Social media works best when it’s integrated with traditional media relations efforts, such as news releases and news conferences. The inverse is also true. Which is why I love this example of social media informing media relations from the University of Toronto.
Social media managers need content … Schools and other nonprofit organizations need to connect with their constituencies in new ways … media outlets like TV stations and newspapers appreciate having content that represents their viewers. A strategy that produces news releases like the above example from the U of T accomplishes all of that and more.
Essentially, this is a retroactive user-submitted content campaign. Instead of promoting a contest and hoping that your community will snap pictures or shoot videos for you, the U of T went in after the fact and mined the stream of Instagram photos using the hashtag #UofT. The result was a number of beautiful images that represent campus life which can be used for media relations, student recruitment, donor relations …really, anything that requires a communication element.
Interested in developing a content strategy that leads to real online fundraising success? Connect with BWF’s Justin Ware by clicking here.