Tapping Into The Power Of Social Media

Twee.t it. Post it. Instagram it

Crowned the king of communication, there’s no denying that social media is thriving worldwide. And while you may be thinking that millennials — not your donors — are the only ones obsessed with social media, think again:

• According to Pew Internet Research, 29% of internet users with college degrees use Twitter.

• YouTube reaches more 18- to 34-year-old than any cable network in the U.S.

• According to Pew Internet Research, Facebook is the most widely used social media platform by Americans who are online. Facebook constitutes 79% of American internet users, Instagram constitutes 32% of users, Pinterest 31%, and LinkedIn and Twitter constitute 29% and 24% respectively.

• 76% of Facebook users visited the site daily last year with over 1.6 billion daily visitors.

• 51% of Instagram users engage with the platform daily.

The time is now to embrace social media to effectively communicate with your donors. Even if you have been using social media to spread your message and generate donations, there are always new and unique ways to further tap into its power. Here are a few of them:

Be Engaging

With so many brands competing for attention on social media, it’s no surprise that engaging content is key. Brands need to balance keeping their audience interested and sending too many posts or requests for donations.

Our company leverages our social media channels to engage, inform and build relationships with our donors. We work to remain transparent and communicate our most pressing needs, explain how donors can help, and then share real-time results of their support. We aim to provide stories, updates and facts about how their contributions are making a difference and we let them know exactly where, when and how their gifts are being used. We connect them directly to the cause and the people they are serving.

Facts tell, but stories sell. That is why video is the No. 1 optimized asset on social media and search engine platforms. We create compelling videos that tell facts and share stories to help showcase our work to donors, sponsors and supporters. This may sound overwhelming for nonprofits, but developing an editorial calendar for videos and campaigns to implement throughout the year makes this manageable and attainable.

Give Your Content A Boost

You can have the best, most engaging content on Facebook, but your content needs to be seen. For brands, social media is not free. The platform is free and you may organically grow your audience, but ensuring your content is seen by your audience is another story.

Between January and July 2016, publishers saw a 52% decline in organic reach on Facebook due to too much content being published and Facebook only displaying content most relevant to its members. A blend of organic and paid strategies is both imperative and mutually beneficial for a successful social media campaign. I suggest complementing your social media efforts with a pay-to-play strategy by letting posts run and gain organic traction before boosting them. Maximize Facebook reach by using a combination of conversion ads, fan acquisition ads and boosted posts as your strategy.

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