The one question that keeps you relevant & focused
Posted in Social Media on 6:55 am
Starting with ‘why’ will keep your organization’s communications focused & relevant.
Whenever someone hears that I advise nonprofits & foundations on social media and communications I’m greeted with, “hey, can I ask you a question?” I don’t mind at all, because I love to share what I know (as you’ve probably guessed, loyal blog reader).
Here’s a sampling of some recent questions:
What should I be posting on social media?
What could I do differently on Twitter?
Do I have to start a blog?
And I always turn around and ask them – why?
Why are you on social media?
Why are you using Twitter?
Why are you considering blogging?
I know people are eager for a very concrete answer (e.g., photos, listening and very likely) but none of that advice matters until I know why you’re using these tools and what you’re trying to accomplish.
Asking yourself and your team ‘why’ on a regular basis will keep you relevant & focused. Someone wants to add Pinterest to the mix. Why? Hey there’s this great photo of our Executive Director, should we share it? Why? It’s time to send out that same annual appeal we always send. Why?
Why isn’t a challenging question, but rather a clarifying one. If your answer to the Pinterest query is, “because it’s so popular & everyone is talking about it” then the answer might be, “no, we shouldn’t use what little resources we have on Pinterest.” But if the answer is, “because we’ve got all these great visual ways to tell our organization’s story and we also want to reach out to women in their 40’s” then you’re onto something.
Start with why, get clear on that and then move on to how, what and who.
I’m not the only one that starts with ‘why’. Check out:
Avoid Being a Tactic Zombie by Asking Why
By Zan McColloch-Lussier, DJ & Idea Generator at Mixtape Communications. Let’s chat about this on Twitter: @zanarama.
