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Kristie Sheppard

5 tips for nonprofits to improve social media engagement

Kristie Sheppard | December 7, 2016

Can you believe that mainstream social media didn’t launch until the 2000s? Since the early days of MySpace and Friendster, social media experienced significant and rapid growth. Now, there are hundreds of social platforms worldwide. It’s impossible to have a strategic presence on every social network, even for the largest companies in the world. In fact, most businesses only manage 2-4 social channels truly effectively but for a good reason, audience participation.

It’s important for any business but nonprofits specifically, to strategically determine where audiences interested in your organization are on social. Nonprofit organizations can effectively manage social platforms even with smaller staffs, budgets and resources. We recommend using major platforms that engage with the most users: Facebook, Twitter, Instagram, and, if you’re on the trendsetting side of social media, Snapchat. With your social channels selected, your organization can focus on audience engagement.

Once upon a time, the number of followers/likes was the measurement of success on social platforms, but now success is measured by engagement. Why? Engagement translates to conversion rates – conversion to becoming a donor, attending events or joining your mailing list. Nonprofits want to see these actions as a result.

It is common knowledge that nonprofits struggle with resources of time, money and staff so we are recommending five tried and true strategies to increase engagement on your social media platforms.

  1. Get visual

Add photos to your posts on Twitter and Facebook. Share behind-the-scenes images. Show your donors what your group does! Photographs garner more engagement than text-only posts. Remember, “A picture is worth a thousand words.”

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Using video to host interviews and show behind the scenes content of your business or event allows audiences to feel included in something special.

  1. Spark a conversation

Use social media as a way to dialogue with your audience. Social media has the power to serve as much more than a bulletin board. Engage your followers in conversation instead of just announcing information. Ask for their feedback. Find out what they want from the organization. Developing an online relationship will increase conversion rates.

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Start a conversation and continue it. Pets Lifeline monitored their Facebook feed so when Renaissance Sonoma commented, they were ready with a response to further the conversation.

  1. Get engaged

Just like you want engagement on your page, other pages want your engagement too! Get in the conversation. Follow like-minded groups and sponsors. React and reply to your followers’ posts. Share, with comments, what others are saying. Increasing your engagement with others will raise your social profile and expand your audience.

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Show your gratitude to other businesses on social channels, making sure to tag the business and others involved to lengthen the reach of the post, ultimately boosting engagement.  

  1. Be different

Every social platform has a different style and audience. Don’t just link your accounts so the same posts hit multiple platforms. While that is the easy way , it is not the effective way. The photo you use on Instagram needs different content on Facebook. You may tag different groups on each platform. Hashtags are most effective on Twitter and Instagram. The more hashtags you use on Instagram, the larger your reach, but on Twitter your text is limited.

  1. Pay to Play

We understand you might not have a social media budget. But don’t run away yet. Advertising and boosting posts on social media is one of the most cost-effective and targeted ways to increase engagement and grow your audience. Boost a post with a compelling image of why someone should donate, advertise your event or boost a post about how to join the newsletter. For as little as $25 a month, you can get great results.

Bonus Content: More tips to stay trendy on social media.

We always recommend starting with the development of a strategic social media plan, especially when multiple people from one organization are responsible for social media efforts. Success can only happen when the same messaging is consistently shared with your audience. For additional information, visit www.abrightideaonline.com.

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