Top 10 Tips: Social Media for Nonprofits

We’ve put together what we think are the top ten things which any nonprofit organization needs to know about using social media such as Facebook and Twitter:

1. Know your Purpose.
Remember when everyone just wanted to have a web page, but wasn’t sure what to do with it? That’s where social media is right now. Don’t just create a page for your organization on Facebook for no reason other than to have one. Think about what your goals are for it, and how it fits into your organization’s other marketing and communications initiatives.

2. Conversation is the new Content King.
This is what social media is great at – engaging people in a conversation about your organization and your organization’s work. But remember it still starts with great video, photo, and article content – that’s the content that generates conversation: the new content king.

3. Keep it Fresh.
Posting fresh content generates fresh conversation, which in turn generates fresh and sustainable engagement. On the other hand, stale content generates, well, pretty much nothing.

4. Build Fans and Followers.
Having a Facebook page with 5 only “Fans” not only looks silly, it’s pretty worthless. Remember that every time someone Fans you on Facebook your organization’s name appears in the “stream”, giving you exposure to everyone in that person’s network (the average person on Facebook has 130 friends, so if you can get 1,000 fans your organization is then exposed to as many as 130,000 individuals). And anyone who Fans you on Facebook or Follows you on Twitter has effectively opted-in to be on a list you can send messages to and who will receive notification overtime you post new content. That’s an incredibly valuable asset to any organization.

5. Waiting for Lightening to Strike isn’t a Strategy.
Everyone wants to post a video about their organization and have it viewed 10 million times in the first week. But everyone wants to win the lottery, too. Content is spread and shared when you have a large base of Fans and Followers, and when you post high-quality content which is meaningful and relevant to them.

6. Authenticity is what makes social media real and human.
Don’t bore your community with too many meaningless status updates or tweets. You are competing with lots of other messages. Make your posts of real, authentic interest to your audience.

7. Engage your Community by Recognizing Them.
Every time you make a post about your organization’s achievements, make sure you thank your supporters for making it possible.

8. Don’t forget “The Ask”.
Every communications piece from your organization should have a call to action. Sometimes it should be “Please ask your friends to Fan us on Facebook”, sometimes it should be “Please donate now”, sometimes it should simply be “Please share this important article with your friends”. You supporters want to help you, but you need to ask them and guide them to exactly what they can do to help.

9. Measure and Refine. Measure and Refine.
There’s a Silicon Valley saying that “before you can improve it, you must have a way to measure it”. Facebook has great “insights” data which is available to anyone who is an admin of your organization’s Facebook page. Look at it regularly to see whether you are reaching the right demographic for your organization. Look at the graph of “interactions” (Comments, Wall Posts, and Likes) – is it growing, or declining? Check every week to see how many times your organization’s name (or hashtag) is Tweeted on Twitter. When you post a particular piece of content which seems to especially energize and engage your audience, make note of it. More about Facebook Insights data

10. Integrate Social Media Across Your Communications.
In today’s communications world, social media is an essential part of your overall communications plan and strategy. But like everything else, it should be integrated with your other initiatives so that the branding and messaging is consistent, and the various initiatives support each other.