Three Instantly Effective Social Media Strategies

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Where to save: If you're soliciting donations, use a widget or development kit designed for online fundraising, rather than creating your own donation system.

Where to get help: Widgets that exist to serve up content (like videos) thrive when they're presenting really great media, so hire a great filmmaker, photographer or content development team. If your widget prompts action (like donations or media forwarding) get strategic help from someone with a track record in online campaigning.

3. Deal-of-the-day

What is it: Create an online presence that lets people know about a special, time-limited offer. It could be a product available in limited quantities, a discounted service, or donation matching. Update your offer regularly so there's a reason for your audience to check back frequently.

Great for: Companies with new products or services they want to publicize; businesses with stock to clear; non-profits who want to balance their big-donor relationships with more grassroots fundraising.

Examples: United Airline "Twares", Future Shop, Pizza Hut's Facebook page

How to do it: Create a Twitter feed or Facebook page that you update once a day (or even once or twice a week) with a special offer. Promote your feed or page to fans or potential customers so they can track deals in real time.

Where to spend: Offering a real deal by taking a hit on profitability—or even taking a modest loss—so that your deals are meaningful (10% discounts don't cut it). If you're a nonprofit, invest in donor relationships with individuals or companies who can offer to match donations.

Where to save: Limit the number of items available for purchase or set a ceiling on matching donations so that you control your maximum outlay.

Where to get help: A social media ambassador or web-savvy publicist can help get the word out about your great offers so that you attract followers.

Has your organization created its own suggestion box, widget or deal-of-the-day? Do you have questions about how to implement one of these options for the first time? Share your experiences and questions in the comments section below.

Provided by Harvard Business—Where Leaders Get Their Edge

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