This is sponsored content courtesy of Unmetric.
Most brands use social media to boost their sales directly or indirectly. Non-profits, however, have very different reasons for using social media. Let us take a closer look at what non-profits seek to get out of social media and how they go about doing that.
To start out, we consulted Discover to see what topics are most talked about in the industry. In 2016, most of the conversations initiated by organizations in this sector were around the following topics:
Clearly, their content focuses on the causes they support. You can catch a glimpse of some of their recent social media posts here: https://gyazo.com/543b2477c3078607f32308c50e8d3a53
To get a keener understanding of their social media objectives and performance, we took a look at some of the most engaging campaigns on Facebook from this sector. Here is how they performed during the two-week period between March 1 and March 14, 2017:
A quick look at the Posts that were part of these campaigns will reveal that these brands use social media to:
Provide more information to their audience about the issue that they aim to address
Exhibit thought-leadership in their core area and engage their community
Generate brand awareness through contests, etc.
Non-profits, like other brands, publish content around key events and holidays in their sector. In the two-week period studied here, non-profits published a great deal of content around International Women’s Day. Here are some of the most engaging pieces of content on that topic:
Save the Children US
— Save the Children US (@SavetheChildren) March 8, 2017
— AmnestyInternational (@amnestyusa) March 8, 2017
— UN Women (@UN_Women) March 8, 2017
— CARE (care.org) (@CARE) March 3, 2017
#DayWithoutAWoman is about withdrawing from corporations that harm women and finding ways to support businesses, organizations, and communities that support and sustain women. Thank you to the Planned Parenthood health centers who do this work every day — providing services, care, and education. #IWD #IStrikeFor #InternationalWomensDay
Nancy Rono is an inspiring example of positive and sustainable change. She is a single mother of three boys. She took part in a program implemented by WWF Kenya, which was supported by the HSBC Water Programme. Since then, she has seen tangible improvement in her farm and the health of the river. Mention an inspiring women this #InternationalWomensDay #BeBoldForChange Check the link in bio
Note that not all of these non-profits concentrate on women’s issues. What they have successfully done here is to insert what they do as an organization, or towards another cause, into the conversation on women’s issues. This way, the content remains relevant to their audience while also focusing on the brand/organization. This type of content works far better than a random greeting.
Another strategy that brands can learn from is how they leverage influencers and their fan following. What brands gain by getting an influencer or celebrity to feature in their campaigns is much more than a familiar face in a poster or a video. For instance, here, when ACLU uses their co-founder, Ruth Bader Ginsberg’s photo and quote, the organization is emphasizing what they stand for through her persona. The values and attributes of the influencer get associated with the organization/brand by extension.
A precise and persuasive call to action goes a long way in building your social media ROI. Here, Kiva highlights the importance of Women’s Day to make a case for their efforts and why their Fans should contribute.
Social media presents a great platform for non-profits to connect with people who are passionate about the causes they support. On Facebook, for instance, they can target their messages to specific interest groups. While commercial establishments can use promotional offers and sales to increase their appeal, social media offers non-profits low-cost initiatives that can guarantee a wide reach. Moreover, the participatory nature of social networks is closely aligned to the way non-profits function. This allows for collaboration, sharing of experiences and generating greater awareness around issues and causes.
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