There is no question that social media has been a topic of conversation recently, and a not a good one. From politics and hate speech to data mining, there is no doubt that it has been used for negative purposes. However, the need for positive messages could not be more urgent and that’s where your nonprofit comes in. Nonprofits act as a force of good and positive energy so it’s time to invest and we mean really invest in a well thought out social media strategy. Not only is it good for the world but it’s good for propelling your nonprofit forward into a future we can all be excited about! We are going to chat about why your nonprofit needs it and how to go about “social media-ing” effectively.
People look to your nonprofit’s social media accounts as a sort of “proof of program”. If you are inactive on social media, do you even exist? This might not mean being active on Instagram, Facebook, Twitter, LinkedIn and Pinterest. Instead, it means picking the social media platforms that target your audience and crafting a strategy that appeals to them.
Do you have an older target audience who spends more time on Facebook than on Twitter? Or are you looking to attract Millennials with an in-depth Instagram strategy. With the data to back it up, you can focus more attention on the channels that matter.
Social media accounts also increase your nonprofit’s overall exposure. By putting your brand and programs out there, you introduce yourself to potential donors on a limited budget. In addition, social media accounts offer another platform for you to call attention to current fundraising campaigns, open positions, program successes and upcoming events and broadcast it on a larger scale.
So your nonprofit needs it and the world needs it but this doesn’t mean just assigning an intern to “social media”. Your organization needs to invest and we mean hire someone who is dedicated to only your social media communication. Why? Well social media is a living, breathing extension of your nonprofit. You want someone who can respond to questions online and troubleshoot when problems come up. Hello, crisis plan. This is when there is a negative review or other urgent situation that pops up. You don’t want your two-day-a-week intern tasked with this sort of situation. Instead, having someone who knows what they are doing with a preconceived strategy ready to tackle this is essential.
People now use social media as a method to communicate with businesses and nonprofits. If your nonprofit isn’t responding quickly to requests with relevant information, then you are going to lose important supporters and encourage bad reviews.
Why else is a dedicated social media staff member also essential? Your social media strategy should include strategic goals and methods for evaluating success. Think about your development staff who has monthly goals to hit, numbers to look over and reports to the board. It’s the same thing and it’s a full-time job, folks.
If you are interested in learning more about how to effectively leverage your social media channels to raise more money and boost engagement, join us and Julia Campbell for her webinar about storytelling on social media. You don’t want to miss it! Register below.
