Successfully using social media to promote an organization isn’t easy. As we all know, social media requires time, commitment, resources, and a well-developed plan. Sometimes, even all of this isn’t enough for an organization to achieve social media success. Therefore, it’s important to study how other organizations use social media in order to learn what to do (and what not to do). Here are three nonprofits that do social media well.
1. American Red Cross
The American Red Cross is actively engaged on Facebook, Twitter, YouTube, and Flickr. The organization also has its own blog. But it’s not the number of social accounts that make the American Red Cross successful in social media. It’s the organization’s ability to create an active and open social community. The American Red Cross Facebook page is an open forum where fans can engage and share. The organization encourages conversation by asking questions, highlighting volunteers, posting disaster relief updates, and providing useful disaster preparedness information. What can we learn from American Red Cross? Your online community is more likely to respond to and share information that interests them. Content should have personality and new content should be posted frequently.
2. charity: water
Only six years old, the organization charity: water has used social media to help spread awareness about its mission to bring clean water to communities in developing nations. The organization has used Facebook, Twitter, and its blog to show completed water projects and encourage other to join the cause. The photos and videos posted focus on the impact charity: water projects have on the people living in these areas. What can we learn from charity: water? Story telling is an important part of social media. Posting photos and videos of projects related to your cause can help tell your organization’s story. Photos and videos can also help your audience emotionally connect to your cause. You’ll be more likely to receive a volunteer’s time, advocacy, or a donation when you need it.
Livestrong knows how to build relationships with its supporters through social media. The organization is heavily involved in its social community – promptly responding to nearly every post and comment on its Facebook and Twitter pages. The best part is that the responses are human, not automated. What can we learn from Livestrong? Responding to all posts and comments on social platforms (and responding with a human voice) can help build a connection with your audience. Also, it lets them know they’re appreciated.
Do you have any other social media successful nonprofits to add to the list? Please leave your comments below.