Social media has become an important part of outreach for nonprofits as well as customer/client/donor relation management for nonprofits and for-profit organizations. Social media provides agencies with a way to connect with their clients in a real-time way to provide updates, address complaints, and continue to engage stakeholders. (Young, 2017)
Before exploring social media for your nonprofit it is important to determine what you hope to achieve with your social media presence. For instance, some organizations post primarily organizational related information (such as links to their crisis line number and events), while others post pictures and motivational statements that go beyond official crisis line communications into general wellness.
Bernritter, Verlegh, & Smit (2016) discovered that brand warmth, and a desire to publicly affiliate with positive organizations made users more likely to “like” nonprofits on social media, rather than competence. This means that nonprofits have an opportunity to build a strong brand online.
Wyllie et. al. (2016) showed how social network analysis (SNA) can be used to identify new stakeholders and potential by donors by looking at who engages with your organization and who those people are connected to; this can provide avenues for expanding fundraising efforts; additionally, when posts go “viral” (experiencing wide distribution) they may be seen by potential future donors and supporters.
Finally, Goldkin (2015) identified multiple advantages to nonprofits who use social media including fundraising, advocacy and policy changes, and the ability to directly engage clients or service users.
Facebook is the most common social network in the Western Hemisphere according to Vincos (2017); it allows users to “like” and comment on posts. Facebook Insights allows you to see the engagement that each post received, including likes, comments and shares.
The biggest advantage of Facebook is that it allows you to communicate deeply with your clients and potential donors, who may share your posts. Unlike Twitter, there is no 140 character limit so you can tell your story without feeling constrained or limited, including images or videos.
Huang, Lin & Saxton (2016) describe the social media marketing of HIV/AIDS nonprofits, in order to examine what strategies worked well. They explained one-way informational messages and calls-to-action or event messages generated less user interaction than two-way dialogues.
Twitter, despite its fame, actually has fewer users than other social networks. At 300 million users, it pales in comparison to Facebook’s 1.59 billion, and even Instagram’s 400 million (Adweek, 2016) Twitter’s advantage is that nearly 3 in 4 of their users are outside of the US. For nonprofits that serve international audiences Twitter can help you match these donors and clients.
Twitter contains a 140 character limit, requiring message to be short and sweet.
Other Social Networks
There are a variety of other social networks that can be used for nonprofits to communicate with their clients. The exact networks chosen will depend on your audience. For instance, Instagram requires photos and videos, versus Facebook’s use of text, videos or photos – however Instagram’s engagement by user is higher than Facebook’s. (Nwazor, 2016)
Networks for nonprofits to consider include:
Hootsuite describes their goal as “managing all of your social media marketing efforts from a single dashboard. With Hootsuite’s platform, you get the tools to manage all your social profiles and automatically find and schedule effective social content.” (Hootsuite, n.d.)
Hootsuite allows you a dashboard in which you can see and make posts on all of your social media profiles at once; this makes it much easier for you to maintain regular posts on all your profiles in much less time, and to send a consistent message to your donors or clients.
Adweek. (2016) “Here’s How Many People Are on Facebook, Instagram, Twitter and Other Big Social Networks”. Retrieved on April 2, 2017 from http://www.adweek.com/digital/heres-how-many-people-are-on-facebook-instagram-twitter-other-big-social-networks/
Bernritter, S. F., Verlegh, P. W., & Smit, E. G. (2016). Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism. Journal Of Interactive Marketing, 3327-42. doi:10.1016/j.intmar.2015.10.002
Goldkind, L. (2015). Social Media and Social Service: Are Nonprofits Plugged In to the Digital Age?. Human Service Organizations: Management, Leadership & Governance, 39(4), 380-396. doi:10.1080/23303131.2015.1053585
Hootsuite. (n.d.) “Social Media Marketing & Management Dashboard – Hootsuite.com” Retrieved on April 2, 2017 from https://hootsuite.com/
Huang, Y., Lin, Y., & Saxton, G. D. (2016). Give Me a Like: How HIV/AIDS Nonprofit Organizations Can Engage Their Audience on Facebook. AIDS Education & Prevention, 28(6), 539-556. doi:10.1521/aeap.2016.28.6.539
Nwazor, T. (2016) “Faceoff: Instagram versus Facebook, For Business.” Entrepreneur. Retrieved on April 2, 2017 from https://www.entrepreneur.com/article/280833
Vincos. (2017) “World Map of Social Networks” Retrieved on April 2, 2017 from http://vincos.it/world-map-of-social-networks/
Wyllie, J., Lucas, B., Carlson, J., Kitchens, B., Kozary, B., & Zaki, M. (2016). An Examination of Not-For-Profit Stakeholder Networks for Relationship Management: A Small-Scale Analysis on Social Media. Plos ONE, 11(10), 1-20. doi:10.1371/journal.pone.0163914
Young, J. A. (2017). Facebook, Twitter, and Blogs: The Adoption and Utilization of Social Media in Nonprofit Human Service Organizations. Human Service Organizations: Management, Leadership & Governance, 41(1), 44-57. doi:10.1080/23303131.2016.1192574