Perhaps because web-based media seem so “grassroots” and inexpensive, not-for-profit organizations have jumped on the Facebook and Twitter bandwagon even faster than their for-profit counterparts.

And the speed with which online media – especially social media – have taken the spotlight on the Marketing stage has thrown many sophisticated marketers for a loop. It’s hard to ignore media that reach more people everyday than television, radio, or traditional print, right? Are they just new media vehicles, or do they represent a fundamental change in the way we communicate with our target audience?

“It depends”

The answer most of the time is, “It depends.” It depends on the mission, the target audience, and the way people prefer to get their information. We have clients that are all over social media and wonder how they’d survive without it. We have others who are still relying primarily on traditional broadcast and print media. And we have some that are integrating the old and new and finding some very interesting (and powerful) synergy.

Unfortunately, there is no single formula that will work for everyone. There are some principles that seem to hold: great copy beats lousy copy; compelling offers beat empty promises; and targeting the message is more effective than the old shotgun approach.

Been there, done that

We’ve been involved in these kinds of issues since the early days of the internet, and we’re probably in the best position of all to develop a strategy that will work for your organization. And to keep you current as the technology continues to evolve. We look at the whole spectrum of communication options – first strategically and then tactically – and develop a plan that takes fullest advantage of the right media alternatives for you and your target audience.

If you’d like to be sure you’re getting the biggest bang for your limited budget, give us a shout. Just let us know what you need, and we’ll be on the case quickly.