Nonprofit Social Media Marketing

Posts tagged ‘social media marketing’

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.


  • 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.


  •  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.


  • 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.


  • 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- What, How, When, and Why to Twitter

To be completely honest, no, I don’t use Twitter. It’s extremely addictive and seeing how much time I spend on Facebook, I don’t think anything would get done. However, Twitter is extremely effective when used for companies and organizations–specifically nonprofits. Here’s some tips on What, How, When, and Why to Twitter (tweet) with some help from Sprout Social and Social Brite.

What Twitter:

Twitter is a great way to spread the word about your organization- especially because it’s essentially free publicity. Here is a list of ways that Twitter can be useful to nonprofits.

  • Twitter –> Website

event_elephant_enTweets can include pictures, videos, retweets, hashtags, and url’s. This means that organizations can post a multitude of media that links followers to the homepage where they can then learn more about the company and potentially donate or commit to volunteering.

  • Twitter –> Awareness

Tweets are short and sweet. Therefore, followers are more willing to read tweets than long articles or stories. Something like “Save the Elephants”  will definitely get people’s attention quicker than a long paragraph about saving elephants. Followers are also more likely to read your tweets because they’re often on Twitter while at work. And when the choice is either: do work or read this tweet about how I can save elephants, people will opt for the latter.

  • Twitter –> AZOO_0201-380x293ctivities

People like to know where their money is going (assuming they are donating) or how they can volunteer (assuming they are interested). Thus, posting tweets about how your new Koala Exhibit is opening soon will show patrons they helped to fund it. And tweeting how or when to volunteer may increase the number of people willing to help your cause.

Ultimately, all of these actions can benefit an organization in one way or another, it’s just a matter of engaging your supporters in the right ways. Here’s 5 Twitter Tips to make your tweets more effective.

How Twitter:

  1. Make your tweets emotional by using pictures or videos. Use a personal voice that allows people to relate to you and your cause.
  2. #Use hashtags. They are synonymous with causes and allow others to communicate your cause to their followers. Catchy hashtags will also be more memorable. This blog has some great nonprofit hashtags. Additionally, creating hashtags for certain days such as #meatlessmonday or #rescuewednesday will encourage people to engage in certain behaviors on that day such as being vegetarian on Mondays or reading about rescued animals on Wednesdays.
  3. Your tweets should be about more than your company. Retweet what your followers have said or what a fellow nonprofit has tweeted. Don’t make people get tired of you. Also, respond when people tweet at you. No one likes to be ignored.Best_Time_To_Post
  4. Use keywords in your tweets to increase Search Engine Optimization which will allow people to search for your tweet. Keywords also help followers understand what you’re trying to say just by skimming.
  5. Tweet certain things at key times (which I’ll talk about in the next section) by using Twitter management programs such as Hootsuite, which allow you to schedule what you want to tweet and when it will be tweeted.

When Twitter:

When you tweet is almost as important as what you tweet. People are often on Twitter while at work or bored, but not during dinnertime.  One such approach is seen on the infographic on the right (click the picture and then click again to zoom). Essentially, Twitter gets a lot of traffic from 9:00 a.m. through 3:00 p.m. The most traffic is in the early afternoons.

Why Twitter:
Twitter is free, effective, manageable, emotive, and involved. There’s no good reason not to use Twitter for your nonproft.