With social media attracting a wide range of consumers, nonprofit organizations are quickly discovering that being on social media could be a competitive advantage. Almost half of Americans get their information about nonprofits and their causes from social media. However, simply joining social media is not enough. Just like any other strategy, social media requires time, money, clear objectives and a whole lot of effort in order to be successful.
Pros and Cons
A shortage of staff, resources and knowledge of either the technological or broad side of social media may potentially impede over companies’ success.
Even if companies are fortunate enough for this to not be the case, executives still may avoid dipping their toes in because of social media’s overwhelming and, at times, mysterious nature.
However, the passion a current advocate holds toward the organization’s cause is a huge advantage for nonprofits when using social media.
If a social media user has a sizable interest in an organization to begin with, he or she is not likely to change their opinion. Unlike for-profits, which hold high value to their profit and reputation, nonprofit organizations make donating to their cause top priority. With a common passion between organization and constituency, an organization that has a social media presence serves to further strengthen this relationship.
The Importance of Appreciation
Although advocates of nonprofits recognize why their support is necessary, they are only human; feeling appreciated is at the root of giving.
Constituencies that receive appreciation from organizations, whether that be through posting a heartfelt thank you letter or a photo of a child they positively affected, will feel as though their advocacy, social influence, or donation makes an impact. The constituents’ satisfaction from “doing good” will, as a result, benefit the company’s image, reputation and cause through their constituencies continued support.
Can’t Stop Now!
With that being said, when an organization takes the first step toward effective social media practices, there is no going back.
The importance of maintaining momentum and the enormous potential for positive feedback from constituents who are already engaged in social media leave organization’s with no other option! Once a constituency interacts with an organization, they are much more likely to continue their relationship with the organization in the future. So, what is there to lose?l
Under the umbrella strategy of social media are a wide range of platforms which attract varying constituencies. Since tactics for social media are very much dependent on the platform in use, this blog will go in-depth among four of the most popular social media platforms, discussing the best ways nonprofit organizations can utilize social media to increase funding and awareness.