Nonprofit Social Media Marketing

Posts tagged ‘facebook’

Delayed Gratification

Social media wordcloud

One of the most irksome aspects of marketing is its difficulty in measuring Return on Investment. Essentially, marketing needs to pay for itself and then some in order to make an organization more profitable. So some businesses see mediums like social media and other relationship building strategies as useless  or wasteful because they don’t see fast results. To reiterate, this type of marketing builds relationships with your stakeholders and will pay off in the long run (making it difficult to measure ROI). So here is an awesome Forbes article I found explaining why this type of marketing is worth the dough. I’m not trying to be lazy, but I would write my own article about this if I hadn’t found one that so eloquently and adequately explains the benefits of social media marketing. Enjoy.

The Hidden Benefits of Social Media Marketing

Professional Nonprofit Posting

As much as I love social media, I have very few people I personally communicate and keep in contact with via social media. I have a lot of reasons for not just adding every person I’ve ever said three words to, but one of the main reasons is that I can’t stand some people’s online etiquette. For example, I can’t stand a post that says something along the lines of: “omg i just 8 a oreo! #oreosarethegreatestintheworld #loliloveeating @myfriend897r@223cookiemonsta”. The great thing about social media is people have the freedom to post whatever they like, but from a business perspective, it’s important to maintain a professional image. Because that is the case, you want to post with a few things in mind.

Relevance

  • Telling your stakeholders you ate an Oreo cookie might not be appropriate. However, a post about an upcoming event, or relevant news is something your fans are more likely to be interested in. If you post things they aren’t interested in, followers may unfollow you.

Timing

  •  Post at the right times. There are times when more people are active on Facebook and Twitter than others. For Twitter, that time is between 9:00 a.m. – 3:00 p.m. (specifically 1:00 p.m. – 3:00 p.m.) Monday -Thursday. For Facebook, it is 1:00 p.m. – 4:00 p.m. Monday – Friday (best time is Wednesday at 3:00 p.m.). However, it is important to remember that though there are a lot of people on these mediums at this time, you are competing with everyone else who is also posting at these times. So you really have to capture people’s attention. Use a picture or a link or both.
  • Post enough to stay at the top of their mind, but not so often you are annoying. This depends on your organization and the social media you are using, but I would recommend posting less than once per day on Facebook and twice per day on Twitter and more than once every three days for either. Again, posting too much can easily cause people to unlike or unfollow you.

Grammar

  • I love it, and I’m one of few. But there’s a reason grammar plays an important part in communication — to avoid confusion and get your message across. Something as simple as an incorrect usage of its versus it’s can make your brand look unprofessional. The same goes for spelling, especially when it’s such an easy thing to check.

Aesthetics

  • Make it simple, clean, and to the point. Don’t overuse hashtags and Twitter links. Make sure your writing is easy to understand the first time you read through it- you might not get a second chance.

Implementing these tactics will result in a more credible brand image and more followers who are likely to take action!

Nonprofits Via Facebook

Facebook is the top social media site today and many companies and organizations use it as a means to communicate with their customers and build their reputation. However, unless these attempts are done effectively, they bear no improvement in reaching consumers and can even harm reputation. For nonprofits, it is extremely important to do these two  duwellthings, and do them well. Here is how nonprofit organizations can utilize Facebook effectively to create positive change. Here are some pages used to research for this post:

Tips for Nonprofits on Facebook

How Nonprofits Use Facebook 

Show (Don’t Tell) What You Do

best-and-worst-times-to-post-on-social-networks-infographic

Images are more effective than text at conveying a story. When posting, use pictures and videos instead of long paragraphs of text to send a message. Duwell Medical   posts about once a day and often has pictures, videos, or short bits of information/facts to engage people’s attention. Additionally, post at the right time. Click the image at the left to see some interesting time statistics.

If you’re going to write a post, make it an interesting fun fact or trivia question. Create photo and video albums that are for a particular cause. The Humane Society’s Facebook page  has an album called “Hurricane Sandy Unclaimed Pets”  with pictures of animals that were lost during the hurricane and have yet to be recovered. Albums like these often entice donations because it shows how active the organization is.

Encourage others to share your newsfeeds, photos, albums, etc. One of my favorite Facebook trends right now is shareable pictures with arrows pointing to the sharer’s name that say “This Person…” One example of this is the National Forest Foundation’s  picture. When people read their newsfeed, they’ll see you shared the picture and it will point to your name. This example says ” This person loves national forests”.

Show Off your Successes and History

Show how long you have been active. Organizations that have been around a while have a lot of credibility. By exhibiting this, you may earn more donations. On the same note, share your success stories. Happy-ending posts will put people in a better mood and make them more likely to read your other stories and be more active with your Facebook account.

Manage Your Apps

Use your apps. Most people aren’t familiar with the Facebook apps that are on a page’s profile. They often read how many ‘likes’ you have, provide a link to your photos, or show a map of your location. But there are more important things to have here, such as a sign-up for an e-mail list or a donate button. National Forest Foundation has an app to sign up for their tree-mail. The Monterey Bay Aquarium’s page  currently has a “Countdown to Cuteness” button that features otters, sweepstakes, and asks for donations! That’s an effective marketing mix! Another potential app:  A donate button! It’s amazing how few nonprofits actually have a ‘donate here and now’ button anywhere on their page. Why wouldn’t you?countdown-to-cuteness-fb

Links

Link to press coverage, link to legislation (often petitions), link to your website, Twitter, Pinterest, etc. Putting links in front of people is an effective way of making them click them!

Events

canadaseal

Facebook events don’t just have to be for physical events. Use them for special days. PETA (who I’m starting to realize are marketing geniuses) created an event March 5, 2010 called International Day of Action for Seals  and invited 58,600 people of which 23,000 said they were going. Though this wasn’t a physical event, they urged followers to post seal-related media on their Facebooks or Twitters to spread the word.

Communicate

You can talk to anybody on Facebook at any time. That’s the beauty of it. So if people are posting questions or comments on your page, you don’t have to respond to all of them, but replying to a few will show people you’re active and listening. This is what donors want!

Recent Facebook Changes

This is important. Facebook recently made changes so that many posts by pages don’t show up in the follower’s newsfeed. To fix this, ask your followers to add your page to an ‘Interest List’. To do this, they must go to your page, click the small ‘Settings’ dropdown above your apps, and click “Add to Interest List”. Then they have to either create an Interest List or add your page to an existing one.