SOCIAL MEDIA, REACHING THOSE HARD TO REACH PLACES

Why the Third Sector can no longer afford to ignore social media.

I make no apology that this month’s blog is inspired by frustration and a little anger from recent conversations regarding well intentioned government money not going to the people it was meant for. I’ve been around long enough to know that this isn’t totally unusual, however with times as hard as they are, this just isn’t good enough, and more to the point, there are no excuses.

Over the last few months I have had various conversations with agency managers who have won government money to provide a service, but then not been able to spend it because they can’t reach the customers. With the present cut backs and high unemployment that won’t be tolerated. I would suggest that there needs to be better proof of involvement with the targeted group, but maybe that’s another blog.

What frustrates me most is the overuse (blaming even?) of the term Hard to Reach Communities. With 20 years’ experience in Youth and Community work, I can list 10 ways of contacting hard to reach communities off the top of my head, but what I actually want to know is;

What is a hard to reach community?

I understand it tends to be synonymous with deprivation, but surely it is actually just a community that you don’t know yet. For example, I would say that British royalty are pretty hard to reach, but there are, of course, many that do not share that experience!

So where does Social Media come in?

Well… social media is an amazing leveller. The Queen and my mom are both on facebook (though not friends I hasten to add). The UK currently has in excess of 26m facebook users. Most people and their granny are on facebook now, and those that are not are not far removed from friends, or family members that are. The homeless man I was chatting to in the park last night may not be, but it’s safe to say that some of the homeless shelter staff and volunteers are on there. Or, I can just go to the park to talk to him.

There are no excuses!

The resistance to go out and find clients can be seen across the board. A self-proclaimed very experienced business man, recently told me that he doesn’t chase customers, “it’s up to them to find me”. Now how surprised are you that there is not a rush on at his business right now?

Charity managers tell me they are using social media. That is great, but actually, having a blank facebook page, or posting fundraising events on there once in a while is NOT using social media, any more than having 1000 leaflets printed and just leaving them on your desk is advertising.

My cry, and surely you have heard it by now is…
What is your strategy?

If you do not understand how best to use social media for your organisation, PLEASE just ask for help. Most social media managers I know would happily give you an hour of their time to check over your profiles and your strategy – especially if you offer to endorse them on LinkedIn!

A small part of your grant would be well spent on some good consultation that will help you reach your target audience. After all, you don’t need me to tell you how much competition there is for the charity sector trying to attract money now.