The Planned Parenthood is a very
illuminative case for me and it gives a perspective about how social media
strategy and tactics could play an important role in terms of delivering a
vital message to the public. Komen’s position is a kind of excellent `don’t do’
list for the ones who has a management role in an institution. Among all, their
ignorance of the power of social media is the most significant point for me.
Although they made some efforts in terms of social media and they mainly rely
on traditional media channels and press releases. Of course at the end they
lost battle because they had to fight in a battlefield that they don’t know. On
the contrary Planned Parenthood has long been surviving in this territory. They
know their audiences, how to reach out them, how to mobilize and engage them
into their cause, how to create content and push them. They’re so prepared that
they even have story bank to use in need of emergency. This makes it very clear
to me that there is no way to avoid social media even you don’t know or want to
be a part of it. That’s why every agency prepare themselves to this new reality
and welcome it.
Addition to other points we mentioned in the class,
another noteworthy take away for me is the need to formulate, express and deliver
a message competently and consistantly. Komen coldn’t create a clear and honest
message. They moved in a zigzag manner. In my country we have a saying meaning
of which is like “If the first button is wrong later is evitable will be
wrong”. If you don’t position yourself in a right way it’s impossible to reach
and engage your targetted supporters. As a matter of fact Komen’s donations had
doubled from the previous year and its single day contributors had also
increased but McGhee expressed concern that the supporters were largely
supporting what they perceived to be an anti-abortion decision, not Komen’s
mission. So the way they present their message resulted in touching unplanned
and unintented audience.
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