Like it or not, give it a thumbs up or favorite it, social media is the most popular online activity right now and in some cases the most popular activity of all. Because this level of marketing can increase brand awareness, loyalty, and even lead to a competitive donor increase, social media is not just for fun, especially not if you’re an organization with a mission to accomplish. That is why having a strategy in place is so important. So we want to ask you: Do you have a strategy? Are you maximizing your social media potential?
Here’s the thing. If you have the time, savvy, and knowledge of social media, you can probably craft this strategy by yourself and learn as you go. You can enhance your presence, which will in turn enhance your ability to do more of the great things you are here to do. But if, like many nonprofits, you are spread thin, unaware of the market, or uninterested in utilizing this very useful tool, it might be wise to hire an outside consultant to help do the job for you.
Think about what sets you apart from the rest of the nonprofits out there — are you broadcasting that message? If not, find an agency that has a proven track record in your sector, and a good reputation. Note that not every social network is right for every organization, and that each platform has different audiences they reach (although plenty of overlap). Whether it’s you or someone outside of your group, research these networks and who their demographics are. You don’t have to be everywhere, but you should probably be somewhere.
It’s also crucial that you look in the mirror and answer this honest question: Do you have the content that counts? Good pictures, good writing, good video, solid updates. People want to know your news, but they want it to captivate them or move them or inspire them. If you’re not able to produce this sort of content, consider hiring a consultant who can do it for you, or who can at the very least turn your materials into more. Knowing how to leverage what you’ve captured is essential to success in the social media world. And it’s not just content creation, but also smart scheduling so that your posts are consistent and timely. Try to avoid the temptation to chase being “viral.” That is an organic experience that either happens or not, and although you can ensure and promote quality, you cannot control how others receive it or whether they share it.
Lastly, have patience. Presence in these forums are not built overnight and do take time. How are you monitoring results? Whether you work on social media yourself, hire an employee, or seek outside help, tracking results is the best way to see just how valuable this outreach has become. Be wary of having a volunteer handle your social media; constant turn over can lead to password/login difficulties, inconsistency in voice, and even brand confusion. If you assess results continuously and stick to a voice, you’ll be able to identify what your fans like most and try to understand why. Then recreate it, reshape it, represent it! One of the greatest advantages of social media is its flexibility and adjustability.
We wish you the best of luck if you’re going at this alone. Take it easy on yourself as you learn and grow your platforms. But if you’re interested in finding out more about how CharityWise approaches social media and how we might be able to help you, please get in touch! We work with numerous nonprofits in this capacity and are thrilled to share our successes in doing so. We’re all about communication, pinpointing ongoing goals, and most of all, helping you achieve them. We’re confident we can get you all sorts of new likes and favorites for all you do for the world. And we’re here to provide the answers to those questions if they’re stumping you along the way.
