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Although many are aware of social enterprise and its various business models such as L3Cs or Benefit corporations, crafting a social media strategy to engage potential advocates can be challenging. Social media engagement around cutting edge business topics presents a unique opportunity for marketing and communications professionals to craft and execute unique initiatives to drive thought leadership and brand visibility.

 

The Client and the Concern

Twelve years ago, the Illinois Task Force on Social Innovation, Entrepreneurship, and Enterprise was assembled to “provide recommendations on how Illinois can better foster an environment to: create, scale, and sustain innovative social programs; build the capacity of nonprofit organizations and government to pursue entrepreneurial ventures; and attract funding to Illinois to support these ventures.”  The Task Force’s brand message was “Illinois on a Mission”, establishing a common voice for various business types and structures throughout the state.

However, the Task Force had several limitations in terms of resources, time, and channel availability. Although Task Force membership included several larger organizations, it had no marketing budget and was primarily volunteer driven. This meant taking an informed approach to overall social media strategic planning and online community management. Since the Task Force only had two years to complete the work, an informed, assertive approach to outreach was warranted. 

 

First Steps: Social Media Strategy Around Social Enterprise

After conferring with Task Force leadership, it was decided that a business-to-business (B2B) marketing approach would engage the greatest number of businesses, organizations, and advocates under one digital “roof.”  Building an online community with minimal channels (Twitter, Facebook, and LinkedIn) would require effort, but part of the Task Force’s approach to social media engagement included focusing on specific geographic areas of Illinois, targeting local advocates and institutions.

Another major part of the Task Force’s social media marketing efforts included driving unique web traffic to the Task Force’s website via content curation. Social media outreach also included announcements of upcoming task force meetings, news highlighting unique social enterprise efforts in Illinois, and directly engaging key individuals. 

 

Facing The Challenge 

Although the Task Force anticipated some potential issues, there were no incidents that required formal social media crisis management. Although Task Force engagement focused on developing a diverse online community, relevant information from traditionally underrepresented Illinois communities, such as Metro East and Carbondale/Southern Illinois, was hard to locate despite intensive online research.

Relationship management was also a key element of the Task Force’s social media outreach. Although less of a social CRM model than a community-based management approach, the Task Force engaged directly with individuals in the social media space. Direct engagement usually focused on mobilizing social entrepreneurship professionals to either attend meetings, interact with Task Force members, or provide insight into then-current efforts throughout the state of Illinois. 

Another challenge was identifying and reporting appropriate website and social media analytics. Given the Task Force’s short life span, developing a consistent reporting structure meant also identifying related short-term goals (such as event/meeting attendance) and longer-term policy-focused goals. Using channel-based analytics with other platforms (like Storify) to curate/collect content allowed to demonstrate small yet significant audience growth while maintaining a diverse array of content and information. 

 

Short and Long-Term Outcomes/Results

Although the Task Force closed within its allotted two-year time frame, social media marketing efforts had a much longer-lasting impact throughout the state of Illinois. Thanks to consistent effort, the Illinois Task Force accomplished the following:

• Increase of in-person meeting attendance ranging from 10 – 20% between meetings
• Overall community/audience growth by 20%
• Successful Illinois legislative efforts focused on key initiatives, including establishing formal L3C and B Corporation Structures
• Illinois adopting social impact bonds as a funding source for social enterprises
• Revising/revamping state laws governing cooperative structures
• Establishment of multiple social enterprises/mission-driven businesses and related organizations like Social Enterprise Chicago

Social media engagement around state-based initiatives can be challenging, especially during times of political tumult. Much of the Illinois Task Force on Social Innovation, Entrepreneurship, and Enterprise’s success derived from an informed social media strategy integrating select channels, key stakeholders, and a proactive approach to engagement that resulted in strong results and lasting impact.

Social media professionals work in various fields, and those working in nonprofits and cause-related organizations face a specific challenge in engaging key stakeholders with minimal resources. Focusing efforts on reaching key stakeholders takes greater effort, but can have greater, longer lasting effects. 

 

Author: Gordon Dymowski

B2B Social Media Marketing Consultant/Copywriter

Gordon Dymowski is a B2B social media consultant and copywriter working with small to medium-sized businesses around audience engagement, lead generation, and driving revenues. Gordon has assisted various organizations in social media strategy, engagement, and analytics with a specific focus on healthcare, technology, and mission-driven ventures. He is also a fiction writer who has written for various independent publishers.