To be successful at social media, you don’t need a big budget or a big brand. For me, the beauty of social media is the opportunity to genuinely connect with your audience. It requires a big heart.
Purrfect Pals, a not-for-profit in Arlington, WA, impresses me daily. There are many things they do well, marketing-wise, from their Black Cat Ball fundraising event to their follow up notes post-adoption. (Full Disclosure: I have a beautiful cat companion adopted through them.) The most consistent presence I see for them, however, is via Facebook.
What are some of the key Facebook principles they are applying well?
- Share stories and inspire fans to share stories. Author Dave Kerpen of Likeable Social Media says that stories are your social currency. Purrfect Pals has this concept down. They post pictures, videos and stories about the cats who are available for adoption. Cute cat pictures may get the “ah”, but a great story about how the kitty was rescued, what toys they love to play with, and their engaging personality traits bring the picture to life and help close the deal. Then, they post Congratulations and stories about successful adoptions. Finally, Purrfect Pals invites you to share stories about your adopted kitty and how they are doing with their forever family.
- Generate interactivity. The stories (and pictures) garner a generous share of likes. But what bumps posts to the top of the feed are posts inviting readers to participate. Purrfect Pals does this by asking to help caption a funny photo (featuring available adoptees).
- Take advantage of Facebook features. In addition to a well completed info page, Purrfect Pals has pages with info on donating, volunteering and adopting all of which are easy to find and use. They have many outreach events and use the Events/Calendar feature to showcase those. They use the “Notes” section to list press releases and news announcements. It’s purposeful, well-organized information.
Obviously, maintaining a fantastic Facebook presence takes work and is an important reminder that social media is NOT free. Time, talent, and resources are needed to be successful. Purrfect Pals is doing a great job.