Do nonprofits need to bother with SEO? Why does it even matter? They’re just collecting donations, right? Or are they?
SEO isn’t black magic or wizardry. It’s really just intentional writing for your audience. It means being found. It means writing quality content that solves problems for your customers.
For nonprofits, SEO means answering the “why” to your current and potential donor base. What is your mission? Who are you serving? Why are you working so hard for your cause? Why should I donate?
And let’s talk about it at this week’s #NPChat on Wednesday, April 19, 2017, at 10:00 am Pacific Time over on Twitter.
Why Join a Twitter Chat?
Twitter chats are a great way to connect with like-minded professionals who are engaged users on Twitter. This elevates your brand, gives you visibility, and positions yourself as an expert on the topic and in the field.
Who doesn’t want to connect with your community? Who doesn’t need help every once in a while?
Joining our weekly Twitter Chat may just be the right thing for you. And, who knows, you may even have a few tweets featured in our recap!
#NPChat takes place every Wednesday morning at 10:00 a.m. Pacific Time.
How to Join a Twitter Chat
Follow the hashtag on Twitter (but don’t forget to add #NPChat manually after your tweet or we won’t see your tweet, especially in a comment retweet).
Use Hootsuite or TweetDeck and make a column for #NPChat (but don’t forget to put #NPChat manually after your tweet).
Go to the Twubs page for #NPChat.
My preferred method is using TweetChat. Just go here and login with your Twitter account. You can even highlight the moderator so you don’t miss questions.
SEO for Nonprofits: The Questions
Q1. How are you currently involved with a nonprofit?
Q2. How do you define SEO?
Q3. How do you determine your keywords?
Q4. What tools do you use to optimize your content?
Q5. What are your strategies to reach your audience?
Q6. How often do you publish?
Q7. What are your favorite SEO tips and tricks?
See you Wednesday, April 19, 2017, at 10:00 am Pacific Time on Twitter!
Because of the extreme weather in Minnesota, people don’t walk on the streets outside in the winter. Instead, they walk from building to building in closed pedestrian walkways called skyways. Without people walking outside, there was a lack of community interaction.
Not unlike most groups of people, the Hmong came from a village life. A village life bustles with community. Community interaction starts with the little things you say when you’re passing by and engaging in chit chat. You know, small talk. Because of the weather, there was a real effect on the men of the Hmong community. They were prematurely dying in their sleep.
They proactively built up their community with Hmong grocery stores, law offices, and the like to facilitate community bonding. Now, with over 40,000 people, it’s one of the largest Hmong settlements outside of southeast asia.
The moral to the story is that isolation is dangerous — not just to mental health — but to physical health, too.
Community and Remote Workers.
So, back to our demographic: WordPress enthusiasts.
Many of us, because of the independence that we’re afforded by the power of the silicon chip and Internet, work remotely.
In other words, we work alone.
So, we’re not getting all of that chit chat.
I know what you’re saying. Your team does Zoom hangouts and you have a Slack channel. But if you look into your heart of hearts, can you really say that it’s the same?
Sure, you’re productive when you are zoned out listening to house music and working on your code. But are you okay?
Isolation and Silence
Prisons have tried isolation and silence as methods of both punishment and reform. The famous, now abolished, Auburn system believed silence was necessary part of that reform.
“Silence was the biggest factor in the line of rules the prisoners had to follow. John D. Cray, a deputy warden at the Auburn Prison, demanded that the prisoners be completely silent to take away the prisoners’ ‘sense of self’. When the ‘sense of self’ was taken away, many convicts became compliant and obedient to the warden’s wishes.” Wikipedia
The fact that your sense of self is taken away because of complete silence should alert us — as remote workers. We aren’t meant to live in silence. By no means should online conversations over Slack, Twitter, et al replace in-person community.
We are wired for connection, conversation, and community.
This is one of the main reasons why being an active member of your local WordPress community is so important.
Don’t Self-Isolate
“Friendship is unnecessary, like philosophy, like art…. It has no survival value; rather it is one of those things which give value to survival.” CS Lewis
Maybe friendship isn’t as necessary as food or water, but it’s right up there with Maslow’s hierarchy of needs: love and belonging.
“According to Maslow, humans need to feel a sense of belonging and acceptance among their social groups, regardless whether these groups are large or small. …Many people become susceptible to loneliness, social anxiety, and clinical depression in the absence of this love or belonging element. This need for belonging may overcome the physiological and security needs, depending on the strength of the peer pressure.” Wikipedia
We need friendship. Don’t self-isolate. Our world is already isolating enough.
The WordPress Community
The WordPress Community is not just an ethereal thing. It’s just not the atmosphere that holds in oxygen. It’s people.
You will find that being part of a WordPress Meetup is much more than just discussing the latest release candidate, the best events plugin, or what IDE is the best.
Recently at SMMOC, another Meetup I attend, the organizer asked the following question:
“How do you rate the information we shared today from 1-10?”
Of course, I replied:
“It’s not about the information. It’s about the relationships we build while discussing the information.”
There was kind of a moment there, where we all realized this is true. If we focus on the quality of information, then if you “already know” the subject, maybe it’s “too boring” for you.
But community meetings are not meant to be informational only. It’s about building relationships from friendships to business partnerships.
It’s never something you regret attending. It’s something you regret not attending.
Walking the Talk
This should be called driving the talk. I live in Dana Point. The WordPress Meetups near me are 26 miles and 32 miles away. I have to drive everywhere.
Not only am I a co-organizer of Women Who WP, but I have made the commitment to attend the OC General Meetup every month. I’ve also been going to the Developer Day Meetup every so often, too. So, with the social media Meetup on Saturdays, I could potentially go to four Meetups a month but always attend a minimum of two.
Because of traffic, to go to my WordPress Meetups, I leave at 5:30 p.m. and I get home after 10:00 p.m.
So, for me — and I’m sure it’s the same for many of you — attending a Meetup can be a commitment as long at five hours. And I hire my dog sitter.
Is it worth it?
You bet your bottom dollar it is.
You are not alone.
Seriously. You have friends waiting for you — at the Meetup. We’ve been through the same things you have. We want to connect. We want to learn with you. We believe in community. We believe in you.
But [Insert Your Excuse Here]
I’ve heard a lot of reasons why people don’t attend Meetups. In the last 13 months, I’ve made it a priority. There is absolutely no way I would have mentally survived living alone and working alone without it.
I’d like to challenge you to attend at least three consecutive meetings. Every Meetup is different. Some cities break it down by design and dev or beginner and advanced. Even if it’s too advanced, go anyway.
If there’s a WordCamp within driving distance, go to that, too. I promise you will not be disappointed.
In Cincinnati, in a hotel elevator, I recognized someone I’d been following on Twitter.
Jason said, “Wow, Bridget. You know everyone.”
Right. It’s my job.
The Siren Song of Automation
Hardly a week goes by where I’m not pitched the newest, shiniest version of a social media tool or automation service. And I’ve not been shy about my feelings for the subject. The poor dead horse is being abused at this point.
That said, there are dangers of automation. Removing yourself from understanding your customers and even knowing who they are can remove that feeling of intimacy.
Intimacy just means hands-on or being close. There’s a revival in the crafts movement — people want to create with their hands. They are making their own bread, beer, and beading their own jewelry.
Even in the business world, there’s a movement to go back to working in your business instead of on it. Yes, in your business — in the craft. Being hands on.
So, why would you want to automate the most important part of your business — customer relations?
The Power of A Name
When I applied to be a Happiness Hero at Buffer, one of the prerequisites was to read the book “How to Win Friends and Influence People” by Dale Carnegie. No doubt you’ve heard of it or read excerpts if not the whole thing.
What stands out most is the power of using someone’s name. I’ve been practicing this a lot lately. In fact, I think it was misunderstood last night with our waiter as flirtation, but there is a risk in everything.
So, one of the most important part of my social media strategies — especially on Twitter — is listing. So, you can write a script that will add people to a list depending on the keywords they use in their bio or hashtags that they tweet. You can sign up for the brand new service that promises you’ll never have to lift a finger to tweet. But you may miss out on a lot.
One of my rituals is reading bios and adding people to lists. When I’m notified that I get a new follower, I check out their profile, follow or not, and put them on a list. This is the first level of intimacy.
Oh. Okay. John Doe just followed me. He lives in Orange County and is a social media marketer. I’ll put him on my Social Media list and my Orange County list.
Whispering In Your Ear
Back in the day, I worked at a church. The pastor could never remember anyone’s name. So, I’d stand next to him and when someone approached, he’d ask me their name and I’d whisper it in his ear.
So that worked for a congregation with about 150-200 people which fits right in the Dunbar number if you believe that’s our social limitation.
But will the new fancy tool do that in person? Sure, they promise the world online, but what about when you meet said follower at a conference?
WordPress and WordCamps
For our industry, WordCamps are our trade shows. There is at least one almost every single weekend. As a marketing manager for a WordPress Plugin Development Shop, attending these conferences and knowing our customers is important.
Knowing your customers by name is important for a few reasons. Let’s start with common decency and manners. That should be enough.
Let’s not forget the power of someone’s name. Is it better to greet someone as “Hey there bro” or “Hey, friend?”
Or is it better to say,
“Hi, Paul. How was your trip on the train?”
It shows that you care. It increases loyalty. It is the beginning of a relationship. If you truly care about people and building up a culture of community, this is tantamount — required as a baseline.
Knowing your customers has never been a bad thing.
Automation Removes Intimacy
Back to the title, “Automation Removes Intimacy.” The intimacy you have with your customers on social media is important for in-person meetings. It’s important for keeping that relationship going online.
Social media is about connecting, as humans, to other people. Whether it’s for friendship or to increase the lifetime value of a customer, being social can never be automated.
Well, if Science Fiction catches up to us, perhaps you can get a protocol droid like C3PO.
Until then, be cautious when automating. You should want to spend the time getting to know your customers.
I’ve been criticized ever since my online journey began back in the days of dial-up and AOL. (True story: I attended my first Bible study online in an AOL chat room.) Why do you spend so much time online?
It’s become such a common occurrence that I try to never use my phone in person, save a couple of selfies.
Case in point: A Birthday Party Tonight
https://www.instagram.com/p/BMIp-hXAjsS/
https://www.instagram.com/p/BMIqDkJgLYg/
And, you know me, I have to grab a sunset.
https://www.instagram.com/p/BMILFv1AQ9t/
The point is this:
All of the time I have spent building relationships online has always come back as a return — in humanity.
Human ROI
Relationships matter because people matter. The more you invest in people the more they will invest in you. This has never failed me.
Tonight, I was invited to a surprise birthday party for SMMOC co-founder (with his wife) Bob Watson. This group has been instrumental in my career change and path.
Last week, I told Bob as much and he recorded a small video on his Instagram account.
https://www.instagram.com/p/BL4R_xng_eC/
Of course, I wanted to join in the fun, see old friends, and wish Bob a very happy birthday!
Hugs Galore!
Though I knew I would be surrounded by my social media friends, I became nervous (would anyone greet me? etc). So, my very good friend Jen Miller said she would be my plus one and it would be fun.
You know what? It was fun.
I had great conversations with people I haven’t seen (in person) in months or even years. Yet we’ve been able to stay connected, and dare I say not superficially, online.
I engaged in personal conversations, was part of a running birthday joke, ate dinner, drank Diet Coke, cracked jokes. I felt like me.
You know why?
Because I was surrounded by friends. And they weren’t fake.
I was hugged by everyone. Because they’re real people. Real relationships. Real friends.
Why do I spend so much time online?
I spend time online because my friends are there. It’s not a chore. It’s not something I need to be unplugged from. It’s something that helps me feel connected to this world. Maybe I’m weird. But I think people value that time.
Spend time on social media creating, maintaining, and deepening relationships and you’ll always get back Human ROI.
Relationships take on many forms. We have business relationships with coworkers, employees, bosses, supervisors, vendors, and clients. We have family and spouse relationships. We have friends and people that we meet through mutual friends.
Each category of relationship has a different level of intimacy but the same basic element is required in them all: trust. Trust comes from communication — both big talk and small talk.
Communication in the Workplace
“In management settings, trust increases information sharing, openness, fluidity, and cooperation.”
It’s easy in this age of technology to take communication for granted — to presume communication. In decades past we overly relied upon in-person meetings. They were deemed a waste of time. And then we moved to conference calls, which have become a total joke. And now, we’re expected to develop relationships and collaborate on projects solely with text-based tools like Asana, BaseCamp, Trello, and Slack.
“I’m not entirely sure how we’re going to replace the schedule a call culture. Collaboration tools is probably the easiest answer, but … Maybe we all just put our heads down and wait for the AI robots to take our jobs. But first, let’s discuss this schedule a call culture — albeit briefly.” Ted Bauer
Toxic Communication*
“In a relationship, it typically takes five good interactions to make up for a single bad one.”
If you see warning signs early on in the relationship of unwanted behavior (badmouthing, gossip, indiscretion, inconsistent statements (lying), rudeness (especially to wait staff), irritability, tardiness, addiction, etc.), those red flags should be noted, especially if you notice a pattern.
People don’t improve their behavior as they get to know you; rather, they feel more comfortable and become more “themselves.”
Red flags are warnings to us all. We would be wise to heed them.
Nonverbal Communication
But how much communication is really verbal? This is wildly debated, but I would argue that if you only rely upon the written word you miss a lot.
“One way of increasing your accuracy is applying the 3 C’s of Nonverbal Communication: context, clusters, and congruence.” Psychology Today
In this world of text messages, email, and Slack, it’s a good time to talk about how much of communication is actually verbal — regardless of where you land on the research — there’s more to communication than the actual words.
So how do you project warmth and build relationships in a primarily digital age?
Open Communication
Trust comes from open communication. Open communication occurs when people feel safe. We like to think it’s more complicated than that. It’s not.
“You see, if the conditions are wrong,we are forced to expend our own time and energyto protect ourselves from each other,and that inherently weakens the organization.When we feel safe inside the organization,we will naturally combine our talentsand our strengths and work tirelesslyto face the dangers outsideand seize the opportunities.” Simon Sinek
How can you make people feel safe?
In their article called “Connect, Then Lead” on Harvard Business Review, authors Amy J.C. Cuddy, Matthew Kohut, and John Neffinger say:
“A growing body of research suggests that the way to influence—and to lead—is to begin with warmth. Warmth is the conduit of influence: It facilitates trust and the communication and absorption of ideas. Even a few small nonverbal signals—a nod, a smile, an open gesture—can show people that you’re pleased to be in their company and attentive to their concerns. Prioritizing warmth helps you connect immediately with those around you, demonstrating that you hear them, understand them, and can be trusted by them.”
Communication & Culture
Culture comes from how a group relates to each other. This can be good or bad. So, intentional community building is all the rage these days. Companies who are intentional with their culture protect their culture. They seem to do this in one of two ways: either they all work in-house or have regular meetings on video (Buffer, Automattic are two examples).
Regardless of your preference, company culture is definitely top-down.
When asked how a middle manager can affect company culture, Simon Sinek gave this advice:
Treat those in your realm of influence as you believe important. Meaning, do what you can where you can.
If you feel uncomfortable at your workplace, perhaps it’s time to look elsewhere.
It’s up to you.
Sometimes, believe it or not, it’s difficult to engage in conversations with people. If you want a better relationship, perhaps it’s up to you.
Maybe you need to be the person who asks how they are doing, if they watched [insert sports game here] last night, or patted them on the back (verbally, with emojis, or giphys in Slack) for a job well done.