Yesterday on Google +, John Haydon made a provocative statement: “It’s a big mistake to say that nonprofits should wait on Google +”
I think nonprofits should wait or rather don’t jump in deeply with a heavy time investment quite yet. Take an ROI approach to the amount of time that is being spent, especially if you haven’t really built up, engaged, and developed relationships with people via your social networks in other places.
Don’t just do an ROI analysis with your social time. Your time might be best spent on incorporating multi-channel best practices. Do you need to redesign your web site, incorporate SEO, or beef up your CRM and email strategy. As John Haydon said later in the thread, “Don’t buy the Persian rug if your roof has a hole in it” and then wrote this post.
And if you haven’t yet defined results and KPIs for your overall online communications or marketing efforts and a measurement strategy start there. Don’t immediately embrace the shiny new object.
That’s not to say that taking a small amount of time to learn the platform, get the lay of the land, imagine the possibilities without investing a lot of time. Connect with professional colleagues and talk shop. I call this the “Andy Warhol” approach – 15 minutes a day. Then you will be at least be familiar with it when Google + launches Brand presence.
Some advice from Marketing Profs on how to dip your toes in the water efficiently.
It is also useful to do a little audience research or consult secondary studies. The Pew recently did this study on online habits. As you can see from the graph above, Pew found:
Email and search form the core of online communication and online information gathering, respectively. And they have done so for nearly a decade, even as new platforms, broadband and mobile devices continue to reshape the way Americans use the internet and web. Perhaps the most significant change over that time is that both activities have become more habitual.
You can find the complete PEW report here.
Where does your organization to invest is time in its online/multi-channel strategy to be successful?