Social Media for Non-Profits
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Tips and tricks for social media marketing for non-profit organizations. Presented by Stephanie Nelson of SBN Marketing.
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Social Media for Non-Profits
- 1. Social Media for Non-Profits Presented by: Stephanie Nelson, Social Media Maven, SBN Marketing Brian Beavers, Habitat for Humanity - Greater Matthews
- 2. Disclaimers Compliance Questions â—Ź Very non-profit specific. â—Ź Very outlet specific. â—Ź Better answered one-on-one with a consultant that works specifically with non-profits. Similar Questions â—Ź Some questions asked several times in different ways. Combining answers. Social Outlets â—Ź Touching on outlets not traditionally considered social media. â—Ź Website â—Ź Email
- 3. Question Best way to capture multiple audiences via social media â—Ź One outlet does not fit all. Each outlet has its own demographic. â—Ź Snapchat and Instagram = younger audiences. â—Ź Facebook users = 25 to 54. â—Ź LinkedIn = professional networking. â—Ź Pinterest = women. â—Ź Email = widest audience, extends across all generations.
- 4. Question Needed website elements â—Ź Prominent donate button - large & on every page. â—Ź Mobile-optimized vs mobile- friendly.
- 5. Question Email Best Practices â—Ź Mobile optimize email - 51% opened on mobile device â—Ź Prominent donate button â—Ź 2013: â…“ of all online donations came through email fundraising â—Ź CAN-SPAM law requirements - fines of up to $16K per email if not followed
- 6. Question Best way to use LinkedIn ● Professional networking. ● Not the place to “sell”. ● Join discussions in groups. ● Set up business page to announce news, share event info, etc.
- 7. Question How often to post â—Ź Facebook: not more than once per day. â—Ź Lifespan of a Tweet or Instagram post is around 3 hours. Lend themselves to posting more often.
- 8. Question Best time to post/ How often to post ● No singular answer. ● Depends on your audience. ● Best to find YOUR answer through trial-and-error. ● Don’t expect results overnight.
- 9. Question What type of content to post ● Depends a lot on your specific audience. ● Best to find YOUR answer through trial-and-error. ● Photos & links like by Facebook algorithm. ● Stories & images get more engagement, in general. ● Not all posts should be about your organization. Share others’ posts.
- 10. Question Hashtag best practices â—Ź Typically no more than 3 hashtags per post. â—Ź Do not hijack hashtags - use only those that are appropriate to your post.
- 11. Question Posting as Facebook page vs personal account â—Ź Facebook Pages app. â—Ź Upside-down triangle in blue nav bar > choose page > make sure profile photo showing is that of page, not personal account
- 12. Question Friend vs fan â—Ź Friends = personal account â—Ź Fans = page account â—Ź No overlap unless you accept a friend request and that person also happens to like the page
- 13. Question How to measure impact of social media â—Ź Judge post performance through outlet analytics. â—Ź Judge website traffic through Google Analytics. â—Ź Judge how online posts translate into offline activity through some sort of code or catchphrase people need to mention.
- 14. Question Privacy Controls ● Privacy controls are up to each individual user. ● All you can do is control what you post and make sure it’s nothing you wouldn’t mind having shared.
- 15. Question Targeting Members â—Ź Only trying to reach members? Try closed Facebook Groups. â—Ź Trying to reach potential new members, Facebook ads and Twitter promoted posts can get HIGHLY targeted for exposure to a new audience.
- 16. Question Constructing posts & monitoring information â—Ź Budget a concern. â—Ź Social media volunteer vs Intern.
Hinweis der Redaktion
- E-mail is the only social media platform that extends across all generations
- Prominent Donate Button Should be large and colorful and easily found on every page of the website Should lead donors directly to the donate form Mobile-optimized vs. Mobile -friendly Mobile friendly webpages can be opened on a mobile device, while mobile optimized adjusts to the screen size Reasons for mobile optimization (http://www.accrinet.com/blog/2014/03/04/default/5-reasons-your-nonprofit-needs-a-mobile-friendly-website/) 1.2 billion people in the world access the web from a mobile device (and the number is growing) They load faster - people will only wait 6-10 seconds for their mobile screen to load before giving up Google favors mobile responsiveness The average American spends over 2 hours on a day on their mobile device ((https://authoritylabs.com/blog/mobile-marketing-stats-2014/) 57% of people will not recommend a company with a poor mobile site (https://authoritylabs.com/blog/mobile-marketing-stats-2014/)
- 51% of e-mail is opened on a mobile device In 2013, e-mail fundraising accounted for a third of all online donations for nonprofits Mansfield, H. (Ed.). (2015, January 25). 15 Must-Know Fundraising and Social Media Stats. Retrieved July 16, 2015, from <http://www.nptechforgood.com/2015/01/25/15-must-know-fundraising-and-social-media-stats/>
- Maybe this is where Stephanie can do a linkedin groups “demo”
- Gaining followers is not an overnight process, it takes time
- Share engaging content such as stories and images
- Maybe another demo?
- Demo
- Demo