After visiting the Nebraska Humane Society and hearing their Development Communications Specialist Elizabeth Hilpipre discuss their metrics, I was initially struck by how different her strategies were from Amanda Brandt’s. While the scopes of their work are different, they use similar tools – if different strategies – to complete their tasks.
Brandt’s strategy seemed more technical, driven by collected data but failing to embrace the social media aspect of the 21st century (which may be rooted in the newspaper industry’s similarly awkward attempts to embrace the internet age). However, while I think her approach is certainly more stark, I believe she is an expert in her field who makes the best of what she works with.
Hilpipre, on the other hand, seemed more open to a trial by fire strategy, using separate tones on different platforms to communicate the formality of her posts. Although it’s impossible to make a good comparison because they work for separate companies, it was immediately apparent to me that their approaches were different.
Hilpipre’s tactics are fluid; they change according to the platform she uses, which is admirable from a bystander standpoint, but they also incorporate a “go where the audience is” strategy. She recognizes the necessity of not only being on top of the Humane Society’s accounts but also manipulating them to gain followers. I think this was especially apparent in her use of Snapchat as a way to promote the animals that haven’t been adopted. Her ability to assess the age of a sector of her consumers and then follow them onto their platform of choice, especially when that platform doesn’t provide clear and coherent metrics, demonstrates her expertise in her field.
The best advice she gave was more in her actions than in her words: be flexible. Everything in her social media strategy focuses on going where the consumers are and addressing them on a level that feels personal. She builds off what works, using a more formal tone on Facebook but a more relaxed tone on Snapchat because she knows the platforms’ demographics are distinctive. She creates Facebook event pages to avoid bogging down the Humane Society’s main Facebook page with event posts. Clearly she has built a persona for the Humane Society that is not only functional but malleable, something few other businesses or non-profits have mastered.