In order to contend in the highly competitive nonprofit world, all charities must have a social media presence. That’s because social media provides an enormous opportunity to engage with users on a local, national, and international level.
To give you an idea of just how much opportunity exists, consider the following statistic. According to the Pew Research Center, 65% of American adults use social networking websites. That’s nearly two thirds of all American adults! But how do you market to this audience? That’s where the following tips come into play.
Limit Your Focus to What You Have Time For
Look, managing several social media accounts is a full-time job. It would be absurd to expect someone to be successful at it when they can only afford to dedicate 4 hours a week to it. That’s why you should evaluate exactly how much time you’re willing to spend on it. If you only have 10 hours a week that can be allocated to social media, then stick to the two most popular sites: Facebook and Twitter. If you have more than 10 hours, it’s time to start branching out to Instagram, Tumblr, Google+, and Pintrest.
Engage with Other Organizations and Industry Leaders
Here’s the thing about social media: it’s all about karma. If you like posts, share statuses, and comment on discussions, that good karma will eventually come back your way. It takes time though, so be patient. The best way to incorporate this strategy is to add and follow other charitable organizations. You should also familiarize yourself with notable figureheads in your field and begin engaging with them as well.
Use a Personal Approach
There are times that call for a strictly professional approach and there are times that call for a more personal approach. Social media definitely calls for a more personal approach. For example, when talking about your charity, use the pronoun “we.” Language should be natural—as if you were casually talking to a friend you’ve known for 10 years. With that being said, avoid awkward words or phrases.
In conclusion, make sure you have fun with social media and don’t be afraid to share content that isn’t directly related to your organization. For example, go ahead and share that super cute cat photo. Go ahead and retweet that story about the millionaire who gave a thousand bucks to a homeless man. Go ahead and take the time to post an inspirational quote. Your organization will be seen as being more human, and that’s how you’ll attract a large following.