property24.com is aiming to raise R91,000 for Habitat for Humanity South Africa, and is doing this by donating R5 for every “like” on its Facebook page. At the moment, the portal has 8,627 likes, and needs to gather a total of 18,200 to reach its goal.
David Gibbons, general manager of business development at property24.com, has five tips for property portals who want to get social media support for their corporate social investments:
1. The first rule of social media is to be authentic. Be personable not plastic. If your brand isn’t quirky, don’t hire an outsider to make it what it isn’t. Rather be yourself and the best way to do this is to look inside your own organisation for social media spokespeople.
2. Make it easy and attractive for your community to spread updates about your initiatives, rather than continually blowing your own trumpet. The key to this is useful, entertaining, good content that people want to share.
3. Drive donations by spreading the word about the initiative you are supporting, rather than your brand. Even consider asking your community to choose a cause that they would like you to support.
4. Interact with your community by asking for feedback and importantly, providing updates on the initiative, so that those involved can see their actions make a difference. There are some great online equivalents of the traditional church roof fund barometer that will show your supporters what they have achieved.
5. Driving corporate social investment initiatives using social media can be beneficial for your company’s brand but always remember that the primary focus should be to help the beneficiary increase the size of their support network.
Do you agree with Gibbons' tips, or would you run your own social campaign differently? Let us know in our comments.