Why should you pay attention to social media best practices?

Let’s ponder over this example.

The World Wide Fund for Nature launched an interactive campaign called Earth Hour. The NPO requested followers to turn off their lights for one hour and use the hashtag #EarthHour. In 2020, 90 countries and territories took part in the event. The campaign generated over 4.7 billion global social media impressions.

Many top-tier nonprofit organizations have employed social media best practices in successful marketing campaigns. Social media helps you connect with a captive audience, allows real-time interactions with people who care, and boosts your donation-driving efforts, provided you do it the right way.

Here’s a quick guide to help you follow some of the best practices to get maximum ROI on your social media efforts.

  1. Multi-channel approach

Global Web Index explains that the growth in social media use is also due to the multi-networking behavior of users. Thanks to the availability of a wide choice of platforms! Users are turning to particular platforms to carry out certain types of networking behaviors.

What does this mean for your social media marketing strategy?

A multichannel approach is a holistic model for your nonprofit to contact potential donors. It consists of creating relations between your organization, its purpose, and the supporters at many points of contact.

Multi-channel success strategies:

  • Take an in-depth look at the demographics of various social media platforms and polarize your efforts on networks where your target audience spends time. For instance, 68% of Facebook users are between 50 to 64 years, and only fewer teens use this platform now than in previous years.

  • Swear to post interesting, or helpful social media content that is unique for each network. You can create a blog for your Twitter audience and then repurpose it into a video for Instagram.

  • GlobalWebIndex finds that mobile phones now account for more than half of all the time we spend online. Make sure to take a mobile-first approach for all your social networks. Test all your videos, blogs, and other content assets for an excellent mobile view.

  • Create a congruous experience by staying true to your brand identity. Be cohesive across all social networks and have a consistent look, feel, and tone of voice.

  • Monitor multiple channels through a single interface like Hopeful. This helps you save time, track conversations, and keep your social feeds organized.

2. Prioritizing Content

Did you know that 92% of NPOs use content marketing, but only a quarter of them believe it to be effective? Content is the magnate for a winning social media strategy. Impactful content helps you establish credibility and earn more loyal supporters.

Social media content strategies:

  • A consumer behaviour stats report for 2021 reflects that amongst the top four reasons for consumers to unfollow brands on social media - irrelevant content accounts for 45 percent. This can be equally true for nonprofits. Hence, invest dedicated time and effort in creating audience personas and create content that resonates with them.

  • Conduct a content audit (in all its variety) for all your social networks to determine what is working for your organization. An audit can help you optimize your content and show where you need to engage your audiences more. It can also point which content you need to update and what needs to get retired

  • Stick to an editorial calendar that includes a process to determine which type of content should be published

Read the full article on creating a content strategy for your nonprofit here.

3. Decoding social media algorithm

Social media algorithms work in mysterious ways and their ever-evolving process may seem overwhelming. But here are a few ways to ensure you challenge them and remain at the top of your social feeds.

Social media success tips:

  • Including hashtags (that your audience is using) in your posts helps popularize your nonprofit’s content. For example, an Instagram post with at least one hashtag averages 12.6% more engagement than posts without it

  • Share live events (on Facebook and Instagram). Live events allow supporters to see real-time updates and inspires them to get philanthropic within the moment.

  • Tag other profiles and organizations to increase engagement and visibility. For Facebook or Instagram posts, try to add a location that gives your content a broader reach

  • Dive into an influencer marketing strategy to maximize your campaign outreach. Invite famous and relevant public figures for a value compared to publicity coverage

  • Post regularly and frequently (once or twice to engage your followers and stay on top of the social feeds

Keep these social media tools at your disposal to maximize your productivity.

Canva and Unfold for creating graphics

Animoto Marketing Video Builder for storytelling through videos

Tagdef to discover trending hashtags

Pocket to save relevant content ideas, links, and more

Hipcast if your nonprofit is into a podcast series

Polldaddy to create polls and surveys

Ubersuggest to help you with your SEO needs

4. Post. Learn. Repeat.

For every social media goal, you need a relevant metric to track your performance. Social media metrics are crucial to:

Gathering data from different social platforms' native analytics can get cumbersome if your nonprofit performs better with time and data is more. On the Hopeful social media analytics dashboard, all your data across different platforms come together in a single report. You can also access customized graphs and comparisons from a previous date range for easy access.

As you create your social media strategy for different networks and engage your audience regularly, concentrate on hard data to eliminate speculation.

Post reach: Denotes the number of people who have seen your post since it went live.

Engagement: Denotes the number of approval actions (e.g., likes, clicks, comments, replies, shares, and impressions) your post receives relative to the total number of followers.

Conversion Rate: This stands for the number of people who, after clicking on a link in your post take action. (e.g., download a content asset, sign up for subscriptions, register for a webinar) against the total visitors of that particular page.

Social Media Conversion Rate: Denotes the total number of conversions that came from social networks. It is expressed in percentage.

Followers: If your primary purpose is to increase the headcount, this metric denotes how many people click the ‘Follow’ button on your social media pages.

Key Performance Indicator: This is a metric tracked over time to determine progress towards a result-oriented goal. As you gain visibility and more followers, watch out for audience growth rate, amplification rate, and customer satisfaction score.

Additional Resources:

Maintaining editorial calendar

Facebook success stories for nonprofits

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