I'm a Nonprofit...How can Social Media help Me?

{pic via here::special thanx}

For organizations that depend on the generosity of interested supporters, social media marketing is a natural fit.  Organizations that are deeply connected to their audience and memberships, (ie, theatres, musuems, 'relief and aide services', family focused organizations) have a tendency to have strong contact information on which to establish content and experiences.  This solid connection makes it far easier to generate social media  'conversation'.  The central points of nonprofits often times are the volunteer efforts and/or donor support of these strong contact.  People taking an active interest in what they do is the lifeline of nonprofit organizations.  So what are the challenges in marketing for nonprofits?

The for-profit sector is filled with products that we either need and/or want.  For example, people know that they need footwear.  Most people turn to manufacturers that they have had a desireable past experience.  Support for and the use of these products/services that are familiar to us is assured (at some level).

In the world of the nonprofit, it's not quite that easy!  Services such as The Red Cross aren't appreciated until and unless one finds themselve in some disaster situation.  Theatre &  musuems are not necessarily high on most lists of "Things that I can't do without".  The challenge to these organizations to maintain high level of community participation & visibility is grounded in their ability to consistently drive awareness and keep people passionately involved.

Because of all of its challenges, the use of social media platforms are an invaluable marketing tool for nonprofit organizations.  Because the success of, both, nonprofits and social media marketing is rooted in an active community, and is consumer driven- production is very low.  The basic principle of social media is that, 'if you have a product and/or service that is being used/consumed by customers-some is talking about your business.  Whether your business is a for-profit or nonprofit organization/business is not the issue as much as maintaining an awareness of what people are saying.  This is the common challenge for any business/organization servicing a market.  Social media platforms are the equalizer.

Do you have an experience in using social media marketing practices as a nonprofit organization?  What's your take?

Facebook can Help My NonProfit

As established in this post, the success of, both, nonprofits and social media marketing is rooted in an active community, and is consumer driven-production is very low.  Too often businesses equate effective use of social media marketing as setting up a Facebook page and other social media platforms and using them to 'talk' to each other.  Just as your other marketing plans utilize the basic marketing methodology-- business objective, audience, strategy, metric for measurement and the use of tactical methods.
Let's look at the use of some of these basic elements as they relate to the social media platform Facebook.

One of the beauties that Nonprofits have for using Facebook as a marketing tool is their unwavering support of willing, interested and actively involved community.  Nonprofits have solid contact information on which to build and have the capability to create, both, content and experiences that your audience finds talk worthy.  Being able to rely upon this audience to take an active interest and participation is the secret for Facebook success.

Establish your objective for your presence on Facebook.  Are you using it as an outreach to members (via use of  Facebook Group feature)?  Trying to reach the audience who are not yet Facebook users (use Facebook Business Pages - these pages can be viewed by those without a Facebook account)?  Facebook Groups are also useful in organizing community members; as well as, facilitating internal conversations.

Be certain to implement a measurement of goal success.  Are you looking to grow your group, increase conversations among community members and/or increase traffic to another site?  Be certain to have clearcut, measureable goals.

Refrain from the tempting practice of using Facebook as a direct response mechanism.  Facebook, like other social media platforms, should not be used as forums for direct advertising.  General rule of thumb with marketing to those who 'FAN' you on Facebook is that any marketing message sent to them should be sent through the Facebook inbox.  Contact with Facebook 'Fans' via email or other such avenues should be used when your organization has established a trust with that Fan.  At that point the Fan will usually request to be contacted by some other means (ie, phone, email, direct mail).

With society's shrinking attention span, be sure that your Facebook content is relevant, timely and 'digestible'.

One of the many reasons that Facebook is so useful is, it 'alerts' your community when you have made 'status' changes.  Take advantage of this feature.  Publicize new members (aka Fans) and relationships (ie, groups that your organization is actively following).  Post photos relevant to any campaigns that you may be airing.  Create a 'RSVP' page for your organizations events.  Useful information will be shared, not only with those in your 'community' but also with any/every one that you have authorized to view your Facebook page.

As you become increasingly familiar and comfortable with using Facebook for your Nonprofit, be certain that all of the group pages, fan pages and applications are interlinked.  Prominent navigation back to your main Facebook page reassures that your organization's brand message remains front and center of your audience.

How do you use Facebook for your business/organization?  What Facebook strategies have been successful for your business?  Let's talk about it...