Five Essential Social Media Tips For Non-Profits
Non-profit organizations have a big benefit when it comes to engaging their audience with social media. Non-profits serve a large group of loyal people who all aim for the same goal and like to work together to achieve that goal. These people love to show their affinity with this goal. An every social marketeers dream, right? However, a lot of non-profits still don’t use the power of social media.
In this article, I’d like to give some pointers for the use of social media for non-profit organizations to make use of social media to engage their audience in a better and more useful way.
1. Implement social media in the marketingmix.
Its a thing a lot of marketeers do these days, is using social media as a sidetrack, a small project next to the big budget media campaigns. A waste if you ask me. Social media should be embedded in as many as possible media expressions as possible. If you won’t define the channels where your audience can talk about your brand, your service or your product, they’ll create their own spaces. And then you’ll loose the only small piece of control you could ever own. Even worse, your audience will be in control in defying your brand.
2. Stop thinking campaigns, think communication.
Your ambassadors don’t stop giving time, effort and money after a predetermined period. They want to socially identify themselves with your organization for a longer period then just a few months. So if you decide to launch a tool to make them put your organizations widget on their profile to make a statement, make sure it’ll stay there for as long as your ambassador determines, not you.
3. Make content easy to spread and easy to find.
Your audience is eager to spread. They love your theme, love your organization, love your message, love your targets and love to share the identity that is related to your organization online. So make your content embeddable, easy to spread and easy to find. Did you know that Youtube is the second biggest search engine in the world? Wouldn’t it be foolish to put your video content in a video player that can only be used on your organizations website? Your audience would love to share that video on their Facebook, their blog or any other kind of social communication website. Make it easy to spread and find content.
4. Create an engagement platform.
If I’m a fan of a non-profit organization, I would love to share my opinion on global issues, share my expertise to improve the world and like to discuss this with peers that are also fund of the goals of the organization. Where would I share these thoughts? Send the organization an email? Try to gather around friends that share the same passion? Probably there is someone at the other side of the country, thinking just about the same. We could amplify our thoughts if only we could work together. A social platform could facilitate these co-operations .
5. Mind the new generation, they’re coming and they’re coming fast.
The new generation, the kids that were born after 1985 form the group that grew up with digital media, is coming. Call them generation Einstein, generation Y or digital natives. Its a generation that’s online 24/7, knows how to handle new media and uses the internet as an intense communication channel. Maybe they’re your primary audience. Maybe they’ll be in 5 years. One way or the other, you have to be prepared for them. If you don’t start now but at the moment they do are your primary audience, it’s already to late and your competitor will be the charity organization where they will spend their money and time.
Footnote: Social media should become an essential element of your organizations communication. Embed it into your DNA and make it succesfull. Don’t just float around some testballoons, find the correct agency that is able to handle the demand of your audience and go full throttle. Your target audience needs it!
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