In today’s age of the “constant connection” to the web, social media platforms are the most important gateway to present your non-profit to an audience. Whether you are simply wanting to build a following through Twitter, engage with interested followers on Facebook, or create a crowd-funding project through GoFundMe, it is undeniable that social media plays a vital role in driving your non-profit forward.
The problem is, many of us are fantastic at providing help to those in need, but have very limited experience managing social media. You’re not about to hire a social media manager, but you know the value in building on online presence.
We hope this list of social media do’s and do not’s will help you build a strong social media presence, and help you move forward with your goals as a non-profit!
1) Know Your Audience
This may seem like a given principle, but it is #1 on the list because it is absolutely fundamental to gaining momentum. If you’re a non-profit with a focus on South American development, go for the “low hanging fruit” so to speak…create a community of people who are also interested in South America. Keep your posts and content focused on South America, keep your stories centered around South America, keep your personal anecdotes about South America…if you broaden your content too much, you will dilute your message and not appeal to people passionate about the same things.
2) Consistency
This is one of the most vital parts of social media. Be consistent in as many aspects of posting as you can – post on the same days, around the same time. Post similar content, or at least content with a similar theme (such as our South America example). If you are using a photo-posting platform, such as Instagram, Snapchat, or even Facebook, make sure all your images have some similar elements. (for example stick with a main color, like blue…your pics would all be oceans, rivers, pictures with blue skies, etc.).
Also, keep your message consistent…the way you phrase and caption images, how you interact, and the hashtags you use should all be relatively close.
3) Interaction
In life, the easiest way to make friends is to simply to talk to them. This goes the same for social media; it will go miles for you if you can engage with your viewers…if they ask questions, or leave comments, be sure to respond in a timely manner (24 hours at the most). Engaging in conversation makes your non-profit “real people”, in a way, and not just a business name.
4) Don’t be afraid to prune platforms
Not every social media platform is right for every not-for-profit company. If you’ve given it your best shot with a specific platform, and you simply aren’t gaining any followers or finding a return on the time invested, shut it down! It’s better to not be on a given platform at all, than to have someone search and find that a page that is low in followers, engagement, and not up-to-date. If you are just starting a social media presence, Facebook is one of the best options, as it gives you the ability to post pictures, links, and videos, as well as build reports on what is and isn’t working for your social media.
The final point, which may be the most important, is to have fun with it! If you show your own personality through social media, it will help followers feel more comfortable with you, your company, and any opportunities to invest with you when the time comes.
These are some extremely basic rules of thumb, but should give you a bit of a framework to start from. In the coming weeks, we’ll visit a few of the main social media pages, dive a little deeper into what each one has to offer, and how to make the best use of each platform.