Between the 2012 U.S. election, Big Data, and online listening, data is the topic of the moment in nonprofits and business. Today, we take a look at "The State of Nonprofit Data" - a new report from NTEN and Idealware.
What if we were to tell you there’s a free method of connecting with over 500 million internet users, 140 million of whom live in the United States? With no cost other than your time, you can define your brand, gain customers, scope out your competitions’ leads and even perform market research.
Twitter is among the most powerful tools for growing and defining your brand. The micro-blogging platform has grown into an international wealth of user-generated content that could offer insight into what your clients really want or help you connect with industry thought-leaders.
We’ve compiled 10 of the most effective ways to get started on Twitter.
But metrics alone won't due any good unless you make sense of the data and create actionable insights. Too often we skip this part, going right to the tips (which are great and useful) but if you combine best practices with measurement you'll get even better results.
Here's an example. Using this article as a jumping off point, "The Five Tweets That Nonprofits Tweet That Get Retweeted The Most:
This post shares some observations about five different types of tweets that most often get retweeted by nonprofits. This analysis is based on looking at the Twitter stream, picking out the most Retweeted Tweets, and doing a content analysis
However, at least 10 times a day I go to my “Home” view and scan through hundreds of tweets hoping to find new nonprofits to retweet or list, but the honest truth is that the majority of tweets (from those 120,000+ nonprofits) in my “Home” view are un-retweetable. They are loaded with marketing pitches and often have punctuation and grammar errors, messy formatting, and one too many hashtags. These are the characteristics of tweets that I know my followers have no interest in seeing me retweet. I know because I study which tweets get retweeted – and which don’t.
Here they are:
1) Powerful stats that speak to your mission and programs 2) Quotes that inspire social good.
3) Well-formatted, easy to read factual tweets.
4) Position statements spoken with clarity and conviction.
5) Tweets that tap into the #BreakingNews cycle
So before you go wild .. think about how you might test some of these assumptions with your audience to see if they reasonate. Perhaps as you are composing your brand tweets for the week, you can identify types and compare to others. See if it works with you and rinse and repeat.
This is a great piece by Heidi Cohen on why your marketing needs content curation and 12 attributes of a successful curation strategy. This is one of the best articles I've seen on this topic in a very long time.
As I said, I've seen many pieces on curation but if you're like me, everytime I read about this, I always find something new or am reminded of ways I can polish what I'm doing.
Here are some of the highlights.........
Why Your Marketing Needs Content Curation
At its core, content curation is like a great editor or blogger who brings his unique taste and understanding of his target audience to his selection of the best content for his readers.
**He provides context for the content so that it's more than a collection of information
3 Reasons your content marketing strategy needs content curation:
1. Offering your audience a combination of original and third party content provides a branded context for your work
2. Curating other people's content positions you and/or your organization as a tastemaker in your field
3. Creating sufficient content is a marketing and business challenge
12 Attributes of a successful content curation strategy:
Here are a few things that caught my attention:
*Has defined measurable goals
As part of your content marketing strategy and by extension
your marketing plan, content curation needs objectives that
are associated with your business.
**Targets a specific audience
. *Content curation like other forms of content marketing requires
understanding your readers' marketing persona
** Involves a community
*As with any social media or content marketing, your
audience should be at the heart of your content efforts.
**Clay Shirky says it best:
"Curation comes up when people
realize that it isn't just about information seeking, it's also
about synchronizing a community"
Selected and reviewed by Jan Gordon covering "Curation, Social Business and Beyond"
A detailed look at the anatomical changes coming soon to your LinkedIn Company Page.
This is a wonderful example of a "Give to Get" strategy. HubSpot has put together a comprehensive tutorial on how to set up the upcoming Linked-In company page. They even have a free 32page Guide to download. This is important for two reasons:
1. Both commercial and non-profit organizations should take advantage of the power of Linked-In which we have discussed before.
2. They provide this valueable information free, no strings. This "Give to Get" strategy establishes value for HubSpot, positions them as experts, and starts a conversation that is built on mutual trust. Very powerful in-bound marketing, which is HubSpots core business.
Content curation is not just simply slap dash sharing. There are the nuances of techniques - the shifting, shorting, filtering, summarizing. What what if anything is it aligned with?
Is it helping you create a presentation for a work/professional goal?
Is it helping generate content as part of your content strategy?
Is it helping you build your professional expertise or network?
Content curation - and content creation need to be aligned with a strategic purpose.
"Have you been smart about reuse and leverage of marketing assets including content? Not a series of one off creations in response to an opportunity that stray off in entirely new directions from the core brand storyline."
Ephraim Gopin has put together a fabulous follow-up to his"first 50 people to follow on Twitter," focusing on nonprofit twitterers. I know many of them, and concur that they are wonderful tweeps to follow, know, and chat with on Twitter.