Saturday, September 22, 2012

Twitter Case Study - The National Parks Conservation Association





National Parks Conservation Association

@NPCA



          In today’s day and age, social media has become a daily activity for almost everyone.  Social media users use it communicate, share pictures, brain storm ideas, plan events, shop, research, educate, protest, build relationships, find relationships, find lost family members and friends, review products, interact with companies and much more. With so much activity going on in the digital world, companies and organizations have learned how to put that resource to good use and benefit them greatly.  While there are many social media platforms available today, some of the most popular and widely used ones are Facebook, Twitter, and Youtube. 

Each social media platform has its unique qualities to engage users, companies, and organizations.  Some of them have more complicated way to interact than others.  However, one of the simplest interactive websites is Twitter.  While users are able to Tweet simple statements, they are also able to share links to informational blogs, videos, websites, news stories, and more.  Many large companies such as Dell, JetBlue, Carnival Cruise, Hertz, Best Buy, Microsoft, Mtv, Paramount Pictures and more have gained an understanding of how to use social media to boost their business and greatly impact their bottom line.  However, not only are large companies using social media to improve their business, but small businesses and organizations are doing the same.

The National Parks Conservation Association (NPCA) is an organization that is committed “to protect and enhance America's National Parks for present and future generations.”  “Present and future generations” is a key phrase from what we know as the definition of sustainability.  Sustainability is defined as “forms of progress that meet the needs of the present without compromising the ability of future generations to meet their needs.”  That being said, most American’s don’t know who The National Parks Conservation Association is or what it is that they do for our country, much less be willing to support the organization, sign petitions, and become active within the organization itself.  Another concern they had was financial stability and the ability to continue their mission, if for some reason the US Government decided to cut funding to their organization.  Therefore, financial independence was also a top priority of theirs that needed to be addressed.  Consequently, awareness of their organization was a number one priority, and what better way to do that than to take to the use of a social media platform that interacts with millions of people a day?  Once the brainstorming began, the NPCA decided to launch an awareness campaign that was, “piggy-backed Promoted Tweets on an organically trending topic (#IfGovernmentShutsDown) to generate awareness of their fundraising and petitioning initiatives, as well as to encourage a call to action in support of their cause.” (https://business.twitter.com/en/optimize/case-studies/npca/)  

Once their goal was established, and their plan was in place, they began putting their plan into action.  The NPCA began by embracing the controversial talks of abolishing federal funding cuts and using those discussions to their advantage.  The NPCA stated, “Roads and trails unmaintained. Fewer park rangers. Closed national parks. These are some of the consequences of Congress failing to protect national parks from dangerous cuts in January under the so-called sequester. Congress must find a solution that protects America’s best idea.” Their survival was very much dependent on how fast they could get their concerned word out, and how fast could they get supporters involved to prevent further funding cuts.  First, they were able to promote the organization’s name and mission, providing individuals the chance to learn what amazing efforts the NPCA was making to protect our national parks and forest land.  Secondly, they were able to raise awareness on the possibility of their funding being cut, and what that would mean for US residents across the country.  Within a few weeks, Twitter claimed that the NPCA had, “Over 5,200 people clicked on the link in the Tweet to contact members of Congress to support national park funding. The message was also picked up by Twitter’s “Top Tweets” and was broadcast to an additional 1.1 million people. CNN broadcasted the message as one of the most popular government shutdown Tweets.”

While there may have been some government interaction involved, their goal of awareness and support was indeed accomplished.  Today the NPCA has 37,907 followers, with 7,204 tweets and an average of 30 re-tweets to EVERY tweet they produce! As we have mentioned numerous times, the greatest impact and advertising a company can have is from supporters and fans.  That fact is the very same for non-profit groups, and other government funded organizations.  The NPCA has learned to use the power of speech and awareness to their advantage, and at the same time, gain a huge following of fans and supporters.  They have even began utilizing other social media platforms such as Facebook, and News Feed. It’s easy to see why organizations would want to gain awareness, but a true lesson can be learned from them.  Never underestimate the power of the people!  When the government is concerned enough about the public following, you know you have the numbers on your side.  Whether you’re a non-profit, a small business, a government funded organization, or even a large company, social media can not only publicize your company or group name, but raise awareness about your cause, mission, or product, and improve your group’s image, encourage customer or fan interaction, and possibly increase your bottom line and improve revenue.  As I mentioned before, never underestimate the power of the people, and with social media being used by millions of people a day, the sky is the limit when you embrace all that social media can offer!


Resources

National Parks Conservation Association Twitter - https://twitter.com/npca

National Parks Conservation Association Website - http://www.npca.org/





Thursday, September 20, 2012

Twitterers to Follow




Twitterers to Follow

If you’re looking for a couple of go-to sustainability Twitter sites to follow, with educational information and an array of green topics from cooking to architecture, then these Twitterers are for you!


Tree Hugger is one of the most amazing sustainability websites on the net today.  Given many people in sustainability may not embrace their same views and standards, but I have to admit, I certainly do.  They have amazing tips on Tree Hugger offers information over:

  • green design both architecture and crafts
  • green living with gardens, bees, organic foods, and more
  • the wonders of nature and animals
  • recipes
  • business news
  • politics
  • electronic and their energy usage
  • green transportation
  • and fashion


Building Green –https://twitter.com/bglive

Building Green is fabulous resource for all professionals in the green building business. It has quickly become my go-to place for many green architecture questions.  If you’re looking for an educational source with a great deal of technical information and resources, this website is for you!  They offer a unique variety of information such as:

  • Green building news
  • Green Product specs
  • Informational blogs
  • Green building blog which has multiple writers and many various topics
  • LEED Credit information
  • Case Studies
  • Educational pages over green policy, land use and community, process, site and water, energy, resources and materials, and indoor air quality



If you job has anything to do with LEED, or your job is to implement LEED, then this site will soon be your best friend.  In fact, this site is such a staple in the LEED community that if you do have to work with LEED then I’m 100% sure not only have you heard of this site, but you’re actively using it for each of your projects.  LEEDuser offers green building professionals to gather quick tips on how other professionals are implementing LEED into their projects and problem solving along the way.  I highly recommend LEEDuser as a top Twitterer to follow! They offer:

  • Newsletter - On Your Team
  • LEED updates
  • LEED tips
  • LEED events

Sunday, September 16, 2012

The Value of a LinkedIn Profile





The Value of a LinkedIn profile

Amari Roskelly


LinkedIn is a huge resource for professionals of all fields of study.  Many people begin utilizing LinkedIn to connect with fellow co-workers, similar to a workplace Facebook.  Then, as they get into the features of the site, they often begin networking with new professionals outside of their own workplace.  This is very much the case with my LinkedIn page.  I simply created my account to connect with my fellow co-workers, not even knowing the advantages of having a LinkedIn account.  However, as I began to develop my profile, I realized that LinkedIn had a great deal to offer.  I was able to connect with my fellow co-workers, as well as higher personnel in my department.  Then, as I started grad school, I began connecting with my fellow classmates who were all working professionals and had their own LinkedIn profiles as well.  Since then, I have been able to build a fabulous network with other sustainability professionals, professors, and even product venders that I have come in contact with through various building projects at the Architecture Firm.

Many professionals may be concerned with the pros and cons of having a LinkedIn profile, especially the older Baby Boomer generation that is far more timid when it comes to the use of social media.  The pros of creating a LinkedIn profile and utilizing this particular social media platform would include:

1.      Easily connect with fellow co-workers, students, and other professionals of similar interests and lines of work.
2.      Improve your professional network with both individuals and companies
3.      Users can post their resumes, and provide an easy to use platform to showcase their educational and professional accomplishments.
4.      Members can directly interact with other professionals through the use of groups, polls, surveys and feedback on various topics.
5.      Provide a professional social media platform to attach new potential employers as well as clients.

However, LinkedIn does indeed have a few cons, which are:

1.      It’s difficult to get started and takes a bit of time to establish a profile, however, once you get started, the website does a great job in guiding what steps to take next to continue to develop your profile.
2.      Many people aren’t engaged on a daily basis like they are on sites such as Facebook and Twitter, therefore correspondence can often take a bit longer than expected.
3.      Many say that LinkedIn is “real estate” heavy, which can sometimes lead to a pressured situation, and has the possibility to become an uncomfortable environment to interact in.
4.      Some users will create an account and leave their profiles blank; therefore, it’s difficult to determine if they are the correct professional you are looking for, and are far less likely to return.
5.      With those users having incomplete profiles, other users are less likely to add them to their connections, to prevent a negative image of their own profile and network of professional connections.

Though I have been on LinkedIn for a couple of years, I have been guilty of not being as engaged as I should be.  This past year, I have spent some time developing my profile and adding new connections.  Though I haven’t spent much time researching the various groups that LinkedIn has to offer, I have had group leaders seek me out and invite me to join their group.  In fact, I had the CEO and Founder of “Environmental Leader”, Paul Nastu, invite me to his group on LinkedIn.  This became a turning point for me when it came to utilizing the groups on LinkedIn.  I have been able to connect with many professionals in the green industry, learning a great deal and sharing ideas with one another.  While I haven’t been nearly as active as I would like, I have come to rely on much of the green building technology conversations that are offered on the group’s page.  

            My daily presence could definitely be stronger on LinkedIn; however, when time becomes available, I plan to further complete my profile and seek out other connections to build my green building network.  I have learned that LinkedIn has a great deal to offer, even a new job or career.  Many companies use social media platforms to gain a perspective of potential new employees.  Therefore it’s extremely important for users to present themselves in the most professional light as possible.  As with all social media profiles, users should keep in mind that anyone can access their information and develop an opinion of you and your professional abilities, just based on what information is provided on your profile.  That leads to another important point.  If you do create a LinkedIn profile, it’s important to spend the time to develop your profile, establish connections, join groups, and interact with other users.  It’s the same principles for companies who establish social media profiles and don’t continue to update their pages and interact.  Future employers may view your lack of interaction or even your incomplete profile as a lack of commitment.  That is why it is important to cultivate your profile, showcase your knowledge and work experience.  Once you have your profile established, get involved, find other professionals with similar interests, and join groups pertaining to your particular field of study and interest.  LinkedIn is a wonderful professional social media platform that gives the working man or woman a voice, a stage, and a chance to further their career, in one fell swoop.

LinkedIn is just one of the professional social media websites available.  Others professionals may consider are:

Biznik – A community of entrepreneurs and small businesses dedicated to helping each other succeed.
cmypitch.com – A business website for UK entrepreneurs to get quotes, advice and more.
Cofoundr – A community for entrepreneurs, programmers, designers, investors, and other individuals involved with starting new ventures.
E.Factor – An online community and virtual marketplace designed for entrepreneurs, by entrepreneurs.
Ecademy – A business network for creating contacts and sharing knowledge.
Entrepreneur Connect – A community by Entrepreneur.com where professionals can network, communicate, and collaborate with others.
Fast Pitch – A business network where professionals can market their business and make connections.
Focus – A community focused on helping business decision makers and IT professionals make decisions.
JASEzone – A professional community where you can find potential clients and business partners.
LinkedIn – A professional network that allows you to be introduced to and collaborate with other professionals.
Networking for Professionals – A business network that combines online business networking and real-life events.
PartnerUp – A community connecting small business owners and entrepreneurs.
PerfectBusiness – A network of entrepreneurs, investors and business experts that encourages entrepreneurship and mutual success.
Plaxo – An enhanced address book tool for networking and staying in contact.
Ryze – A business networking community that allows users to organize themselves by interests, location, and current and past employers.
StartupNation – A community focused on the exchange of ideas between entrepreneurs and aspiring business owners.
Upspring – A social networking site for promotion and social networking.
XING – A European business network with more than 7 million members.
Young Entrepreneur – A forum-based site for entrepreneurs and small business owners who are passionate about promoting business for themselves and others.
Ziggs – A professional connection portal founded on the principles of professionalism and respect.

So whether it’s LinkedIn or another professional networking website, I highly recommend professionals to take the time to join one and begin networking with other professionals.  You might just be surprised how it benefits you.  Remember, be active, be bold, and use social media to your advantage.  It certainly will pay off!

Resources