Social media and not for profits - it's exhausting working out what you should be doing?
Social media has been a great asset to charities over the last few years. The Ice bucket challenged proved that it can have massive organisation changing impact, if you have something which goes viral and resonates with the population. However this increases pressure on charities to find their "viral moment" something very well paid social media managers spend hours scratching their heads over and failing to succeed at. The bar for organisations can not be set at "internationally viral" it needs to something challenging and achievable -
Take a look at this article from electric putty about charities winning at social media. It features larger charities but are there ways you could use those ideas within your smaller base, particularly around local hashtags?
Think about how your board is supporting you? we hear from a range of organisations, some who have fully taken the plunge and others who are still holding back, unsure about what they should be doing, could be doing and even more unsure about who should be saying what.
Changes over the last few years:
On social media, it's often been said that "content is king" whilst content is still really important, what is key is engaging, useful material. Mediocre content just doesn't cut it any more as there is increasing competition for space online. Look at this tweet from Brass Bands England - it's a fun way of drawing attention and cutting across the noise. We need to create content which get's interaction from people.
Did you know that every time someone switches on their Facebook feed there is a potential of 15,000 pieces of information ready to go on that news-feed, (things such as birthdays, friend updates, news, business updates, promoted posts, adverts etc) Facebook has to decide what is most relevant to that person. They do this by looking at how popular a piece is - the less popular then the less likely it is to show up in the news-feed. They use this to decide whether your content should be shown to your audience, those who have chosen to like you. If your content has few likes and comments then Facebook think that you are writing content which has little relevance to people so they do not push it onto news-feeds, conversely if you get lots of comments and shares then they will push it onto news-feeds because they see it as valuable to the community.
So what can you do? Educate your supporters and ask them to like and comment on your posts, particularly in the run up to a big campaign. People often do not realise how valuable a like and a comment is, it's a great way for supporters to help you.
Look at your content - how share worthy is it? Are you providing content that is useful to people or just shouting at them?
Finally - if you have good content but not much traction, then look at advertising. There is a handy guide here and it is far less expensive than traditional advertising, just be sure to set your budget limit and refine down who your audience is. Want more inspiration, take a look at this blog from Lightful - three charities who are winning at twitter.
Let us know your top tips for social media and any not for profits who you feel are doing good things on social media.