There is a hot new social network in town that is just a few weeks old and already taking the Interwebs by storm: Peach. It launched about two weeks ago and was created by Vine co-founder Dom Hofmann.
I’ve loved using Peach. It doesn’t have the stress of a formal Facebook post or even a tweet since it’s still so new and people are figuring it out. It has a slick design and features “magic words” — commands you type that execute GIF searches, meme tools and even a space to make your own drawings. The tech press already has jumped on Peach, and you can read more about it for personal use in one of the many articles already written.
But what I’m more interested in is how nonprofits react to the rise of new social networks like Peach. It’s way too early to think about integrating Peach in marketing efforts, but what nonprofits should be thinking about is how to react to the flavor of the month in the social media space. It could be easy to completely ignore new networks that pop up and focus digital marketing efforts only on platforms you already use, like Facebook. However, by not monitoring new networks, nonprofits take the risk of losing some brand control.
What do I mean? Let’s circle back to Peach. There is no sophisticated level of authentication needed to create usernames, so it’s the Wild West out there. Want to create a profile called @SierraClub or @PlannedParenthood? There is nothing stopping you, whether or not you have any affiliation with the organization. Right now, there are some rogue accounts on Peach for AT&T, Nike and most A-list celebrities — some even going so far as to put a green checkmark by their usernames like Twitter does to humorlessly (and falsely) say they are verified accounts.
While for the most part this is harmless fun, nonprofits should have a plan in place to take a quick listen to these networks and register for appropriate usernames for their organization and campaigns. Why? Let’s say that the unlikely happens and Peach becomes the next Instagram, or even Facebook. You’ll want to make sure your organization doesn’t have to fight with an individual for an appropriate username. You’ll also want to make sure that no one is posting about your organization or other key messages that don’t represent your brand.
To recap, below are 3 quick things your nonprofit should do to keep ahead of Peach (and any other new social network):
- Create an account using your organization name. If your name isn’t free, choose a similar name and take note of the user who has your name in case you need to contact that person in the future.
- Think about big campaigns you are planning for 2016. Will they require separate social media presences? If so, do another search on Peach for the campaign name and register for the name if it’s free.
- Keep listening. If you hear that Peach is getting more successful, reevaluate whether or not your organization should consider using it for future marketing efforts. If Peach is unsuccessful, delete your account or wait for the process to happen naturally if the network gets removed from various app stores.