Instagram, Twitter, Facebook, SnapChat, Youtube—to some, this list is a massive part of daily life. To others, it’s a quick form of connection or entertainment or maybe even a completely foreign entity. No matter how you view social media,with more than 3 billion active users, you can’t deny the monumental impact it has on today’s world.
In the wake of the pandemic, social media is more important than ever. In a survey by the Harris Poll done in May, 51% of respondents reported an increase in social media usage since the COVID-19 outbreak. Of that number, 60% r were ages 18-34, 64% ages 35-49, and 34% ages 65 and up.
Spokes published A Nonprofit’s Guide to Communication, in which we highlighted a few different social media platforms and how to use them, with features and demographics.
But how can you leverage these platforms to reach as many people as possible and make a significant impact? Here are five ways nonprofits can gain influence on social media.
Use platforms correctly.
When employed correctly, social media has the power to reach your target audience and relay your mission effectively.
- Using demographics of your supporters and donor personas, choose the platform that will reach them best.
- For example, Facebook is a more universal option that can reach a larger and generally older audience. Instagram can reach a Millennial audience, and TikTok can be used to reach a very young audience. Although charming, TikTok is most likely where you gain followers,not donors. These are important aspects to keep in mind when choosing platforms for your organization.
- For organizations using multiple social platforms, tailoring your content to each one is necessary for meaningful engagement. For example, Twitter is often used for short blurbs and updates while Instagram relies heavily on visuals. Posting the same information in the same form across platforms will not be nearly as effective as adapting to each style of communication.
Making your audience feel heard and acknowledged is one of the most critical aspects of an impactful social media presence. When followers comment, message, or ask questions, make sure to respond meaningfully and in a timely manner. Engaging with your supporters is a crucial way to keep them interacting with your content in the long term.
Choose engaging visuals.
According to studies compiled by HubSpot, Facebook posts with images see 2.3 times more engagement than those without, and tweets with images receive 150% more retweets than those without images.
- High-quality and eye-catching photos are a great way to earn likes and shares on social media.
- Videos have proven to be the most engaging form of visual media. Live videos are also popular on platforms such as Facebook and can be entertaining, informative, or both!
Choose interactive content when you can.
Social media platforms have many different ways to make content interactive. This way, your organization can surpass simple scroll-bys and gain insight from your followers. Examples of interactive content include polls, questions and answers, tagging others, and surveys.
Fundraising on social media can be a great way to raise money for your nonprofit and to raise awareness for your goal through likes and shares.
- Set a monetary and time goal for your fundraiser, and make any donation links easy to find.
- Explain with visuals or infographics how the donation money will help your organization.
- Encourage your followers to share your fundraiser.
- Post often, with varying forms of media.
Social media is one of the best ways to connect with your organization’s supporters. When social media is used effectively, nonprofits can share their mission and expand their reach to people and places not previously known possible.