Do you use social media to keep in touch with friends, family, colleagues or acquaintances? If so, then you’re among the estimated 65 percent of all adults using social media. Whether you tweet, pin or post, social media has become an important communications channel for nonprofit marketing.
The Top Three Social Media Sites for Nonprofits
You probably have your favorite social media sites, but some seem to work best for nonprofit communications. The top three social media sites for nonprofits are:
- Facebook: Facebook remains the social media site of choice for most nonprofits, and it’s no wonder. The site consistently ranks as the most visited site in the world with 09 billion active daily users. Nonprofits can share stories, webpages, blog posts, graphics, videos, and more, reaching an enormous audience who care about their cause.
- Twitter: Saying what you need to say in 140 characters or less is tough, but Twitter’s newer features, including the ability to share pictures, makes it appealing for more people. Nonprofits who need to get the word out quickly about an immediate need or cause can do so via the rapid-fire delivery of the Twitter system. Twitter has 115 million daily users, far less than Facebook, but those users prefer the short, direct messages the site sends.
- YouTube: YouTube, owned by search engine giant Google, is an enormous repository of videos. Anyone can establish their own YouTube “channel” and upload videos. Nonprofits who want to reach out personally to potential supporters by sharing videos of events, constituents, or the groups they serve can find no better way than through video. About one-third of the entire world’s population watches YouTube.
Nonprofits are using social media daily, with posts going out at least once a day (often more frequently). The person sending out those messages varies according to the nonprofit and its organizational structure. In some larger nonprofits, a director of communications handles the lion’s share of PR, digital communications, and social media. Other staff positions responsible for social media include executive directors and developmental directors, who may be tasked with both social media and other communications related to their programs.
Social Media Trends for Nonprofits
If your nonprofit doesn’t have a written social media management policy, it may be time to create one. A simple policy that spells out which sites your organization has a presence on and who has the final say about what goes on social media can help you stick to your message online.
More importantly, a specific social media policy can prevent media faux pas that can be a nightmare to clean up. One single mistake can derail a lot of good work by raising the ire of your constituents or creating negative press. Sites like Twitter create a unique, publicly accessible URL for every message you tweet. That means that even if you erase a message from your Twitter account, it may already be too late; it could be shared or indexed, making it even more difficult to remove.
Social media use and sharing policies should include instructions on who may post and who is delegated to check and respond to messages. Followers, fans, donors and constituents may choose to communicate with you via your social media sites. Be sure to have someone tasked with monitoring and responding within 24 hours to messages on social media. The instant nature of these sites has made quick responses important. People expect fast responses, and if they don’t get them, they can feel slighted.
Enduring Value in Nonprofit Consulting from Beck & Company
Social media started out as a trend, but it’s here to stay. At Beck & Company, we believe that any trend that offers enduring value is something of note. We hope that this information helps your nonprofit achieve its mission more effectively.
Beck & Company is an accounting and business consulting firm for the nonprofit industry. We have many years of experience and a staff with direct, hands-on experience in the nonprofit world. For more information, contact us online or call 703-834-0776.