A few years ago, Social Media was an evolving technology praised more for its technical virtues than its capability to request to the people. For a log time, there was a significant change in the way masses participate in social media and make use of it to humanise the interactions between organisations and the community. When the use of social networking websites began to increase rapidly, businesses took notice. Those shrewd companies realised about reaching out to people in social media gave them the opportunity to cast a broad net in the target route.
For instance, companies could place ads targeted towards women in popular fashion blogs and gaining thousands of their attention per day. The change happened when businesses or corporations recognised the key to success lay in interaction, for example, giving target people the ability to have a two-way conversation. Moreover, this is not long before non-profit organisations followed suit.
To get the most benefit from adding social media to our marketing plan, it should be a part of the complete business strategy. All the applied tactics must directly support the organisation’s objectives and goals. As there are so many social media platforms available, which platform and tactics are most applicable? The answer depends on:
- The time we have to devote to social media each week?
- What will be the main objectives and goals?
- How do this social media help to meet the goals?
- Which are platform audience engaged more?
Here are the most popular websites and tools:
- FACEBOOK helps in communicating softer news and helps in building community.
- TWITTER contributes to getting connected to followers by sending updates which are timely and exciting.
- FLICKR helps in managing photos and graphic images while sharing with the target. (Photos of events and activities for Non-profits)
- LINKEDIN contributes to getting introduced to and collaborate with professionals.
- YOUTUBE helps in uploading and sharing video clips to the public.
- BLOGS contributes to exchange ideas in greater depth and lets us share tips and expertise related to the goal.
- PODCASTS helps in educating the audience with recorded news and information framed by current events data about the organisation.
Other than creating social media campaign, non-profits should participate in other groups in the social media like commenting on blogs, join on FB fan pages.
The non-profits should try to incorporate a mix of messaging objectives targeted towards users in social media. Proper brand awareness helps in engaging in social media and keep our organisation at the forefront of the user’s minds. We should ensure each of the platforms is clearly branded. Branding contributes to reinforcing who the non-profit is and what it stands for. Education or provide the information to the users about the issues our organisation addresses. Eg, share news links or case studies. Social media is a great tool for mobilising groups of people to volunteer or attend events. The helps in the times of disasters and war. In 2009, a worldwide Twitter event named “Twestival” launched in Uganda, Ethiopia and India. The goal of this event was to provide clean drinking water, and as a result, the event raised a fund more than $250,00 US dollar.
- charitywater.org. (2017). Twestival. Tweet. Meet. Give. | charity: water. [online] Available at: http://archive.charitywater.org/twestival/ [Accessed 16 May 2017].
- Balwani, S. (2009). Advanced Social Media Marketing Strategies for Businesses. [online] Mashable. Available at: http://mashable.com/2009/09/30/small-business-strategies/#AbNFEe9cjkq4 [Accessed 17 May 2017].
- Lauby, S. (2009). 10 Must-Haves for Your Social Media Policy. [online] Mashable. Available at: http://mashable.com/2009/06/02/social-media-policy-musts/#v0XepF5ZJ8q9 [Accessed 18 May 2017].
- 4Hamblen, M. (2017). Text ‘Haiti’ earthquake relief effort. [online] Computerworld. Available at: http://www.computerworld.com/article/2520879/networking/text–haiti–earthquake-relief-effort-raises–32m-for-red-cross.html [Accessed 17 May 2017].
- Onlinelibrary.wiley.com. (2017). Journal of Computer-Mediated Communication – Volume 22, Issue 1 – January 2017 – Wiley Online Library. [online] Available at: http://onlinelibrary.wiley.com/doi/10.1111/jcc4.2017.22.issue-1/issuetoc [Accessed 17 May 2017].
- Grove, J. (2009). 3 Great Social Media Policies to Steal From. [online] Mashable. Available at: http://mashable.com/2009/10/02/social-media-policy-examples/#GrmZ.cfeqqqs [Accessed 17 May 2017].
- The Social Workplace. (2009). Nonprofits Pace in Social Media Adoption. [online] Available at: http://www.thesocialworkplace.com/2009/08/nonprofits-still-setting-the-pace-in-social-media-adoption/ [Accessed 17 May 2017].
- Facebook.com. (2017). Seattle Social Media Profiles. [online] Available at: https://www.facebook.com/Seattle-Social-Media-Profiles-82094852519/ [Accessed 18 May 2017].