provide information and items of interest. Followers
and donors don't want to be solicited continually. That's where the 6:1 ratio
comes in - giving first, serving first.
post without a strategy. Use a social media editorial calendar to make sure
there is a reason behind what you are doing.
give up control of your social media accounts, especially Twitter, to someone
who is not part of your organization. Whether you use a staff person or
volunteer as your social media lead, you must have a clear message and guidelines about what the person can and
ever be negative in your messaging.