Guest post by Mike Cassidy, a non-profit Senior Executive Director specializing in membership development, engagement and retention. His ramblings can be found at www.membershipjedi.com
This post is a compilation of ideas born out of Jay’s post “Why You’re the Key to Social Media Success” in which he succinctly describes one of the biggest obstacles facing organization’s pursuit of social media effectiveness – corporate culture.
A Google search of the phrase “social media ROI” provides 694,000 results (at least at this writing). I believe I have tried almost every type of measurement and metric to alter the mindset of CEOs and leaders. In my exuberance and passion for social media and the impact it can have on non-profit organizations I lost sight of what was important. What matters to the CEO is her/his vision – no more and no less. In serving in the capacity of a consultant, colleague or employee, it is not my role to try and change that vision, it’s to execute that vision and make it reality.
Embracing social media should not mean organizational change, it should change the organization. I now take the organization’s current strategic plan, CEO’s vision, mission statement and make those the metrics of a social media strategy. If a non-profit has a strategic objective to “further engage current donors”, with 600 million people on Facebook it is a sure bet that some of them have a profile. No new metrics, measures or key indicators – we have simply created an additional platform from which to further engage stakeholders in our work and achieve existing goals.
Social media exists and organizations are in it whether they choose to be or not. For non-profits, we are seeing a shift – not only are we working to find donors/members, they are finding us…through social media. It is a slow moving shift, however it is a juggernaut and unstoppable. I recently heard a poignant expression, “you are your Google results”. Truer words could not be spoken and your results may be reflecting a message that is contrary to your organization’s mission and self-image. Those results will not change without a concerted effort to engage in social media. Throughout life it drives us crazy when people talk about us when we’re not around – here we have an opportunity to be present. Why ignore it?
Leaders may believe that if they don’t play, they cannot lose. Losing in social media can be akin to the experiences of companies like Kraft, Nestle, and BP in the social media realm. At the very least those companies are engaged in the conversation and have a strong awareness of the perceptions of their brand. On occasion, each has even taken action related to the “conversations”. As a leader, I prefer to have as many listening posts as possible in regard to my organization and those I serve and hope to serve.
We Are Not Alone
Serving as the organization’s advocate for adopting social media can be a test of passion and commitment. With the low/no cost of entry, it does cost time – your time. Personally, I have had to serve in the positions of jester, leper, and pariah in my efforts to have others adopt social media strategies. I have relied on my own white knights like Jay and his peer group to weather resistance and overcome barriers (real and perceived). There is no question social media does an organization good, just persevere and know there is a vibrant community there to support your work.
Social Media is the Servant of Strategy, Not the Master: Guest post by Mike Cassidy, a non-profit Senior Executive… http://bit.ly/d8Xiep
RT @jaybaer: Social Media is the Servant of Strategy, Not the Master: Guest post by Mike Cassidy, a non-… http://bit.ly/ceURvW #marketing
Social Media is the Servant of Strategy, Not the Master http://tinyurl.com/36xfa7p
Social Media is the Servant of Strategy, Not the Master: Guest post by Mike Cassidy, a non-profit Senior Executive… http://bit.ly/cUk6Cc
RT @jaybaer Social Media is the Servant of Strategy, Not the Master http://bit.ly/9MERyj #SMM
RT @jaybaer Social Media is the Servant of Strategy, Not the Master http://bit.ly/9MERyj #SMM
C&C Blog Post – Social Media is the Servant of Strategy, Not the Master http://bit.ly/byrZML RT Please
Social Media is the Servant of Strategy, Not the Master http://bit.ly/cUk6Cc #ConvinceandConvert
Social Media is the Servant of Strategy, Not the Master http://bit.ly/cUk6Cc
Social Media is the Servant of Strategy, Not the Master http://bit.ly/ckvoVj #socialmedia #smm
Social Media is the Servant of Strategy, Not the Master http://bit.ly/cUk6Cc
Social Media is the Servant of Strategy, Not the Master http://bit.ly/cUk6Cc
Jay Baer Blog: Social Media is the Servant of Strategy, Not the Master http://bit.ly/b4zSc3 Full http://bit.ly/dq8jtT
Social Media is the Servant of Strategy, Not the Master http://bit.ly/cQjd48
#mktg Social Media is the Servant of Strategy, Not the Master http://ht.ly/187XQn
#mktg Social Media is the Servant of Strategy, Not the Master http://ht.ly/187XQm
RT @claudiovaccaro: Social Media is the Servant of Strategy, Not the Master http://bit.ly/cUk6Cc
Social Biz: Social Media is the Servant of Strategy, Not the Master http://ow.ly/187Xpk
Social Media is the Servant of Strategy, Not the Master – Guest post by Mike Cassidy, a non-profit Senior Executive … http://ow.ly/187Xom
Social Media is the Servant of Strategy, Not the Master – Guest post by Mike Cassidy, a non-profit Senior Executive … http://ow.ly/187WPU
RT @claudiovaccaro: Social Media is the Servant of Strategy, Not the Master http://bit.ly/cUk6Cc
RT @claudiovaccaro: Social Media is the Servant of Strategy, Not the Master http://bit.ly/cUk6Cc
RT @jaybaer: Social Media is the Servant of Strategy, Not the Master http://bit.ly/bGfi58
Social Media is the Servant of Strategy, Not the Master http://bit.ly/duY4vv
Social Media is the Servant of Strategy, Not the Master: Guest post by Mike Cassidy, a non-profit Senior Executive… http://bit.ly/cUk6Cc
Social Media is the Servant of Strategy, Not the Master: Guest post by Mike Cassidy, a non-profit Senior Executive… http://bit.ly/cUk6Cc
Social Media is the Servant of Strategy, Not the Master: Guest post by Mike Cassidy, a non-profit Senior Executive… http://bit.ly/cUk6Cc
Social Media is the Servant of Strategy, Not the Master: Guest post by Mike Cassidy, a non-profit Senior Executive… http://bit.ly/cUk6Cc
Social Media is the Servant of Strategy, Not the Master http://bit.ly/duY4vv
Social Media is the Servant of Strategy, Not the Master http://bit.ly/btnHYs
RT @mostash: Social Media is the Servant of Strategy, Not the Master http://bit.ly/cUk6Cc
http://cot.ag/cfqaFZ ^PK 'Social Media is the Servant of Strategy, Not the Master,' by Mike Cassidy. Great points on CEO vision and social
Well said. Putting social media in the context of the strategy and business outcomes is absolutely essential to increasing uptake. The best way to beat resistance to new tools is to use them and show impact. Thanks, Mike!
Embracing social media should not mean organizational change, it should change the organization http://bit.ly/cJ6dXr
Spoken like a gentleman and a scholar, Mike. It has been said that perception is reality and that is true not only for people, but for organizations as well. The change has come from how people create their perceptions. Years ago, they were created over time through news stories and ad placements and customer activity. Now, Google creates perceptions and it is our job to engage the communities and instill what perceptions we want seen.
I love your idea of leaders thinking if they don't play, they can't lose, but as you point out, when you don't play, you pretty much always lose.
Great post.
Social Media is the Servant of Strategy, Not the Master http://ow.ly/1882cg
Social Media is the Servant of Strategy, Not the Master http://j.mp/906sFX
RT @DavidFinch: Social Media is the Servant of Strategy, Not the Master http://ow.ly/1882cg
Social Media is the Servant of Strategy Not the Master http://bit.ly/cWpVeC
Social Media is the Servant of Strategy Not the Master http://ht.ly/2bfaM
“@virtuosimedia: Social Media is the Servant of Strategy, Not the Master http://bit.ly/bU7Slj” Great insights!
“@virtuosimedia: Social Media is the Servant of Strategy, Not the Master http://bit.ly/bU7Slj” Great insights!
"Embracing social media should not mean organizational change, it should change the organization." /by Mike Cassidy http://bit.ly/bACX2e
RT @smallbiztwit: Social Media is the Servant of Strategy Not the Master http://ht.ly/2bfaM
Social Media is the Servant of Strategy, Not the Master http://j.mp/9mXlbg
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Social Media is the Servant of Strategy, Not the Master http://bit.ly/czeNLu #socialmedia #strategy
Social Media is the Servant of Strategy, Not the Master http://bit.ly/czeNLu #socialmedia #strategy
Social Media is the Servant of Strategy, Not the Master http://bit.ly/czeNLu #socialmedia #strategy