Our society has become so attached to devices; plugged into news via Facebook and Twitter; searching for places to go on sites such as Yelp. There's been a spike in the phrase "what's near me" across Google searches and it's really that people have come to rely on social channels to find activities, places to go, events and entertainment.
How can that benefit you in the field of animal welfare? Being online and giving your facility a personality and presence serves to not only catch the eyes and interest of area residents, but to work FOR YOU in building a support network, promoting adoptable pets, volunteer recruitment and funding.
One thing I have learned in social media marketing is that if you don't grab a slot, someone else will. Example; in some markets or specific areas of interest, it can be tough for a newcomer to establish itself as a primary resource once someone else has already done so. In a small town near me, there is a community Facebook page run by a local resident which focuses on events, business news, lots of area photography and general interest-type posts. It's been around probably six years or more and has a great presence and healthy following. Enter a new page with similar content and it's having a bit of a struggle defining itself as a new brand. While there is certainly the option to offer material of another variety, and to focus on posts and information of a completely unique nature, people are already connected to the first and most noticeable source; the primary page has already captured and created it's platform and fan base.
For some markets (I say some because this does not always hold true), it can be challenging to try and break into an area which is already saturated, so by all means, get out there now and position your organization to be a leader. The benefits of getting out there and spending time interacting, commenting on posts and replying to followers can pay off handsomely. and for which rely on donations it can mean sink or swim time, so to speak.
Bringing your animal shelter website up to date, complete with new social plugins and links, along with some design focus on a logo and color scheme for branding purposes, are steps which I would recommend to almost any quality organization. By becoming part of the daily interactions and "streams" that members of your community are already linked into, you can not only build more connections but continually be seen for long-term relationships. What I mean by that is as your quality presence becomes established, your organization will exist in the minds of the people who, on a daily basis catch sight of your posts or distinctive logo. When the kids grow up and need a volunteer gig for school, they might think of you. As a company puzzles over what to do with an unused pallet of supplies, your shelter may be the first thing to pop into an owners mind. "Being seen on mainstream sites is a valuable asset".
"But I don't want to come across as if I'm bragging" is a common response we hear when suggesting that you offer stories and proof of your accomplishments. Well, you are going to have to find a happy medium here because "people don't support what they can't see". While it may seem a bit uncomfortable at first - and of course it's wise not to overdo such posts - illustrating some of the daily tasks you manage, examples of animal care, exercise and adoption events along with the steps of running a shelter, is a smart strategy.
If I'm following the page of a local nonprofit which barely posts or updates their followers, I won't be as eager to support what I CAN'T SEE. You have to "make the case" for why someone would feel inspired to support your efforts. Sharing daily updates, which would include both the ups and downs (in moderation) of your work, illustrates the commitment and dedication of staff and volunteers. Who wouldn't want to support that?
Does your facility have upcoming activities or fundraisers? While creating the events themselves on sites such as Facebook or Google are ideal, you can also add them to Eventbrite.com, community calendars for your area, Yelp, Eventful and more. Don't forget to write a detailed description of the event along with including mentions of sponsors and supporters, directions for parking, tickets, participation and other information. Be aware that the most unique sites an event is listed on, the higher the chances are for it to be seen. Check out this blog post about Event Promotion via Social Channels for more ideas.
Once you are out there with your new networks, what's the secret to promoting interaction and activity? Stay open to good material that you come across each day. Snap lots of pictures, feature a volunteer of the week, post quality photos of the animals and make sure to recruit a few folks to help you. And of course, keep an eye on sudden shifts, decreases or increases in views which can tell you what is working well or what may need tweaking!
Topics such as health tips for dogs and cats, information on how to introduce a new pet, guidelines for training are some great ideas. Post updates on the adoptions and follow up by showcasing the alumni which have gone on to their wonderful forever homes. Don't forget to maintain a level of energy by mixing up the content and work to avoid falling into a rut where there are no posts at all for a week or two! Keep in mind that the more often you post and interact - along with how you will learn to identify and harvest quality material for your posts - the easier the process will become. Good luck with your shelter promotion and follow my Facebook page for more tips and suggestions!
Thank you for reading and I hope you found some inspiring suggestions here. Have a great week!
Sincerely,
Andrea Baumann
Marketing Delmarva
