Beruflich Dokumente
Kultur Dokumente
Table of Contents
Page Number
Content
Executive Summary
Introduction
5-7
8-10
11-14
Instagram
Twitter
13-14
Conclusion
15
References
Facebook
Leading social network in the U.S. with over 1 billion users
Instagram
Newer form of social media that allows users to post photos and
captions
Displayed pictures can be used to show experiences, or to
market and advertise.
Strategies on how to professionally efficiently use Instagram
Case Study: Ben & Jerrys, Mercedes-Benz, and Levis
Twitter
Popular social media platform that allows one to post within 140
characters
Allows for connections to be formed and facilitates
communication with followers and fellow organizations
Allows the CCP to efficiently get messages across in 140
characters or less
Strategies on how to professionally and efficiently use Twitter:
reaching out to people, keeping the flame alive and stepping up to
action
Case Study: Charity: Water
Introduction
It is very exciting to hear that the Caregiver Coach Program has recently
been approved to use social media. The utilization of social media will
enhance and benefit the Caregiver Coach Program (CCP) greatly. As we
know, the CCP has provided numerous caregivers and seniors with the
Since the Caregiver Coach Program has not used Facebook before, there are
matters that need attention, which help CCP staff use Facebook effectively.
We will provide some effective tips to achieve the CCPs goal successfully. In
addition to Facebook, are two of the most popular social media now. In order
to maximize the benefit for the CCP, we also recommend these two social
media sites as potential tools to achieve the CCPs goal in our report. We will
introduce them and discuss how to use them effectively.
We hope our recommendation report can help the Caregiver Coach Program
function well. We believe this program will be more appealing to La Crosse
County through social media and and potentially reach citizens who may
benefit from the CCP's services
Facebook
What is Facebook?
Facebook was originally designed as just a place to chat with friends and
meet new people, but over the years it has transformed into something
much bigger. Businesses, large and small, as well as nonprofits are utilizing
Facebook to create and promote brand awareness. Currently, Facebook has
more than 1 billion users, 25 million of which are small businesses and
nonprofits (Pew Research Center, 2014). Facebook allows users to create
profiles, upload photos and video, send messages, and display information in
posts. These features would allow the Caregiver Coach Program (CCP) to
accomplish so much in terms of advertising and marketing for their program.
Facebook would allow the CCP to create a page that displayed information
about their program including items like their purpose, mission statement,
contact information, and hours of business. Beyond that Facebook would also
provide a platform that allowed the CCP to directly engage with users.
Through posted Facebook statuses and photos the CCP could keep the public
Additionally, the CCP can utilize Facebook to reach out to local community
members for both volunteering and fundraising purposes. The CCP can
attract volunteers by posting photos and videos of past volunteers, their
stories, and past volunteer events. This way people can see what to expect
when volunteering with the CCP and get excited about future events and
helping out. This is more encouraging than simply posting a message asking
for volunteers. The CCP can also help fundraising efforts by using Facebook.
According to a recent research study conducted by Nonprofit Engage, using
social networking sites like Facebook on average increased fundraising
results by up to 40% (2011).
Overall, the Caregiver Coach Program could benefit greatly from using
Facebook much like UNICEF has.
Instagram
What is Instagram?
Sometimes seeing statuses gets old for the reader. While Facebook allows
one to post photos, it can become hard to switch the mind between looking
at photos and looking at status updates. Instagram allows one to look
through only pictures, and still get an obvious message of what the user is
trying to convey.
Instagram is one of the newer forms of social media, and all of the postings
are comprised of pictures. One can use these pictures to show experiences,
or to market and advertise. The CCP could use Instagram for both of these
purposes if allowed future access to this social media platform. While
Instagram is mainly just a collection of pictures, there are captions that can
be used to describe more of what the picture is about. Within the captions
one can also use hashtags. So a La Crosse Caregiver Coach Program hashtag
could be used to increase the CCPs web presence.
Since the program already been approved to have Facebook, that can be
used to help initially advertise for the new Instagram page to get more
followers. No matter the number of followers, the program could start to post
pictures of their event days, or even take pictures of posters that have been
made for advertising. This way when people come to follow the account, they
will already have an idea of what they will be seeing in the future from the
program on Instagram.
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customers using company products. While the CCP doesnt have specific
products, they could feature clients using their services, with their given
consent to do so. The next strategy is to take the CCPs followers behind the
scenes. This could include posting a picture of setting up for an event, or
even a picture of office workers smiling as they are going about their daily
tasks. The next strategy is to host contests and prizes. This is where using a
hashtag really comes into play. A hypothetical example would be to say that
there could be a contest to see which support group could come up with the
most creative group photo. Users would then post their support group photo
to their personal Instagram account with an example hashtag being
#CaregiverSupportGroupsLaCrosseWI. A couple other hashtag examples
could be #CCPLAX or #LaCrosseCCP. This way the users that follow people
who use the CCP (and dont use the CCP themselves) are made more aware
of what the CCP offers. The CCP Instagram account manager could then click
on that hashtag and see all the photos that used that hashtag, and pick the
winner from there and post it to the CCP Instagram page. Fast Company also
gives more examples such as mimicking your fans, promoting new products,
and how to better use hashtags. The first three examples given though
would be the most useful to the CCP.
Before posting a photo with CCP members in it, it is important to get consent
from them prior to posting the photos. This could be as simple as verbally
asking, or could be more formal and could be in the form of a written
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A picture is worth a thousand words, so instead of taking the time to type out
those thousand words, one might as well post and intriguing photo on
Instagram instead.
Twitter
What is Twitter?
Twitter is a social networking site that allows one to post messages within
140 characters with pictures or videos. Twitter has quickly become a popular
social media platform in our lives. According to the study Information,
Community, and Action: How Nonprofit Organizations Use Social Media
(Lovejoy and Saxton, 2012), the authors state that 73 of the 100
organizations were found to have Twitter accounts (p. 340). Clearly, Twitter
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Another benefit of using Twitter is the fact that the messages are efficient
and short. With a short message, people can quickly get an idea of what the
CCP is and be drawn to get more information. There are three ways to do
this: reaching out to people, keeping the flame alive, and stepping up to
action.
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The first step is reaching out to people. Advertising: the internet, TV, or an
advertising board can encourage people to get engaged with CCPs Twitter
account. Using a hashtag is also a good way at this stage. As Guo and Saxton
(2014) said in their study, hashtags thus facilitate information dissemination
by categorizing messages around specific topics; organizations can use
hashtags to find tweets on the same topic or help others find their tweets
(p. 71). CCPs staff can hashtag some key words of their program to reach
larger audiences. (e.g. #caregiving, #caregiver, # support, etc.) People who
are interested in those topics will easily find information from those hashtags
and will most likely get engaged with the CCP.
The second is to keep the flame alive. Guo and Saxon (2014) explain that
this second stage involves deepening and building emergent ties (p.71)
and advocacy at this stage is mainly a relational practice (P.71). At this
step, the CCPs staff can create messages directly to its followers through
Twitter. For example, targeting or hashtagging the La Crosse community in
the CCPs tweets as dialogues increases their interaction. Thus, it will show
the care to the residents and the communitys and CCPs goals will be
achieved. For example, the CCPs staff can post a tweet like: Are you a
#Caregiver? Caregiver Coach can help you!
The third step is step up to action. According to Guo and Saxon (2014), at
this stage, advocacy is mainly a mobilizational practice, with organizations
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tweets being used to facilitate public events, direct action, and grassroots
lobbying (73). Since the CCP is aimed to help caregivers solve their
problems and connect them to the support service, they might need to call
people to join their program. Using hashtags to get engaged with diverse
users related to caregivers or providing hyperlinks, such as a link to the CCP
flyer can make an effective call-for-action tweet. The CCP can also tweet
about donation opportunities. If possible, providing pictures or videos can be
even more persuasive.However, it is important to obtain permission from the
photo subjects prior to posting image online.
On Twitters official website, the Twitter team analyzed how this charity
made their goal successfully. They says:
Many of their tweets feature link to sites where followers can donate,
with photos that emphasize the personal nature of their cause. They
also personalize their Tweets with beautiful and iconic pictures of the
work they do to bring clean water to remote areas. A photo of the day
reminds their followers of the charitys important goals. Most
importantly, charity: water personalizes the Twitter experience for their
followers. Finally, a thank-you to their followers, who are instrumental
in meeting the organizations goals and bringing clean drinking water
to the people. (Twitter, 2015)
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Conclusion
Over time social media has shifted from people making individual
connections with each other, to businesses being able to connect with their
consumers. It has become a new form of advertising and outreach to keep
customers coming back, and to gain new ones. The CCP now has the ability
to do the same. With the use of Facebook and other potential social media
platforms, the CCP can now give their clients updates about their programs,
and encourage new clients to join them. There are professional guidelines to
follow when posting to Facebook and other social media platforms, and these
guidelines have been provided to the employees of the CCP. If there is more
confusion or questions about how to professionally use Facebook in the
future, there are many useful pages that can be found through a Google
search, or all of our emails have been provided for personal contacting.
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References
Duggan, M., Ellison, N., Lampe, C., Lenahrt, A., & Madden, M. (2014). Social
Media Update 2014. Pew Research Center. Retrieved from:
http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Gillett, R. (n.d.). How the Most Successful Brands Dominate Instagram, and
You Can Too.
http://www.fastcompany.com/3029395/bottom-line/how-the-mostsuccessful-brands-dominate-instagram-and-you-can-too.
Guo, C., Saxton, D, G. (2014). Tweeting Social Change: How Social Media Are
Changing Nonprofit Advocacy. Nonprofit and Voluntary Sector Quarterly,
vol.43, no.157-79. doi:10.1177/0899764012471585
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