3. No one has totally cracked the mobile donation thing… yet… Going in to this meeting, I had a long list of ways my staff and I had tried – and largely failed – to get our social media friends to give us their hard-earned dollars via mobile donations. I get it. It’s a lot to type in on a small keyboard. You don’t want to stop whatever you were doing in Facebook to do it… especially if you have to leave Facebook entirely. My own station’s mobile donation form leaves a lot to be desired even if someone does arrive there, but building a better UI is expensive and using a third-party’s UI is potentially more expensive if they take a cut of each donation. It made me feel a lot better sharing these woes with others on the DMAC and learning that we’re all struggling with the same things. Odds are one of us will come up with a solution someday!
2. We all see many (MANY!) instances where the likes/shares/comments outnumber the actual clicks to content on social media. And we’re learning to be okay with it. This has long been one of my biggest pet peeves. It drives me absolutely crazy when social media analytics (particularly those on Facebook) tell me that people are liking, sharing and commenting on an article they clearly have not read. But, once again, I found that my station is far from the only one experiencing this phenomenon, and other wise souls on the DMAC convinced me that it’s okay. Engagement is good. Even if people are not reading the article on our website (GRRRRR!), the mere act of sharing, liking or commenting helps build our station’s social media standing – both in that person’s newsfeed and in others.
most trusted public institution in America for 12 years running if we did not ‘go together.’
Kathryn Roethel Rieck | Digital Communications Director | Rocky Mountain PBS