five reasons why non-profits should incorporate social media as part of their communications strategy

five reasons why non-profits should incorporate social media as part of their communications strategy

Social media is now ubiquitous and shouldn't be ignored. Incorporating an effective social media strategy will benefit non-profits in the long term and short term. Five compelling reasons why social media ought to be included in a communications strategy are:

1. Immediate access to Constituents:
A non-profits constituents, stakeholders and support base can be provided with immediate updates on programs, reports, activities etcetera through social media. Most individuals access social media on a daily basis. As a result, providing updates through social media is a quick way of sharing information.

2. Social Media is Ubiquitous
Social media is now part and parcel of modern life. People tend to use social media for informational purposes, entertainment purposes among others. By incorporating social media into its' communication strategy, a non-profit stands to reach wider audiences which in turn generates awareness for its' programs.

3. Social Media is Cost-Effective
Non-profits make tough financial decisions regularly. Marketing and advertising efforts can be expensive and leave a dent on budgets. For instance, generating publicity for an event by printing out 100's of flyers is not only expensive but can fail to achieve the desired goal. This is due to the fact that most of these flyers often end up in the garbage bin. Yet, there is a more cost effective and environmentally friendly way of creating publicity for an event without resorting to paper flyers. This equally effective medium is Social media. Thus, electronic flyers can be created and shared with the general public in a more rapid and cost-effective manner.

4. Improved Search Engine Rankings
A good search engine ranking will enable a non-profit to capture substantial traffic on the internet. For a non-profit, this means that it can be discovered by potential donors and individuals interested in its' mission! The criteria for search engine ranking is always changing. For instance, in recent times, it is simply not enough to blog regularly and use relevant meta tags. Google currently considers other factors such as social media engagement.

Therefore, a non-profit with wider following and engagement is deemed as more credible by search engines compared to a non-profit that doesn't have a social media presence. Consequently, a non-profit with social media engagement earns improved search engine rankings.

5. Effective Brand Insights:
Through Social Listening(process of monitoring digital conversations to understand what customers are saying about a brand and industry online -  TrackMaven), a non-profit can gain insights on brand and program perceptions held by its' supporters. In essence, each time a non-profit posts on social media,  it can analyze comments as a means of having first hand views on what its' supporters/stakeholders are thinking. A non-profit can also assess the kind of programs that generate the most interests by segmenting content syndication lists. Findings from this exercise can be incorporated into the planning of programs.

Social media is essential to a non-profits communications strategy and should be prioritized. Spending five to six hours weekly on social media branding will result in immense benefits for a non-profit. 

Written By Sherita N Brace

​Sherita N Brace is an International Development Professional. She serves as a Consultant to Non-Profits and provides grant writing services, program planning services and communications services.

References: 

• Strategic Communications for Nonprofit Organizations: Seven Steps to Creating a Successful Plan (Nonprofit Law, Finance, and Management Series) , Sally J. Patterson, Janel M. Radtke, 1998, John Wiley and Sons, Inc

 

• Social Media Listening. Retrieved July 18th from http://searchcrm.techtarget.com/definition/Social-media-monitoring