Social media is expanding faster than most of us can keep up with it. And just when we feel comfortable with a platform, it seems like we’re presented with a change of some kind. For example, Instagram introduces a new element to their Stories feature every month. And Twitter recently changed its policy and guidelines. Plus, Facebook has already made three, big algorithm changes this year.
Around every corner is a new evolution in social media. As nonprofits and social enterprises, it’s crucial that we maintain an online presence. So, how do we keep up?
Social media allows us to connect with wider audiences, and help us ultimately establish brand awareness and brand loyalty. According the New York Times Business section, “an estimated 81% of Americans have a social media account.” In fact, Facebook is quickly closing in on the two billion (with a B!) user mark. Instagram has 800 million monthly active users, and Twitter has 330 million monthly active users.
These are impressive numbers, but their implications, for our social enterprises and nonprofits especially, should spring us into action! Everyone is looking to connect with something, which is essential to being human. And everyone is also looking for a cause!
You’re cause might just be their life’s calling, but if they’re knocking and you’re not there to answer, how will they connect with you?
It’s intimidating, yet inevitable—to communicate the mission and heartbeat of your organization, you must utilize social media.
Sree Sreenivasan of the New York Times says, “LinkedIn works best when you use it as a career management tool and not just for job hunting.” We have to treat our social media accounts in the same way. They are a year-round tool that builds a community of followers, not just a launching pad for campaign and fundraising season. They are a field that requires cultivation. If we are committed (AHHH! We said the word!) and faithful over time, our use of social media platforms will yield fruit and growth.
So without further ado, let’s dive into some tips that will help your company improve at engaging with social media.
Technical and Practical Advice for Your Social Media
Before we look to specific examples of organizations that utilize social media effectively, let’s think of some practical steps to improve our social media image:
Practice brevity. Keep it simple.
Too much content can overwhelm users. To connect with your audience, be sweet, simple, and to the point with your words. Because posts like this are shorter, it requires more consistency in the amount of times you post weekly, monthly, etc. By having less written content in each individual posts, but posting more frequently over time, you will slowly and steadily build a following and connect your audience to the heart of your mission.
A nice rule of thumb is to keep each post at a one to two sentences max for Facebook, Twitter, and even LinkedIn. However, each audience is different, and you can test different lengths to see what your fans like and interact with most.
There are definitely times when longer posts are needed. Or if, for example, your brand revolves around a person, your tribe may be interested in reading longer thoughts. Instagram allows a lot more text, and people have found success with both short and long posts, so again, experiment! Or at least feel free to vary it as needed, depending on the content.
Hashtags are okay, but don’t use too many! We recommend two for Twitter, but no more than three on occasion. Use hashtags that highlight your brand, attract your tribe, or direct users specifically to the content they are looking for. For example, if your Tweet is about #fundraising, use that, but feel the freedom for your hashtags to vary with content. You can also identify more hashtags using websites like Hashtagify.me. You may even want to create a list of hashtags that work best, and swap them out regularly. (You'll see that we do that on our Twitter account.)
For Instagram, they’ll let you use up to 30 hashtags! Because there is more “room” on Instagram, you can certainly use more here, which will allow you to attract more people at once. You can now also use and search hashtags in Instagram Stories.
And though you can use hashtags for Facebook and LinkedIn, it’s not necessary.
Consistency and Frequency
Day to day and week to week, try to find a consistent time that you can post—and stick to that! It can be useful to post during peak times in social media use. Usually there’s a peak from noon to 1:00 p.m. during lunch hours, and another peak posting time at from 6:00 - 9:00 p.m. at dinner time. You might look to tools like Hootsuite or SmarterQue to help you schedule postings.
It’s good to find such general rules of time, but they aren’t be-all-end-all guidelines! Have flexibility in your schedule, periodically review it, and be willing to change your patterns to fit your audience. Using business analytics through Google analytics, Facebook analytics and insights, and tools like Hootsuite to track the viewing patterns of your audience. Look at when user activity is the highest, and then cater to those needs.
It can be additionally challenging to discover what frequency should look like for your company—whether that’s twice a week or twice a day find the perfect balance. A quick Google search will give you a lot of answers, but there really is no substitute for experimenting and trial and error. If you’re interacting with Millennials constantly, it might be that more frequent posting is necessary, however, if you targets primarily an older crowd, less postings may be best.
First and foremost, we recommend finding a consistency that you can actually execute, and then building on that along the way. It’s more important to first create the habit rather than getting behind and ditching your plan. For example, a newsletter should go out at least quarterly, a blog post should go up at least monthly, and social media should post at least once per week.
This isn’t ideal, it’s a bare minimum. But if this is all you can do to start—just start. Then form the habit, and create a plan to post more frequently. But if you’re fans, followers, and supporters never hear from you...they will hear from someone else.
Developing an Aesthetic for Your Brand
It may sound cliche, but to ensure that we’re developing a brand image for our social enterprise or nonprofit, it’s necessary that we develop an unchanging and balanced aesthetic. This means that your posts should always look like they came from your organization. It's often helpful to create templates through programs like Canva or Adobe Spark that you can use again and again. (<-- They’re free and easy to use!)
Through the use of similar colors, fonts, and symbols in your graphics, people will start to develop a sense of what is familiar, and yes, even comfortable with your organization.
Bit.ly is a website that allows users to create short, trackable links that connect to specific content on your website. (Hint: we use Bit.ly links on social media to track when our blog posts are clicked from other platforms.)
Rather than using super long links that use up half of the real estate on your social media post, use a Bit.ly link—they’re concise and even customizable. Plus, they’re much easier on the eyes! Who wants to look at a social media post that’s mostly a link? Answer: no one.
And not only can you shorten the links to content on your website like blogs, contact pages, social media, you’re also able to track the audience engagement through these links. Tools like Google Analytics are always more reliable, but for quick stats at a glance, this is a simple option.
An Expert Social Media Example
No matter who you are, it’s important to look to examples of companies that are at least one step ahead of you. If you want to get to the place where you're one step ahead as well, surround yourselves with examples of companies more successful than you.
Pastor Andy Stanley, who is widely known for his communication and leadership skills, says, “You are not the smartest person in your organization. You’re just the leader. If you are the smartest person in your organization, you are not a very good leader.” Always look for examples of organizations that seemingly “have it all together” or whom you admire.
And while you may be at a small organization looking to a large or popular organization for inspiration, don’t feel like you have to imitate them exactly. Did TOMS, Habitat for Humanity, The Salvation Army, Project 7, Warby Parker, or the American Cancer Society come to mind?
They may seem to have oodles of manpower, limitless resources, and countless hours of experience, but remember that those organizations started with SMALL means and HUGE dreams. It’s probably a better use of your time to look at a successful company that projects a great online and offline reputation, but is just a little bigger than you. What are they doing on social media that you can do?
Charity: Water is constantly growing and recognized in its uncanny ability to utilize social media platforms and effectively connect with its users. Scott Harrison started Charity: Water in 2006, astounded by the fact that 1 in 10 people lack access to clean water.
They may seem like a huge organization, but they don’t actually have an enormous staff. However, they are known for being brilliant online storytellers.
Through creative engagement on social media, Charity: Water has provided 8 million people around the world access to clean water since their launch! According to CNBC, Charity: Water has funded, “30,000 water projects in 26 countries across the world. Over one million people have donated more than $300 million to its cause.”
So then, how did Harrison do it? There’s many moving parts, but arguably Charity: Water has some of the most effective marketing that a company has to offer—and its strategy is simple: present the problem and provide a simple solution.
1. At Charity: Water, all they ask for is a penny.
Let’s be honest—the world has commitment issues. It’s not easy to get people to commit to relationships, and it’s even harder to contribute our hard-earned money toward campaigns we barely know about. However, here’s the beauty in this example: It’s okay to start small!
The Charity: Water website states, “Every single penny will help bring clean water to communities in need.” In a recent #WorldWaterDay campaign, Charity: water asked children to donate their allowance, or savings, of $8.15. Not only was this a small, manageable, and simple amount, but it also allowed for deep interaction and audience participation. It’s communicating the fact that yes even kids can change the world and the world’s water crisis!
2. Their audience is involved.
In line with keeping its mission simple, Charity: Water makes sure that its audience is always engaged. However, it goes one step further. They also make sure that the audience is involved.
Involvement is how we generate deep bonds and ties with our tribe, and ultimately how we develop brand loyalty. Charity: Water’s campaigns are designed for the everyman—and that’s incredible. Often it’s hard to feel invested in an organization when it’s goals feel too lofty.
Under it’s fundraising page you’ll find, “Start Your Campaign.” Every campaign at Charity: Water is for and by the people—that’s powerful. Sometimes the best step in our next campaign is to simply ask, “How we can involve our audience?”
By engaging our audiences and providing them with tangible opportunities to participate in our mission and campaigns, we will build a brand that people not only feel like they can connect with, but rather be a part of.
3. Charity: Water uses local partners.
By associating ourselves with other companies, we can display a history of our work, our credibility, and our accolades. Never undermine the importance of friendships, partnerships, sponsors, and connections. We are all always just one step away from making a connection with a new client, bridging gaps in communication, or introducing someone to our products or services. Rely on close friendships, clients, key stakeholders, and other partners to bridge those gaps. You just never know who knows who!
4. They have consistency in social media and brand image.
We mentioned this under a previous section, however, we’ll drill it again here. Charity: Water has developed powerful imagery that beautifully and effectively communicates its mission.
A yellow water jug, common to poor areas for carrying water, symbolizes the mission of the company: clean water. This bright jug and the use of vibrant colors in general are paired with hand-written text and undersaturated hues with an abundance of blues.
People now automatically associate them with that yellow jerrycan (water jug). Sitting at 331,000 likes on Facebook and 1.5 million followers on Twitter, we’d say Charity: Water is doing something right!
So then, let’s start small with these simple, practical steps. As you work on it, you’ll develop your brand image, frequency, and consistency. It doesn’t have to be perfect to start, but you do need to start somewhere.
Look at where you have capability and resources, and jump in. Evaluate brands that inspire you to improve.
And just remember that the first word is social media is still "social." You need to be interacting and engaging with those who love your organization and your cause. Listen to your fans and see what they like. Ask them questions. Show them the perfect and the imperfection of your brand. But you have to talk to them to understand them. And when you start to do that, things get a whole lot easier.
Have any wins on how you improved your own social media strategy? Tell us in the comments!
Read the other posts in this series:
Michael Griffith Banks is a fourth-year Public Relations Major at the University of Georgia with a minor in Spanish. He’s throughly involved with UGA’s Office of Admissions, most recently serving as an Orientation Leader for the University.
Michael also operates as the Executive Director of Marketing and PR for Breaking the Shackles, a 501(c)(3) nonprofit dedicated to fighting human trafficking. He is interning at Signify this spring and will graduate from UGA in May 2018.