Campaign Began | Nov 2010
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My work with The Help Group began mid-November 2010. It’s been quite a journey learning about the nonprofit and education worlds in greater depth and from the point-of-view of a school. We’re creating meaningful relationships and actually talking to educators and parents around the world. Branding The Help Group as an innovative school with diverse programs isn’t very hard; we consistently gain new followers and meaningful Twitter mentions. Thanks to events like the dedication of a new Autism Center and Music For Autism’s interactive performance, our Facebook page views and likes are increasing.
I use Twitter to actively engage/find our audience, striking a balance between engagement and over-posting on Facebook. Tumblr is a secondary outlet used to post behind-the-scenes pictures and information. Enjoy these fun pictures from the annual Holiday Carnival!
Because of my outreach work with The Help Group, I read a lot of Mommy blogs. I am not a Mommy yet. This is fascinating.
I also engage in multiple Twitter chats and forums with educators, which leads me to amazing discoveries like Mrs. Yollis’ Classroom Blog. This is why I believe I have the most fun job ever – listening in and talking to teachers who want to use their new tools in innovative and safe ways.
In February, I had a pretty great example of how this all works that goes beyond the analytics and summary of engagement I send to clients. Through the combined and separate efforts of the one-woman PR department, the speaker herself who has a great following, and my continued online outreach, we more than tripled our typical attendance for such events. People were driving from Ojai and Temple City for the Advance LA Distinguished Lecture Series. The administrators are thrilled.
The main lesson I took from this experience: If you use all of these amazing new tools specifically to find your target audience, they will become PR machines and tell their friends -better than machines, because they are human and they will track down that friend of a friend who once said they loved Rudy Simone’s articles at your nephew’s birthday party last year.
Who may very well attend your lecture series.
A lot of people use social media (the Royal “SM”) to throw out large blankets of information and the larger the crowd, the better. I think one of SM’s most useful resources is the ability to have real-time searches so you can find and get to know your actual audience.
They may not know they are your audience, but enough conversation with your target audience in a safe arena and they will start following you, referring you, and most importantly – showing up.
And here’s another reason why The Help Group is the most fun client ever. Mozart never sounded so good:
