Can your organization use a Social Media Expert? I mean really use.
So you plan on hiring a Social Media Specialist for your organization. Well, you have an important question to answer mainly do you have 40 hours of work for this person?
This new person will need to be someone dedicated to your organization who has the flexibility to get posts into your social media streams on a regular and systematic way. They also need to be able to respond when things happen. But, for most non-profits, the answer to is still no. So what might you combine with the positions social media task to create a full-time position?
Is there a person dedicated to keeping your website up-to-date? What do I mean by "up-to-date?" Well, as I am sure you know websites are never actually finished they require constant tweaking and new material. If you are not doing this, then you have a whole different problem, and we will cover that in an upcoming post.
The person in this position can write beyond 140 characters or the few paragraphs in a Facebook Page post. Also keep in mind that being able to curate material derived from other sources like your annual report or program materials can also be the basis of new material for the website. Then this person only needs the technical skill to add articles to the site - and the forethought to think about what to add or the guidance by you to know what to add.
Who knows they may even understand things like meta tags and keywords? Both of which are important if anyone is going to find your website. Understanding this functions opens what might be wholly new and important area of analytics. If you use the Google analysis products, it would be great to have a person dedicated to this work. If you have a Google Ad Words, Grant you know how much time is necessary to manage that asset. If you don’t have a Google Ad Words Grant then maybe this new person can help you get one.
Another distinct area is desktop publishing and graphic design. Would it be helpful to have an in-house design guru, probably? The very nature of creating engaging well-constructed post requires a good design sense and the technical skill to create images and videos. These same skills may well translate into the skills needed to create a newsletter or simple brochure.
And don't forget your social media campaign should be working hand in hand with your events and individual giving programs. Ads and promoted post are assets to the rest of your donor program.
So is there 40 hours of work for a Social Media/Webmaster/Marketing position at your organization. My instinct says yes. And though you might not be able to draw a solid line between the position and income I think you can certainly draw a dotted line.
What could be better than a thoughtful program of social media post, website updates, meaningful analytics and, possibly even design skills?