The Social Media Landscape for Connecting with Supporters

Posted on 24 May 2009. Filed under: General |

One of the main questions of my dissertations is “which Social Media services should non-profit organisations use to connect with its supporters”. There exist a vast amount of different social media sites and applications, providing different services and experiences. Not all are relevant to connect with supporters, and some are more relevant for certain organisations than for others depending on the organisation itself, i.e. the type of organisation and the kind of work it does, and its supporters.

In order to evaluate an organisation’s and compare it to other organisations an evaluation framework needs to be established, and a first step towards that is to categorise social media applications for connecting with supporters.

Already in 2007, Deborah Schultz has mapped the Social Media Ecosystem, focusing on the main services available. At the centre of this ecosystem are your own activities of how you can connect with your stakeholders. These activities can be within your own web presence, utilising existing social media services or through other channels.

Inspired by the Social Media Starfish, Brian Solis and Jesse Thomas have created the Conversation Prism to map Social Media.

Conversation Prism 2.0

Conversation Prism 2.0

They admit that their map is a only a snapshot and is in flux due to evolving services and channels emerging, fusing and dissipating, and indeed it already has undergone some interesting changes since its first inception. It is still a useful framework to categorise Social Media internet services. These are the 24 categories of the updated Conversation Prism:

  1. Social Bookmarks
  2. Comment and Reputation
  3. Crowdsourced Content
  4. Collaboration
  5. Blog Platforms
  6. Blogs/Conversations
  7. Blog Communities
  8. Micromedia
  9. Twitter Ecosystem
  10. Lifestreams
  11. SMS/Voice
  12. Forums
  13. Social Networks
  14. Interest and Curated Networks
  15. Reviews and Ratings
  16. Location
  17. Video
  18. Customer Service
  19. Documents/Content
  20. Events
  21. Music
  22. Wiki
  23. LiveCasting – Video and Audio
  24. Pictures

So, which categories are important to connect with supporters, and which services and applications within those are particularly useful? Particularly which interest and curated networks exist specifically for supporters of non-profit organisations or does your organisation participate in other niche networks or forums that are relevant to the kind of work you do?

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Social Media Marketing vs. Social Marketing

Posted on 7 May 2009. Filed under: General | Tags: , |

Social Marketing is not the same as Social Media Marketing, at least not in the world of academia. Wikipedia specifically highlights that Social Marketing should not be confused with Societal Marketing or Social Media Marketing. Yet, frequently blogs and writers covering Social Media Marketing refer to their area of expertise as “Social Marketing”. Similarly when searching for “Social Marketing” blogs, I find multiple blogs covering Social Media Marketing rather than Social Marketing issues. There is even an online journal that calls itself Social Marketing Journal yet it covers Social Media Marketing and their definition of Social Marketing is that of Social Media Marketing.

This issue is hardly new, Jackie Huba of the Church of Customer blog has written about this over a year ago and Nedra Weinreich at her Social Marketing blog Spare Change as early as 2006, and produced a nice side-by-side comparison.

So why do I bother?

First, I have a social marketing campaign assignment due next week and was searching for some additional inspirations but searching for anything “Social Marketing” (in quotes) returns lots of irrelevant search results.

Secondly, it’s important that we use the same language and definitions to avoid confusion and misunderstandings as Nedra points out in other posts.

Do you know of any good Social Marketing blogs?

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Welcome to Social Media Fundraising

Posted on 30 April 2009. Filed under: General |

I started this blog to follow my progress throughout my dissertation project.

The title of my dissertation is “Fundraising in the Social Web Universe“, and aims to explore the strategic use of the Social Web and Social Media applications by charities to connect with donors over the internet and raise funding.

The following objectives will be addressed:

  • To develop a framework to evaluate the extent of Web 2.0 adoption in charities;
  • To understand the strategic importance of Web 2.0 for charities in connecting with and raising contributions from individual donors;
  • To identify the success factors of utilising Web 2.0 applications.

On this blog, I will be discussing recent academic research into nonprofit marketing and online fundraising, charitable giving, and social media.

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    How charities can use social media applications to connect with their supporters


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