Social media is such a buzz word these days and it’s all a bit silly. Most organizations, businesses, charities (and let’s face it, people) seem to join Twitter specifically because they’ve been told to. They probably attended some seminar or read some article that told them it would be the only way to keep up with their ever-evolving sector. They have such friendly automated thank yous and #FFs going out, 100s of followers and love that retweet button (especially when the tweet contains their own name). It’s so tragically rare though, to watch someone actually do it right.
One of my chosen charities is situated half-way across the world, doing local work in a country I’ve never seen, and run by people I’ve never met. And I love them because of who they are on Twitter.
I began following the Scottish animal welfare charity OneKind about four months ago after a recommendation from Claire Kerr. Immediately after I typed @onekindtweet, I was followed and actively engaged by employees Stuart and Martin. They weren’t just spamming me with links to donate or info about their charity. They asked questions about me, related to posts I’d made, and drew me in with interest; to be honest, it was like a really great first date. Because I could tell it wasn’t all an act. Your followers aren’t stupid. It’s obvious when an action is genuine, even through the computer screen.
The relationship that has developed since can be described as nothing less than friendship. I’ve never felt friends with a charity before. In fact, I’ve barely been stewarded by one at all. I’ve yet to ever meet the brains behind OneKind but I have no doubt that when I do (and I will), we’ll sit down over a drink or two and have a great chat.
The way these guys use Twitter is genuine, honest, caring and most importantly, relatable. They strike that absolute perfect balance between promoting their charity and having real conversations with real people. The impression that this gives an outsider, is that OneKind is full of people who live the cause. I feel like I can trust them, not only with my money but with the responsibility of making positive change.
Recently, I’ve connected with two more from the OneKind team, Catherine and John, both wonderful as well. That makes five active accounts, engaging me every day. How many organizations can you say that about? Someday soon, I’d like to add ‘engaging on Twitter’ to my list of daily, work-related responsibilities. I know that I will use it as a tool to add value to whatever company is clever enough to hire me, because I’ve watched and learned from the best.
They’ve taught me that you can be yourself on Twitter and still be ‘professional’. Professional doesn’t have to mean dry, in fact, it never should. I’m not a major donor to their organization. Besides a recent small sponsorship, I’m not a donor at all. I’m simply someone who thinks their goals are important. And that’s enough for them to make me feel like part of their team.
Not all of you will have these same goals and feel as connected to OneKind as I do. But if more charities took this human approach to their social media platforms, my guess is that we’d all start feeling a little more connected to our favourite causes.
If you want to be heard, start by listening.
“If you want to be heard, start by listening.”
Awesome advice Margaux, and I hope some of the larger charities start listening to this advice too.
Well thought out post which shows that if you actually use social media socially, rather than as a means of broadcast, your non-profit can reach a global audience of supporters – no matter where you’re based.
Margaux, you might be interested in the presentation Martin Keane of OneKind gave at the first #BeGoodBeSocial – http://begoodbesocial.org.uk/2010/10/28/presentations-photos-and-the-livestream-available-now/
I wanted to leave a comment here Margaux, what a supremely touching blog post. I was truly honoured to be mentioned here.
I am glad that you recognise just how organic our approach is, we simply treat our social media fans/followers/ friends as people. My aim is to ensure that everybody feels part of the movement we are attempting to build. We do see you all as friends too.
As for sharing a drink and a chat, I can’t wait to meet in person. You really understand what it is we are doing here and I can’t thank you enough for your support.
That sound bite “if you want to be heard, start by listening” is stunning, just absolutely stunning. It made me feel all tingly as I picked up your post in a crowded conference lunch hall…I just said “Yes!” (a few stares followed). However, it had to be done, it is so simple and yet so brilliant. You’ve made us all very happy with this lovely post.
M
Wow- what a great post. And so true.
Martin gets it just right. Something that all of us charity social media types can aspire to.
I’ve had a similar experience with the guys at Onekind. I can honestly say that they deliver the most engaging social media presence of any charity I’ve ever interacted with.
I also hope that one day I sit down for a few beers with them and put the world to rights!