"What You Don't See, So Far From Your Home..."

From Curatoria 

"What you don't see,

So far from your home, 

Is transparency coming, 

and coming on strong." 

The #1 ranked worst charity in America: Kids Wish Network 

"Where dreams really do come true." 

Of the $127 million raised last year, just 2.5% went to direct cash aid. $110 million went to solicitors. 

I can see it in the meeting now: 

Boss: "We need to be on Social Media. Paul, start a Facebook page. Get on that Twitter, and Pin-thingy."

Paul: "Sure, what do you want me to post?" 

Boss: "The kids, Paul, the kids. Whatever the Make-A-Wish Foundation is doing, do that." 

Paul: "Ok, so we'll let people donate right there on the page. And, post pictures of kids everyday?" 

Boss: "Brilliant, ahh. Kids are gonna love this." 

For brands in full control of their perception on Facebook, and I mean tight control over how they present themselves, the end-product is almost always the post. 

Happy kids. Smiling faces. Dreams come true. 

Efficiency? Reality? Behind the scenes? 

Nah. 

The Facebook page for Kids Wish Network looks as though everything is running smoothly. 

Disney World, Taylor Swift, Green Bay Packers! 

If all you're trying to do is define your brand, you can do it. Decide what it is that defines a particular perception, and share it. 

Happy kids. Smiling Faces. Dreams come true. 

But...

If you're trying to improve efficiency, max out the return on your soliciting efforts, why lie? Why put on a mask?

You need help. You are struggling to hammer in the point of your existence: making dreams come true for children. 

But they won't use Social Media to improve, to keep donators informed, to be transparent and as a result create transparency between the funders and the children being given a dream. 

They won't use Social Media as a strategy. 

They'll use it as a defense mechanism. 

Happy Kids. Smiling Faces. Dreams come true. 

2.5% 

With transparency coming on strong, the future is bleak for those who be unveiled (to the masses) as inefficient mediums to achieving goals catalyzed by donations. 

Growth? Future? Awareness?

Good luck. 

Brand Perception on Facebook

 Curatoria

The Duck

"How they percieve you is of utmost importance, 

The perception remembered far into their future. 

Present yourself well, 

Appropriately, 

Present yourself well and your goal will be reached.

Do you want to be caring? do you want to be tough?

Dress for the occasion and influence thoughts."  

Here's a restaurant I managed while bussing tables. Doing big things with water pitchers. The restaurant had a great employee for Social Media. Kristen was funny, engaging, and creative. Plus, she was the day bartender. She had known the owners for years and been with the restaurant since the beginning. Better candidates can't be trained.

The restaurant was undergoing a re-branding process with its 2 sister restaurants. The Events and Catering business was (hopefully) going to blossom into the major source of income for the business. ConshyGirls was to be the cohesive brand for 3 successful restaurants in an up and coming business center just miles form a major international city.

The Facebook page was looking great. Ranked 100 in Restaurant/Cafe worldwide by Meltwater's Likealyzer. 

Problem was, Google Analytics showed just 12 page views coming from Facebook ever. Not good. Granted, the website presence wasn't very good, it was under construction and needed a makeover. Still, 12 isn't worth the effort. If they weren't going to the site, but were engaging on Facebook, the challenge was capitalizing on Facebook.

If Events and Catering was to be the superstar of the new brand, we had to get inquiries and information out on Facebook.

This is where ShortStack came in.

Check out the custom apps, inquiries going straight to our Events and Catering Manager, a custom tab for one of our bartenders with a funny, short video promotion an event, and a tab we made for the Children's Hospital of Philadelphia in accordance with our ongoing partnership.

As Social Media Manager, if I couldn't bring people to the site, I had to focus my efforts on the perception the brand's pages give off until we had valuable site content to pull them towards.

With the help of Shortstack, Southern Cross now gives a behind the scenes look, an option to speak directly with our Events Manager, and all the information they need to get involved with a great cause.

Moving forward we have plans to integrate Facebook into promotions across new and beautiful websites. Until then, Southern Cross' brand perception is top notch compared to competitors.






Tools
Shortstack.com : Contests, Promotions, Tabs
Pagemodo.com : Contests, Promotions, Tabs
Picmonkey.com : image resizer (111 x 74) for Facebook Tabs