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Driving Social Media Engagement for Nonprofits


Published on Eric Melin from Spiral16 and Engineers Without Borders - Sunflower State Professionals spotlights some tactics that can help drive not just awareness but actual engagement on your Facebook and Twitter social media accounts, which can lead to more effective advocacy and fundraising efforts for nonprofits.

Published in: Marketing, Technology
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Driving Social Media Engagement for Nonprofits

  1. 1. Driving Social Media Engagement Eric Melin @SceneStealrEric @EWBUSASunflowerState @Spiral16 #EWBUSA2013
  2. 2. What is your goal? Social media engagement can: • Increase awareness • Build trust • Increase traffic • Build relationships • Drive donations • Increase membership, volunteers #EWBUSA2013 11/11/2013 2
  3. 3. Who is your audience? Your organization – partners, volunteers & donors Your community – friends of people in your organization General audience – those with local/personal interest What is important to them? What makes them act? Where do they go for information? #EWBUSA2013 11/11/2013 3
  4. 4. Twitter Tactics Follow people and organizations that are interesting to you. Your Twitter account will become a real-time news feed of the issues and topics you care about. This is content that you can share. If it’s not directly related to your cause, make sure it’s something your audience cares about. #EWBUSA2013 11/11/2013 4
  5. 5. Twitter Tactics 60% of content should be from other sources. 30% should be conversation. 10% should be your own content. When sharing links, remember to @ people and give them credit. 11/11/2013 5
  6. 6. Twitter Tactics Follow local and cause-related hashtags and join in on the conversation. Create your own hashtag for your events. #activism #advocacy #causes #charity #charitytuesday #csr – corporate social responsibility #donate #fundraising #ngo – nongovernmental organization #nonprofit #nonprofits #npcons – nonprofit consultants #nptech – nonprofit tech #philanthropy #sm4sg – social media for social good #socent – social entrepreneur or social enterprise #socialgood #video4change #volunteer #volunteers CHATS #nptalk – nonprofit talk #ynpchat – young nonprofit professionals #npcons – nonprofit consultants #socentchant – social entrepreneurs #smNPchat – small nonprofits #EWBUSA2013 11/11/2013 6
  7. 7. Twitter Tactics Live tweet during events. Follow others using the hashtag. Meeting people in the real world and following them on Twitter can cement relationships. 11/11/2013 7
  8. 8. Twitter Tactics Establish your “voice.” Be honest, real, and friendly. Ask questions. Answer others. Retweet and favorite. #EWBUSA2013 11/11/2013 8
  9. 9. Acknowledge Volunteers • Adding loyal supporters to an “Our Team” (or a similarly titled) Twitter list. • Set aside a time after each event to @mention specific volunteers who provided excellent service. • Post pictures and tag volunteers in action at your events with appreciative captions. #EWBUSA2013 11/11/2013 9
  10. 10. Facebook Tactics #EWBUSA2013 11/11/2013 10
  11. 11. Facebook Tactics Why is engagement so important on Facebook? Because it gets you a better chance of appearing in users’ news feeds. 3 things Facebook looks at: 1. How often you interact with a friend or page – the last 50 interactions are particularly important 2. The number of likes, shares and comments a post receives total – and from your friends in particular 3. How much you have interacted with this type of post in the past #EWBUSA2013 11/11/2013 11
  12. 12. Facebook Tactics Upload a cover photo that tells your story visually. #EWBUSA2013 11/11/2013 12
  13. 13. Facebook Tactics You must engage people to like, comment, and share. Ask questions. Create a poll! Respond back. 11/11/2013 13
  14. 14. Facebook Tactics Have all your members invited people to like your page yet? #EWBUSA2013 11/11/2013 14
  15. 15. Facebook Tactics Images inspire more likes, comments, and shares than any other content type. Tag people in the photos so all their friends can see your post. Try a “Share if you…” post. 11/11/2013 15
  16. 16. Facebook Tactics Create a Facebook Event. Invite people. Encourage people to share/invite others. Leading up to the event, discuss it on the event page. Tag sponsors! #EWBUSA2013 11/11/2013 16
  17. 17. Facebook Tactics Find other organizations with similar goals/interests and share their content. Always “like” them first, then tag them in the post. If you want people to spread your content, spread theirs. #EWBUSA2013 11/11/2013 17
  18. 18. Humor Funny posts and pictures of animals are the most popular Facebook posts on the planet. Just make sure your post fits in somehow with your mission/story. #EWBUSA2013 11/11/2013 18
  19. 19. Storytelling Nonprofit stories have the unique ability to allow people to feel and want to be a part of something bigger. Think about the stories that surround your mission. 1. Share inspiring stories at meetings. 2. Create an organizational story bank to record them. 3. Be patient. The best stories aren’t always the ones that jump out at you. Sometimes the real stories are the ones you only notice after interacting with people several times. #EWBUSA2013 11/11/2013 19
  20. 20. Join Online Groups Social Media for Nonprofit Organizations Group #EWBUSA2013 11/11/2013 20
  21. 21. Thanks! @SceneStealrEric @EWBUSASunflowerState @Spiral16