In the second instalment of our behind-the-scenes look at charity sector jobs, digital expert Charlotte Beckett shares her insights
What are the prerequisites of working in charity social media? While employers may enjoy hearing about blogs and Twitter handles at interviews, there are certain social media skills they will be looking for from new and seasoned jobseekers alike. The charity sector demands a somewhat different approach to using social media, but because most of the platforms are free, it's easy to engage in some pre-application research.
In our second instalment of insider charity jobs tips, Charlotte Beckett, head of digital at The Good Agency, outlines how jobseekers can get ahead of the game and wise up before interview.
1. What attracted you to the charity sector?
I've been working in digital since the late 90s, initially in the corporate world. I was getting increasingly frustrated that what we were doing basically boiled down to profits and selling more stuff, and I had a niggling feeling that there must be a better use for the internet. It was a combination of the emergence of the next generation of the web and reading Here Comes Everybody by Clay Shirky that inspired me to make the move to combine my personal ethics and working life.
2. What advice would you give to people that are looking to find a job in charity social media?
Understand how social media fits into the digital world, and more broadly into fundraising and communications. It isn't a mysterious, specialist area, rather an inherent part of how we communicate with supporters and donors.
We need to start with the fundamentals first: understand our audiences, what motivates them, what we want to say to them or have them do. Then we should look at how social media can make that happen, and how it fits into the channel mix. I'd also recommend getting smart about measurement and data.
Our decision-making processes are linear: we don't see an ad and then instantly donate (or buy something). We will talk to others, do our research. This is where social media can be most effective: engaging in those conversations. As it's not a direct response channel, however, it doesn't get the credit it deserves when campaigns are being evaluated.
On a practical note: get stuck in. There's some very interesting folk out there on Twitter or blogging about social media and charities. Get involved. Read trade press like the Guardian Voluntary Sector Network, Osocio, eConsultancy, Mashable. Oh, and get out to as many meet-ups and events as you can.
3. Twitter, Facebook, LinkedIn: how are charities using social media?
The charities who are using social media most effectively are those who understand that it's a longer-term conversation. They are the ones who understand how social media can add value to an integrated campaign, for example, by bringing voices from the field right to supporters. They're the ones who are working closely with bloggers and communities to amplify messages and recruit more supporters. And they're the ones who think like a publisher: creating and curating content that people will want to share. The actual platforms are irrelevant to an extent, though we should be sensitive to the nuances of each, for example, which audience is where and why?
4. There's an assumption that charities are the job world's soft touch. Is this fair?
Not at all. We have great stories to tell, which of course makes people want to engage with us more than they would a bank or a legal firm. We have to make our stories work hard to campaign or raise money, however. The value exchange for our audiences is very different to that of a consumer brand. It's not a question of pay money and get chocolate or whatever. What we do has an impact in the real world, but the benefit to the consumer is more intangible. We have to be experts in consumer psychology, creating campaigns that tap into our innermost motivations and behaviours. And of course we don't have infinite budgets to do that with. I think we have it much tougher than consumer-land in many ways.
5. What has been your best moment so far?
Too many to mention. I'd say it's when a project hits its objectives, be that petitions signed, campaigners recruiter or funds raised. We're lucky that we get to work on some amazing campaigns with our clients. It's great to see how social media has contributed to everything from building wells and clinics to campaigning on women's rights and recruiting school governors. Each of those moments is inspirational.
• If you've been inspired by Charlotte or last week's charity chap, Matt Collins, check out all our latest jobs in Charity and connect with other professionals on The Guardian Voluntary Network.
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