Student organizations stand to gain a lot if they strategically use social media. If I was still in school, part of an organization, and had the knowledge I had now, I’d definitely come up with a campaign that will not just earn me additional points but build equity for the organization so that it can raise funds and strengthen it’s network and community. Here are some tips that I’d like to share with everyone since I often get asked for tips by student leaders about Internet Marketing and Social Media at universities when I give talks.
Building Community
Social Networking Sites can be your primary communication platform. Developing and properly maintaining a Facebook Page, Twitter Account, or a Blog can serve as the medium where everyone from your organization converges on. You can easily promote the page or site to your members and your alumni via gatherings, e-mail, and SMS so sign-ups shouldn’t be a problem over time.
Setting up the page is easy and you can find a complete guide on how to build a good Facebook Page on my eBook which you can download via the sign-up form at the right of sidebar of this site. The next thing we should tackle is how you should use the page. Here are some things you can do:
- Announcement Board – use the page to announce your latest events, promos, or gimmicks exclusive for the group. Not only do you get the message to your members but you also give the impression to everyone who’s inactive in your organization that you guys are always there for them and they can jump in and join anytime.
- Recognition – You can highlight outstanding members or alumni that are real life achievers. Do a 5 minute interview. Record it on video, upload on Youtube, and share on your page. Do this regularly because it helps morale by letting your members know that they’re part of a special group of people. You can even have a “member of the week” program and you can just change the profile picture of the page to show the current featured member to everyone.
- Networking – You can also open doors for your members, especially those who are seniors, by posting job opportunities and alumni contacts on the page. This adds value to the page and will definitely get your junior and senior members checking the page every now and then.
- Tips – One thing you should also post are notes that offer value to your general membership. You can post links to articles that give tips on how to study or good case studies for on-going lectures.
- Fun Stuff - Don’t forget that you also want to spread the smiles every now and then. Don’t be hesitant to post funny videos or images as long as THEY ARE WHOLESOME. Why? Because always remember that this page is the face of your organization to the WORLD. Potential employers, sponsors, and partners can look at it.
Speaking of sponsors, let’s move on to the next topic which I think a lot of student leaders will find very interesting.
Raising Funds
How does an organization use a page to raise funds? There are several ways of doing this. Note that I used to screen sponsorship requests from various schools when I was still working under Marketing for Level Up Philippines so I have a fairly good idea of what the usual routine is. Usually I get a letter with a template front page followed by another page with template packages (gold, silver, bronze, platinum, blah). The proposal will most likely have a bloated figure which is supposed to guarantee the sponsor eyeballs and potential sales.
A properly managed page or site can be one of your aces in getting sponsorships and partners. If you get enough numbers and activity you can show them a vibrant community of students which is their primary target market. Not only are you giving numbers but you’re also giving them a peek into the personality of your organization based on the interaction going on in the page. You should also make a point to have a section in the page or your site which chronicles all your previous events so that partners can use it as reference.
Remember — with the internet you have the ability to grab the eyes of your audience and point it towards the best things about you. Take advantage of that.
Another way to raise funds is by using the page to connect and network with your alumni. I’m sure that you guys have alumnus that are in positions to sponsor your projects. Just make sure to touch base with them, put your best foot forward, and let them know that they can help their former organization and school out by allocating some of their marketing budget to you. 
Standing Out
There’s a gold rush right now for student organizations who can properly leverage and brand themselves via social media and the internet. I’m pretty sure that the ones that do it properly first will gain a lot of traction because they will be pioneers and trailblazers.
Facebook, Twitter, and other social networking sites are not just outlets for your emo moments or posting crazy pictures. It can be a solid foundation for your organization to congregate on without the barriers of time, distance, or space. Imagine a giant org hall which everyone can just go in and out to anytime, anywhere (as long as there’s internet connection, lol).
ACTION STEPS
Inspired by the article? Then let’s get busy. Here’s what you should do next:
- Check if you have members that can do basic web programming. If there is then have them create a website for your organization. It doesn’t have to be uber complex with flash. Grab a template off WordPress, customize it a bit, and that should do for now. If you don’t have a programmer, that’s okay just work on the SNS.
- Set-up the official page of your organization on Facebook and Twitter. Send an e-mail and SMS to your members to follow or “like” your org. Make your FB page or Website a big thing by “launching” it on your next general membership meeting. Keep on announcing that you have a page during succeeding meetings and events.
- Regularly moderate your page comments. If there are obscene comments then delete them or ban them from visiting you.
- Upload pictures and articles about previous events. Try to upload at least 5 albums and maybe a video or two on your Facebook page. Put the latest announcement on your site and share it to your page as well.
- Once the page looks decent and you have decent numbers, send an e-mail to all of your alumni and let them know about the official Facebook Page of your organization. Plug them in your online network. There’s value in it for them because they can also network with fellow alumni! Don’t forget to mention that when you write them.
That’s it for now! I hope you guys find this useful.
Post Script: I’m giving a talk about how to use Social Media for Student Organizations this coming Saturday, September 4, 2010, at the Ateneo De Manila University. Contact Ateneo Junior Marketing Association (AJMA) for inquiries. By the way, the featured photo in this article is our class picture in 1990-1991, LOL.
Great post, Carlo! I’m sure this not only applies to student organizations but other types of groups as well.
It’s a good thing that most students are well versed in technology, so setting up Facebook accounts and pages, and opening a Twitter account aren’t problems.
Fund-raising through social media poses a challenge. Although I’m confident students can handle this with only minor hitches.
Thanks Joel! Setting it up probably wont be a problem for the younger generation but they have to see past the recreational benefits of social networking sites.