Over a century old, the Sierra Club is America’s premier environmental non-profit and one of the most well respected advocacy groups around. Not surprisingly, they’re doing a great job of leveraging their following and creating a vibrant social media presence.
Sierra Club has done a great job with their landing page. It’s topical, to the point, and powerful. Users immediately see the copy “Beyond Oil” and a call for Americans to take action and move beyond oil. Below this is an email capture form, and links to join Sierra Club and see current actions. The layout is simple and user friendly.
The Sierra Club is also doing a great job on their wall. With over 60,000 people who have “liked” the page the wall is extremely active. Posting a mixture of environmental news and Sierra Club news, every post receives numerous, vigorous comments and likes.
Not too surprisingly, they’ve also done a superb job with their Twitter page. It’s well-designed with a beautiful picture of the American landscape. On the left side of the page, there are links to the Sierra Club website and other Sierra Club Twitter accounts. Many Twitter pages have links superimposed on the image. I think the Sierra Club has done a particularly tasteful job of this, however.
In terms of posts, they’re doing all the right things. They maintain a steady cadence of a few posts per day. They post a mixture of environmental news, as is appropriate for an environmental organization, and RTs from other Twitter accounts, relevant hashtags, etc.
YouTube
The Sierra Club isn’t excelling to quite the same degree with their YouTube page, but it’s still a strong effort.
The channel includes a nice mixture of content: videos featuring the Sierra Club Executive Director, PSAs, environmental tips, updates from important events, etc. Many of these videos are lacking views –a YouTube link should be displayed more prominently on their webiste and Twitter page and promoted elsewhere- but it’s great content.
Flickr
People love to take nature photography, and Sierra Club has really used this to their advantage with its Flickr pool. There are currently almost 17,000 images in the club’s Flickr pool –which is excellent.
They include one photo from the Flickr pool in their daily Ray of Hope emails. This is a great way to feature their members and a positive (and free!) way too encourage more people to contribute to the pool.
Sierra Club is precisely the type of organization that is suited to take advantage of the social web, and they’ve certainly lived up to that potential.
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