What is it about?
The National Organization for Marriage (NOM) is a non profit organization that is spearheading the campaign to protect the institution of marriage from being redefined, affirm that marriage is only a relationship between a man and a women and seeks to prevent the legal recognition for same-sex relationships and same-sex marriage.
The organization is very active on the internet and is always there to present a counter the arguments of the gay agenda and affirm the role that faith communities have in defining marriage.
About the campaign
The nation for marriage is the umbrella campaign for NOM and there are constantly new campaigns that are springing up to address specific issues of concern. Most recently, the National Organization for Marriage has been focusing on mobilizing their constituents to oppose the Kagan nomination, the disclose act and to defend Defense of Marriage Act. As such you would expect that the message for the campaign’s social media presence to advocate what the organization cares about the most, but that’s not the case.
When visiting their Facebook page, you will be confronted with a welcoming page that will ask you to join “NOM” by giving them your name, email and phone number with absolutely no explanation for why they are asking for that info. Upon entering the info, you get a message saying “Someone will be in touch with you shortly.” Which, at least in my case, never happened. The group has the standard fanpage tabs but there is a dearth of information about the organization and what it is up to, or recent news of its activities and causes which were listed on its website.
For a group that has fighting the “Disclosure Act” as one of its its goals, they at least stick to the message. The Facebook page allows minimal interaction from people, you are unable to view the people who have joined the campaign, and it seems like they understand of social media as a one way street.
After the dismal state of their Facebook page, Twitter was the next stop. Their Twitter account was more active and more representative of their message, it contained relevant news items, and information about the activities and speeches of NOM board members. Furthermore, the account interlinks very well with their website and blog by pointing to their posts and activities and that brings us to their main social media presence, their blog.
The blog is the cauldron that fans of NOM flock to drink from; this is the only place where there seemed to be some interactivity albeit it was very one sided in most cases. The blog was on message, constantly updated, and posted comments on the latest news that encourages people to place their own feedback and express their support for NOM’s message. For those reasons, the blog works very well as a social media presence for the NOM campaign.
Facebook: 8,800+ Fans
Twitter: 1,780+ Followers
It is really interesting how there are more than a million views for NOM’s videos although there are only a few members that are willing to affiliate themselves with the organization. That could mean one of two things: either than people who support NOM are afraid of coming out as supporters for it, or that the majority of people that check out NOM are those who are curious about it but don’t support its message.
Given the way they handled their Facebook fanpage and how they limited who can view their fans, it seems to be the former of those 2 choices.
Why did it do what it did?
It seems like NOM chose to use social media in that matter, but they misunderstood some of the core concepts of what makes a social media campaign successful:
- Be transparent. People on the internet are suspicious of everything you encounter and if it seems like you are not clear with your message, that you attempted to limit the discourse about your brand or that you are hiding some information, then your brand is doomed in social media.
- Show case who supports you. Social media is about the people more so than the brand. Show case the people who support your brand, celebrate them and highlight them in sections of your Facebook page and RT them on Twitter. If you feel that you need to hide your supporters, then your brand is shameful!
What do you think NOM and their usage of social media? is it effective? Let us hear your thoughts.