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09/2021
SOCIAL MEDIA - WORKING FOR SOCIAL
ENTERPRISES -Strategic use of ICT and
Communication Tools
CE RESPONSIBLE | ikosom | Karsten Wenzlaff & Wolfgang Gumpelmaier-Mach

TAKING COOPERATION FORWARD 2
Module II - Social media working for social
enterprise
1. for development of social business
2. for building community
3. for raising awareness about topic
4. for searching of expert capacities
5. for fundraising
Social media in the service of social
entrepreneurship

enterprise
● decide which channels to use
● encourage engagement
● post often
● social networking
● create attractive brand
● use video content
● don’t personalize your organisation
● retain your voice
● show authenticity
● be transparent
Social media tips for social entrepreneurs

enterprise
● Buyer Persona Tools
● Marketing Calendar
● Analytical Tools
● Content Creation Tools
● Content Curation Tools
Social media marketing tools

enterprise
Facebook Audience Insights
Description
- gives information about two groups of people - people connected to our facebook
page and people on Facebook
Key features:
- Gives information about age and gender breakdowns, education levels, job titles,
relationship statues and more
Pros:
- getting to know the people who care about your business
- where and how people interact with your business across your website,app,
Facebook page
- combine your data sources to measure across channels
Buyer Persona Tools

enterprise
Socialbakers
Description
- Is helping to discover customer personas, what content they like and is offering
free to download buyer persona template PDF
Key features:
- Analytics, keyword filtering; measure & benchmark performance; optimize paid &
organic performance; visualize & analyze business impact; actionable dashboards
& reports; create & publish content.
Pros:
- Marketing Personas - going beyond data given by analytics, it helps us to tell
inspiring, human-centric stories
Cons:
- Is paid digital marketing solution
Buyer Persona Tools

enterprise

enterprise
CoSchedule
Description
- organize your entire editorial calendar while integrating with your blog, email, and social
platforms. Social entrepreneurs can manage and collaborate with their team to create social
media posts, events, content, and tasks
Key features:
- management of campaigns, grouping of tasks, scheduling for posts and publishing many
platforms and apps
Pros:
- visualize your entire social strategy in one place
Cons:
- the pricing adapts to many budgets and requirements
- it takes into account blogs and social media as being equally important
Marketing Calendar

enterprise

enterprise
Swat.io
Marketing Calendar

enterprise
Swat.io
Description
- Social Media Management Tool with scheduling, community and analytics features.
Key features:
- Community management, Task assignment, content planning/scheduling for posts and
publishing many platforms
Pros:
- Usability and support
Cons:
- the pricing adapts to agency use, but special options for NGOs etc.
Marketing Calendar

enterprise
Facebook Analytics
Description
- is one of the most powerful marketing analytics tools available because of the wealth of data that
can help in understanding more about other Facebook pages of social enterprises
Key features:
- it can group together several Facebook pages, pixels, and apps to give a complete picture of user
interactions over time.
- gives you the ability to quickly and easily analyze your campaigns performance
- the overview tab will show key metrics of the Page and key metrics for five most recent posts and
also a brief comparison of your page with similar Facebook Pages
Pros:
- rapidly evolving ; people Based Analytics; accurate demographics insights; completely free; easy to
use analytics & reporting; custom Dashboards
Cons:
- new and Not Quite as powerful as Google Analytics yet; no educational resources; no support
Analytical Tools

enterprise
Creator Studio
Description
- let publishers manage content, insights and messages from all Facebook Pages in one
place. It is possible to manage, monetize and measure content across all Facebook and
Instagram accounts
Key features:
- The Content Library tab gives an overview of all video, photo, link and text from the
Facebook Pages that have been filtered. It is possible to see insights from and take
actions on individual posts, like editing, boosting or deleting them
Pros:
- free account, users can manage multiple pages and Instagram accounts
Cons:
- you can only plan posts for Facebook and Instagram, You can't schedule IG stories
Content Creation Tools

enterprise
Hootsuite
Description
- the biggest social media management tool. A web application that allows to manage multiple social
media accounts across different platforms
- It saves time by managing all social media in one place and it provides real-time analytics.
Key features:
- allows to curate and schedule content, measure social ROI, run social media ads, and more. users
can monitor multiple accounts and keywords.
- includes tools that help in improving reputation and protecting brands
Pros:
- It comes with free, pro, and enterprise licensing options so the fee scales as your campaign does
- It offers a useful monitoring service that shows you replies, mentions and direct messages from all
networks in one dashboard.
Cons:
- the features in the free version are quite limited
- the analytics features aren’t available in the free version
Content Curation Tools

enterprise
Buffer
Description
- is a software application for web and mobile phones used for successful social media
management. With one easy click, you’ll be able to share content and schedule posts via
Twitter, Facebook, LinkedIn, Google+ and Pinterest
Key features:
- allowing to customize post-times & days, and then schedule posts quickly via the Queue only
for those days. It offers built in analytics, direct posting to Instagram & Instagram stories,
team management features & more
Pros:
- allows for the easy management of multiple social media accounts
Cons:
- no monitoring tools for mentions, searches and hashtags, so you’ll have to monitor these from
another tool or through the networks themselves.
Content Curation Tools

enterprise
Example of good practice: Boranka

enterprise
ABOUT THE PROJECT:
In 2018, Croatian Forests and the Croatian Mountain Rescue Service launched
the Boranka campaign. It is an action that seeks to save burned forests. The
ashes of burnt forests are used to make crayons, with which citizens can draw
their tree and plant it in a virtual forest. With each drawing and donation of
10 kunas, a real tree is planted in the burned area. The goal of the campaign,
in addition to afforestation, is to educate children and young people about
the importance of forests, nature protection, fire prevention and protection.
More details about the campaign:
https://www.youtube.com/watch?v=LYAf64DarwY&ab_channel=imago.hr

enterprise
● for establishing interactions and relationship with new customers and
clients
● building community

enterprise
ABOUT THE PROJECT:
Slovenian initiative "Heroes drive in pyjamas" campaign addresses young people, often exposed to the risk
of driving while under the influence of alcohol or other psychoactive substances.
The initiative is coordinated by »Vozim institute« in collaboration with Slovenian ministries of health and
education, Slovenian Traffic Safety Agency, Generali insurance company and many local organization.
On the national level, the campaign aims at raising the awareness of parents about the risks on the roads
and mobilising them to improve their children’s safety, especially on weekends. At the same time, the
campaign implements a holistic preventive approach to drink driving with the help of the traffic police,
the private sector and municipalities.
The project has been running for 3 years and it has been rewarded with European Excellence in Road
Safety Awards for successfully addressing an important societal problem: drink driving amongst young
people. By making heroes of parents who drive their children to/from parties, the campaign is making
good use of the phenomenon of peer pressure, which is a very powerful influencer of behaviour amongst
youngsters.
More details about the campaign:
https://www.youtube.com/watch?v=deNjJpoyGic&ab_channel=ZavodVOZIM
Example of good practice: "Heroes drive in pyjamas"

enterprise
social media campaign for
raising awareness
Example of good practice: "Heroes drive in pyjamas"

enterprise
Send A Cow social entrepreneurship organization that aims at
helping African farmers get more productive thus raising their
revenue and enhancing their quality of life.
They do so by teaching them how to optimize their workflow and
implement durable change in the worker’s daily life.
More details about the campaign: https://sendacow.org/
Example of good practice: Send A Cow

enterprise
Send A Cow produces videos explaining what they do and reporting on their
ongoing activity.
Link: https://bit.ly/3jWcJRe

enterprise
They share all that info on their Twitter account and Facebook page with
candid pictures of the people they help and feature a “supporter of the
week”
Link: https://www.facebook.com/sendacow/photos

enterprise
Attractive social impact
reports
link:https://bit.ly/32an1ag

enterprise
effective organic tooth
powder that is free of any
questionable ingredients
100% natural ingredients,
not only the organic
components, but also the
main mineral ingredients
come from
environmentally friendly,
German sources.
Example of good practice: Teethlovers

enterprise
Example of good practice: Teethlovers
Facebook:
https://www.facebook.com
/teethlovers/

enterprise
- start up, producing organic/sustainable condoms and other
products
- co-founder Waldemar Zeiler is one of the pioneering social
entrepreneurs in Germany
- they are following a so-called “fairstainability” (fair &
sustainable) approach, combined with a deep desire to create
products in a contemporary design
- 50% of their profits go into social and sustainability projects
Example of good practice: EINHORN

enterprise
- they started their journey with a crowdfunding campaign on Startnext
- their initial Social Media and community work helped to raise more than
EUR 100,000 and a lot of awareness
Link: https://bit.ly/3o6ZAY7

enterprise
Meanwhile, Waldemar and his colleagues are using Social Media in various ways to
further draw attention to their mission and to support other companies in reaching
social and societal goals.
On their YouTube channel “Einhorny-TV” for example, they started a campaign
called “Condom CEO”. In a series of ten short videos, they were looking for a new
CEO by illustrating their startup life in a funny and self-ironic way. The campaign
was well received within the startup community and far beyond.
Einhorn is also running a blog, a podcast and a magazine. And they are using
Facebook to reach out to their communities:
https://www.facebook.com/einhorn.berlin

enterprise
● online presence
● gives the chance to show public who you “really are!
● helps establish interactions and relationship with new
customers and clients
● educate the general public about important topics
● raise additional funds
● share meaningful stories, photo of staff working
● report different activities
● in building future digital destination for their business
Positioning social media within social enterprises

Karsten Wenzlaff & Wolfgang Gumpelmaier-
Mach
ikosom
CE RESPONSIBLE
ce-responsible@ikosom.de
http://www.interreg-central.eu/ce-responsible
facebook.com/CE-Responsible-112985660155613/
twitter.com/CeResponsible

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