So even a consumer products giant like P&G is modifying its marketing strategy to incorporate more aspects of social media? Does this mean that your community-based organization needs to do likewise? Of course not.
The real message is that how you communicate must be realistic when you consider your audience. If your target is teens, then MAYBE going heavier on social media is the right play. But what if those teens are primarily low income and non-native English speakers? They might still be as connected, but now you need to have a multilingual component to your social media strategy (similar to one you might already have in place for your traditional media).
What topics require some type of “long-form” communication? Maybe social media only serves as the gateway to other web-based content or triggers the delivery of printed materials.
What this means for you:
Your organization should be careful not to just blindly jump on the social media bandwagon, but to take a more nuanced approach and understand how it fits into your overall communications strategy. Then, as you create content, you should be using tools on the backed, such as SharePoint, to archive and index that content for future reuse (never pay for the same road twice).
To disagree with Marshall McLuhan, the medium is not the message: the message is the message. Ensure that your message is getting heard, but make sure you are also managing your intellectual property at the same time.
Need someone to talk this through with you? Drop us a line and let’s chat.