Social Media - A (wo)man, a plan, a Tweet, a blog

I was surprised recently when a London friend who runs not one but two PR agencies told me that virtually all pitches in her world are now done via Twitter. Nobody bothers to write detailed emails anymore - you just put it out there and interested journos will grab it as it sails by in the the Twitterverse.

Social media's various forms - Facebook, blogs, Twitter, FourSquare, LinkedIn - have been misunderstood and under-appreciated, or dismissed as something that only the young folks can possibly understand. If you're a techno-immigrant like me (as opposed to a native, born into the digital world so it comes as second nature), you'd do well to find yourself a course or workshop and get familiar with the basics of social media. I have attended various workshops on different aspects of social media, and the more I learn about it, the less mysterious and the more fun it is to use.

Key to using social media is having a plan that works in concert with the rest of your communications strategy. It means thinking through who you intend your audience to be, how you will build that audience, and as time rolls on, how you want to engage them in what you hope will be a two-way conversation.

Like any power tool, it has to be used for its intended purpose. Don't start a blog just to be like the cool kids. It's like getting a goldfish – it can seem like a lark at the time, but you have to keep it alive. Twitter is for those with something to say that someone will actually want to know about. Take the time to understand how each tool in the tempting quiver of social media can serve your organization or client's business and use it wisely.

My Client Can Keep on Truckin'

Impact Giving, a local women's giving circle, made a generous gift of $13,000 to my client last fall, Helping Hand Worldwide, for its "Keep On Truckin'" program that distributes food to needy people in Orange County.

www.facebook.com/video/video.php?v=1259778616557&ref=mf

Writer, publicist, social mediaite Barbara McMurray

For more than three decades, I have helped my clients crystallize and communicate their marketing messages. Clients turn to me for PR, writing and editing services, for both individual projects and ongoing support. My dozens of clients over the years (restaurants, hotels, service businesses, consumer products, performing and visual art venues, events, nonprofits, construction-related services and manufacturers) have reaped the publicity they wanted, exactly where they wanted it: among their target audiences, through media sources they know and trust.

Think of me as the dependable writer you can call anytime to research and write magazine articles, make your ad or website copy sing, your white paper brighter, your press release more publicity-worthy, your Facebook page a fan magnet, your Tweets retweetable, your blog a service to mankind. 

As an ancillary service, I offer grant writing services, helping busy nonprofit organizations find and tap into funding opportunities. My experience with nonprofits as a board member and volunteer informs my ability to write interesting, logical, clear, concise grant proposals that have reaped hundreds of thousands of dollars in grants for my nonprofit clients. 

Be a slave to the calendar

Deadlines - much as we hate them and struggle to meet them, we need them. Otherwise nothing would ever get done. But when writing a grant, I tell myself that it's due two weeks before it actually is. That way I get to experience the heart palpitations, the frenzied proofreading, the last-minute edits, all while glancing at the clock and cursing my procrastinating ways weeks before the grant is actually due.

One advantage of this self-inflicted time spoof is that the kinder, more benevolent grantmakers have time to get back to you if you've forgotten anything or misunderstood the directions. Another advantage is that you are among the first in line, and that makes you look good - organized, buttoned-up, and support-worthy.

Logos - Ethos - Pathos

My friend and mentor John Cannan borrowed this high-minded-sounding Latin motto from his own mentor regarding needs statements for grants.

John says a good, fund-worthy grant has all three of these elements:

Logos -- Your grant proposal must follow logic and make sense. Of course, but we sometimes twist ourselves into pretzels trying to make our program line up with the funder's goals. Be honest with yourself and make sure it really, truly is.

Ethos - Credibility is key. You absolutely, positively MUST be able to deliver on the program you have described, no ifs, ands or buts.

Pathos - My personal favorite. Even the most dry-seeming proposal can be juiced up with some emotional impact, a dash of drama describing the problem you aim to solve with your program and their money. See previous post, "The Power of the Written Word" for more on this.

The Power of the Written Word

Taboo. Backslide. Useless. Threadbare. Poverty-stricken. Dangerous. Halfhearted. Impossible. Languish. Agonize. Barbaric.

These are all powerful "gloom and doom" words that can help you describe the consequences of what will happen if your project goes unfunded. Colorful wording helps you paint a picture of how your organization could make the world a better place....if only you had the do-re-mi.

Use strong, emotion-packed words that help you say, "We really need your help." Don't be afraid of using dark adjectives to illustrate the problem you are working to solve. In grant writing, all you have are the numbers, the dry, bloodless facts -- and words. Judicious use of well-chosen, dramatic words help your proposal come alive. Words are your most important tool; use them to your best advantage.

To Whom It May Concern

In the "seemingly painfully obvious - yet perhaps not" category: the topic of conversation with a grantmaker last week was about finding out his or her NAME and addressing your appeal to that person. When a letter is addressed to a title, not a person, its chances of being read are slim. Take the time to call the funder, find out the name of the decision-maker who will be reading your letter, and address it accordingly. We all prefer to be viewed as a person, not a title.