Social Media & Public Benefit

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Information about Social Media & Public Benefit
Social Media

Published on March 7, 2014

Author: MeaganWade



Is your public benefit organization at a loss on how to use social media to their advantage? Here are some key tips with examples to get you on the right track.


WHAT IS PUBLIC BENEFIT? The primary goal of the public benefit sector and nonprofit organizations (NPO) is to manage a segment of the public in need.


INTEGRATING SOCIAL MEDIA INTO THE NPO MARKETING STRATEGY • Branding • Leveraging contacts beyond email lists • Prospecting new donors/sponsors • Relationship building (B2B)


SOCIAL GOALS FOR NPO’S • Create Awareness “The conversation is happening about your brand whether you’re a part of it or not.” - Seth Godin

SOCIAL GOALS FOR NPO’S • Attract New Support 55% of those who engage with nonprofits via social media have been inspired to take action in one way or another. SOURCE: WAGGENER EDSTROM

INSPIRATION OF SOCIAL MEDIA 59% donate cash 53% will volunteer 43% participate in a charitable event SOURCE: WAGGENER EDSTROM

SOCIAL GOALS FOR NPO’S • Create Awareness “The conversation is happening about your brand whether you’re a part of it or not.” - Seth Godin


FACEBOOK 20-30 minutes per week • Scan pages you “like”, join in conversations if applicable • Engage with people on your page • Share at least 1-2 pieces of organic content to your page

TWITTER 20-30 minutes per week (or more) • Prospecting • Retweet relevant content to your field • Engage with your audience • How often you post content is up to you

PINTEREST 15 minutes per week • Prospect and follow boards with content relevant to your field • Scan boards you follow for new and relevant pins • Re-pin relevant content from your prospects • Share 1 piece of organic content



53180 327682 224629 6796 32313 #Calgary #ABFlood #YYC #YYCHelps 53180 #CalgaryFlood #YYCFlood WHAT’S IN A HASHTAG? #yycflood STATISTICS COURTESY OF THE HUFFINGTON POST

18000 16000 14000 12000 10000 8000 6000 4000 2000 0 18-Jun 19-Jun 20-Jun 21-Jun 22-Jun 23-Jun 24-Jun Redford Harper 25-Jun 26-Jun 27-Jun 28-Jun 29-Jun Nenshi POLITICAL TWEETING #yycflood STATISTICS COURTESY OF THE HUFFINGTON POST 30-Jun



WHAT DOES SOCIAL SUCCESS LOOK LIKE? • 41% are developing a detailed social media strategy • 37% have executive management that makes social media a priority • 28% are dedicating a current or new position specifically to managing social media • 22% are paying for publishing/analytics tools • 37% spend over $26/mo on those tools

PROCEDURES • Who on your team is responsible for social media? • Strategize – what do you want social to do for you? • Guidelines – what will you/won’t you post? • Create a SM policy • Create an editorial schedule that coordinates existing marketing campaigns and events together

THINGS TO DO • Know your audience • Create a content strategy that works for your organization • Check your feeds at least 2x per day • Be responsive to messages/mentions

THINGS TO AVOID •Not everyone speaks public benefit. Try to avoid jargon. • Don’t treat each social network the same way • Avoid negativity and over-asking • Rome wasn’t built in a day – social media takes time

Meagan Wade Owner, Creative Brain. Positive Thinker. Highly Caffeinated. @meaganwade

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