It's common amongst small organisations, especially community organisations to use volunteer labour where possible. This may be a mistake.
Once upon a time a simple set of digital tools, a basic website, a couple of social media channels was all that was needed by many small business operators.
On the surface it appears simple. Delegate the task of maintaining online content to the admin person - afterall that person spends too much work time on Facebook, so they must know what they are doing?
Yes, most people can set up a social media account. That's the simple bit. Can that same person lead your organisation through setting out a digital strategy, or develop a schedule of key messages that are aligned to your strategic outcomes and compliment your offline marketing messages, monitor, post, reply, respond with appropriate content that is designed to create an online community or create a call to action and monitor its effectiveness? Maybe they can, but is that what you pay them to do?
Like everything else, as the level of complexity increases it becomes necessary to invest in appropriate knowledge and experience. There is a big difference between building Likes or Followers on a personal social media channel and creating an business to consumer or business to business online community.
You wouldn't delegate your marketing or your fundraising campaign to an amateur; yet these will become an integral part of your digital strategy in the future. Why weaken your communication strategy by entrusting it to the least qualified person? Please do not waste money by trying to save money in a misguided manner. Do the job properly the first time.
If you want to retain full content control of your digital channels by utilising existing employees then at lease ensure they have the knowledge and skills. I can either set up a schedule of key messages for employees to post, along with guidelines for responding and we can provide them with the training to ensure they do the job well.
If you would like to discuss the potential and opportunities for using digital channels please contact John on 0458 913 933 or email us.
So that you can Reach, Act, Convert and Engage with your audience.