Social media to be or not to be?

Hi All,

Unfortunately this week I fell sick and missed a few days of prac, so have only just found time to write up my 3rd blog. Since my last post Cancer Council WA received great news that the Dig Deep Game Day raised $22,834.05 dollars, exceeding their target! I have attached a few snap shots from the event.



This week I have been working on a social media plan to improve Cancer Council WA’s online communications. Provided Cancer Council WA has limited resources, like most not-for profits, I have to justify why the organisation should allocate resources to social media channels. I also have to put together how they could best use each social media channel to reach out to existing and new supporters.

A few pros I identified included;

• Low cost and affordable
• Enhances two way communication with stakeholders
• Relationship building opportunity
• Possibility to strengthen Cancer Council WA’s brand and also increase awareness of the organisation
• Improves search engine results
• Increases website traffic
• Enhances visibility and brand recognition
• Able to attract, engage and communicate with new and existing supporters.
• Able to update and keep stakeholders informed on upcoming events, latest news etc.
• Environmentally friendly way to communicate

The risks I believe associated with social media include;

• Sending out mixed messages which can reduce stakeholder trust and organisations credibility
• Negative feedback or comments which can damage reputation and image
• Limited control
• High demand on time given it requires constant monitoring and management. Content must be edited, approved, published and updated.
• Invasion of privacy and confidentiality
• Difficulty in creating on going exciting and relevant content to engage audience
• Intellectual property complications involving copyright, trademarks etc.

However, despite all the benefits social media can provide, how do you identify if social media is suitable for your organisation and if it’s the best way to communicate with your target audience? Also in your opinion do the benefits of social media out weigh the risks?