Nonprofit Social Media Marketing

Posts tagged ‘world wildlife fund’

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.

Nonprofit Pinterest Promotion

Though not yet as popular as other forms of social media, Pinterest has grown drastically within the past couple of years. However, it has a very specific audience. According to Forbes, it is mostly composed of college-educated females 25-44 years old. But this narrow segment isn’t necessarily a bad thing. This demographic is known for its purchasing power, which is why many companies try to use Pinterest to market themselves, including nonprofit organizations.

Nonprofits market themselves to consumers in a variety of ways, but often through educational and emotive appeals. Pinterest is a great gateway when it comes to these two appeals. Firstly, the biggest difference between Pinterest and other social networks is that it uses pictures, not writing. This visual aspect allows users to connect to Pinterest in a different way. For nonprofits, this means they can post pictures that are inspiring, sad, helpful, informative, etc.  Pictures often evoke more emotion than writing. For example,

Sad Piglet The Humane Society might say that factory farming is bad because pigs (and other intelligent animals) are thrown into tiny pens where they don’t  have enough space to turn around, suffering until they are led to slaughter, assuming they don’t  first batter themselves to death against their pens.

That’s a brutal sentence, but you can’t quite see every detail. The picture on the right, however, might really make you think twice next time you’re craving bacon. And if that’s not bad enough, a pinned video of factory farms will probably push you over the edge. Another visual tool is known as infographics. WWF’s infographic on the left is a way of being informative in a visual way to get people to remember. Pinterest also allows for links back to websites or social media when clicking on a pin. This can be a great way to get infographicpeople straight to an ‘action’ stage. PETA posts pictures of items in their store. When clicked on, these lead you straight to the item you were looking at. Click on the image of a tank-top below and it will take you to Pinterest. Click on it from Pinterest, and you will be taken to this product in their store.

Finally, I have also made a short list of tips that nonprofit organizations should implement in order to be more effective in Pinterest marketing. I referenced two blogs: John Hayden and Mashable when assembling this list and some items on the list are directly quoted from their blogs.

  • Create boards with a purpose– for example “Rescued Animals”, a board of happy endings
  • Have eye-catching images– this is common sense, but important
  • Know your audience– it’s educated women, so don’t post Monty Python jokes
  • Follow similar organizations– they might follow you too, giving you more presence
  • Follow influential people (people who have lots of followers)- if they follow you back, their followers will see you
  • Use keywords in pins and boards– great for SEO (search-engine optimization)
  • Make sure people know where/how to donate– give them a clear call to action or there won’t be any

PETA v. WWF – Whose Use of Internet Marketing is Superior?

People for the Ethical Treatment of Animals (PETA) and the World Wildlife Fund (WWF) are two global organizations that fight for animal rights. Each uses internet marketing in order to further their causes, but which utilizes the internet more efficiently? I will explore a variety of techniques and criteria to determine who has the most effective internet marketing and why.

       SociPETAal Media

WWF and PETA both have Twitter and Facebook websites. However their presence and actions on each differ greatly. PETA has about 1.66 million likes on Facebook, 364,482 Twitter followers, and tweets every 5 hours on average. On the other hand, WWF has about 653,000 likes on Facebook, 912,280 followers on Twitter, and tweets on average every 2 hours. PETA has tweeted 46,753 times. WWF has tweeted 4,961 times. What’s interesting is that WWF has a greater Twitter presence and PETA has a greater Facebook presence. PETA even posts much more on Twitter, but WWF still wins when it comes to followers. A look at YouTube will give us a better sense of overall social media presence. PETA has over 47,000 subscribers and almost 28 million views. WWF comes in much shorter with 7,615 subscribers and almost 3 million views. As you can see, there is a correlation between subscribers and views, but it doesn’t change the fact that PETA has 9 times the amount of views as WWF. Overall, PETA prevails when it comes to social media usage due to its successful Facebook and YouTube accounts.

WWF

Website

PETA and WWF are global charities and thus have well-established websites. But with the help of some analytics, we can see whose site is most effective. Marketing Website Grader, gives PETA a score of 94. PETA has a blog, RSS feed, mobile site, Facebook page and Twitter page. On average PETA posts a blog once per hour, blog posts are tweeted eight times, and they’re shared on Facebook ten times. Additionally PETA has 5,360 pages indexed by search engines and almost 25,000 linking sites. Alexa shows PETA is ranked 14,319 globally and 5,156 in the U.S. against other websites.

Unfortunately, WWF does not rate as well. WWF received a 71 from Marketing Website Grader, a much lower score than PETA. WWF has a mobile site, Facebook page, Twitter page, but no blog or RSS feed. These greatly impact the effectiveness of the website. WWF has 10,700 pages indexed by search engines- twice the amount of PETA- but only 16,000 linking sites – almost 10,000 less than PETA. Alexa ranked WWF 29,673 globally and 7,153 in the U.S. Both of WWF’s Alexa rankings are worse than PETA’s. Thus, when it comes to website effectiveness, PETA wins again due to their higher website ratings and number of linking sites. Because PETA has better social media and website presence, it is the winner in this evaluation against the World Wildlife Fund.

I do not own the below graphs. Graphs provided by Alexa.com.

BOUNCE

Alexa’s graph shows each website has a very similar Bounce Rate. PETA is red. WWF is blue.

PAGEVIEWS

Alexa’s graph shows PETA’s website has a larger daily reach percentage. PETA is red. WWF is blue.

REACH

Alexa’s graph shows PETA’s website has a larger daily reach percentage. PETA is red. WWF is blue.

TIME ON SITE

Alexa’s graph shows both websites are similar on average Time on Site. PETA is red. WWF is blue.

TRAFFIC RANK

Alexa’s graph shows PETA has a larger daily traffic rank. PETA is red. WWF is blue.