Essay: Value Creation and Marketing

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[. . .] Social media has become a useful tool in the nonprofit business strategy devised for reaping maximum rewards. All the strategies employed must be used for completing the goals of the organization (Danah and Nicole, 2007). There are number of social media platforms available to make use of. Their relevance depends on the situation. The questions here are (Pacific Continental, 2010):

The amount of time needed to be allotted to social media?

What are the goals and objectives of the organization?

What's role of social media in fulfilling these objectives?

What is the organization's aim to achieve by social media?

Which websites is the public more active in? (Pacific Continental, 2010)?

Although the social media is a useful form of creating awareness, but it's not right to be active on every forum too. Given are some popular websites and tools to make use of: (Pacific Continental, 2010), which Promise and Pay should use in its communication and marketing campaign:

Facebook: Use Facebook to create a close community and share news with them (Pacific Continental, 2010), which engages in self-help and motivation.

Twitter: The followers need to be kept updated with news and updates regarding charity causes (Pacific Continental, 2010). For instance, Promise and Pay can inform its followers of the number of members who have achieved their goals and those who failed and subsequently donated to charity of their liking.

Flickr: It's a website to share and manage pictures along with loved ones and public. In case of Promise and Pay, it's a great method to create public awareness of event and efforts they conduct (Pacific Continental, 2010); specially those of donations that took place as a result of its members failing to meet their goals.

YouTube: Upload video clips and share them with the general public. Just like Flickr, it's a wondrous way to share events and efforts organized for charity (Pacific Continental, 2010).

Blog: Explain about the cause, ask for opinions and share new ideas and tips on it (Pacific Continental, 2010).

Podcasts: Podcasts are audio recordings which can be used for recording news and latest updates regarding the charity and create awareness among the audience (Pacific Continental, 2010).

LinkedIn: Make a profile on LinkedIn and work with other professionals. The board of directors can remain connected with their corporate donors this way and obtain new ones as well (Pacific Continental, 2010).

Apart from online presence on social media websites, they need to be active in groups as well. Expanding is the key idea here blogging, Facebook fan pages and videos will go a long way in attaining that goal. The audience and network will grow likewise (Pacific Continental, 2010).

Social media messaging: The nonprofit organizations need to have a messaging tool enabled to keep a competitive edge (Pacific Continental, 2010).

Brand awareness: Social media will keep the nonprofit organization in news and public's mind. Ensure that the aim and purpose of the Promise or Pay is made popular and common knowledge. Every platform has a noble purpose (Pacific Continental, 2010).

Education: With the help of social media, create vibe among the common public regarding the issues faced by the society. For instance, share stories, news and information regarding studies, research and share success stories of other organizations as well (Pacific Continental, 2010).

Marketing and raising funds: The audience shouldn't be bombarded with nonprofit organization's mission and fundraising efforts, it should be done in a light manner. Social media is a viable form of fund raising and creating awareness among the public (Pacific Continental, 2010).

Organizing / calling for action: Social media is a viable form of communication and pooling common public for a noble cause. It is highly imperative in case of natural disaster. In the year 2009, a twitter event called Twestival was launched for supplying pure water in poverty stricken countries such as:




That event pooled around $250,000 in funds (Jolkona Foundation, 2009).

In case of small scale organizations, social media is a huge undertaking altogether, as the staff is limited along with the resources. The primary aim is to be open and fulfill client's services; the nonprofit organizations tend to keep away from long-term goals. By integrating social media in their business objectives, nonprofit organizations can benefit from its advantage with no cost at all. All it takes is human resource allocation. Here are the guidelines for commencing (Pacific Continental, 2010):

1. Comprehending the audience for a Successful Co-Creation Strategy: It's important to research the audience and know their nature and demands from a social media alliance. It's important to know them and listen to them and alter their products and services accordingly (Pacific Continental, 2010).

2. Editorial calendar for a Successful Co-Creation Strategy: Jot down a set of ideas and topics to talk about in social websites. These ideas should be about future product changes and the aim should be to get customer feedback so that a successful co-creation strategy in executed and customers are involved in the product development phase. A useful rule is show only 10% of the marketing messages. The rest of them must be relating brand building, leadership and general discussion (Pacific Continental, 2010).

3. Anticipate the unanticipated to build a Successful Co-Creation Strategy: Sometimes, critical feedback also turns up and opinions can vary regarding the organization. Instigate positive conversation and take notes from feedback and use those to integrate into the product and services for a successful co-creation strategy (Pacific Continental, 2010).

As the social media efforts expands, allocate more time in it and step into new platforms as well to step up traffic (Pacific Continental, 2010).

The organizations have a vast reservoir of social media websites if they are interested into it (Pacific Continental, 2010):

Storytelling: Request a client to compose a testimonial and design video of the long-term projects the Promise or Pay has in mind. Post them on YouTube and blogs (Pacific Continental, 2010).

Initiate contests and gifts: Ask the supporters to invent a new tagline. The corporate sponsors can be requested to give gifts to… [END OF PREVIEW]

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APA Format

Value Creation and Marketing.  (2014, September 5).  Retrieved July 22, 2019, from

MLA Format

"Value Creation and Marketing."  5 September 2014.  Web.  22 July 2019. <>.

Chicago Format

"Value Creation and Marketing."  September 5, 2014.  Accessed July 22, 2019.