This is a guest post by Forest Whaling. If you would like Forrest to write for your blog, please leave your request in the comments or visit MyBlogGuest (username Fgump910).
It is no secret that the web’s new social media outlets are a wonderful way to reach a large audience and get them involved. After having the privilege of working with the CO based youth outreach program SOS Outreach, I have come to realize the power of social media and its ability to draw traffic and conversions. If you work with a 501(c)(3) non-profit organization, you have many unique opportunities available to you in the social sphere as well. In this post, I would like to outline a few of these opportunities we took advantage of and how they may benefit you as well.
YouTube
YouTube offers certified non-profits the opportunity to gain increased exposure through their Non-Profit Program. If you are accepted into the network (which is very simple if you are qualified) you will receive the following benefits:
- Premium Branding Capabilities, including the option to upload your own custom profile designs.
- An increased uploading capacity.
- The option to place a Google Checkout “Donate” button on your pages to drive fundraising.
- A listing on the Nonprofit channels and the Nonprofit videos pages.
- The ability to add a call to action overlay (a semi-transparent pop-up that links viewers to your website).
- Posting a video opportunity on the YouTube Video Volunteers platform to find a skilled YouTube user to create a video for your cause.
Having a Facebook profile is an essential part of an effective social media strategy. If your organization has video contests, podcasts, interviews, or documents, Facebook provides an easy way for you to upload these types of media to your page and connect with your fans. It is also integrated with Twitter, blogs, Flickr and other networks. It helps organizations collaborate, connect easily, and increase their network of volunteer and supporters.
Facebook Pages
The first thing we recommend is setting up a Facebook Fan Page. These new Facebook Pages were launched in March of 2009 and designed to inspire more action and participation from fans. They look more like a traditional user’s profile, but are more customizable and allow for several admins to add content. Another exciting feature is Facebook Insights. Facebook Insights is a proprietary tracking system that allows you to view your user interaction over time. You can see what is generating discussion, what people are clicking on, and other useful data that will help you assess what your community really wants.
To start your Facebook Page, follow these 5 easy steps (make sure that you choose “non-profit” under the “Brand or Product” option). Once you have activated your profile, it is time to set it up for maximum user interaction.
The biggest mistake people often make when using Twitter is to view it as an avenue to “push” their message out. Due to the nature of twitter, this will not generate results and it will just make you look spammy. This isn’t to say that pushing a message is wrong, but it is useless if nobody is there to hear it. That is why you need to first build loyal followers who believe you are authentic.
Twitter is a portal to starting two-way conversations. Search for people or organizations interested in your cause and follow them. Oftentimes they will follow you back in-turn. Once you are following each other, these conversations become possible (you can only send direct messages to people who also follow you). Listen to what people and organizations are saying and respond if you think it is appropriate. Compliment other organizations, retweet their stories, and answer their questions. This engagement will earn you more followers, as these followers will most likely return the favor in helping spread your message through retweets.
Don’t spend all day tweeting everything that comes to your head. People follow you because they want good content from your organization on subjects relevant to your mission. Make sure your tweets provide value and are re-weetable. Don’t send more than a few out per day. As this poll shows, people think 1-5 tweets a day is perfectly sufficient.
More Social Media Opportunities for Non-Profits
Have you worked with a non-profit organization? Can you think of other ways non-profit organizations can benefit from social media?
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 | This post brought to you by Forrest WhalingForrest Whaling is an Account Manager at Location3 Media, an Interactive Marketing Company in Denver, CO. Learn more on the ExpertSEM blog. Forrest has written 1 awesome article(s) for Kikolani. |
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{ 28 comments }
Twitter: jrdorkin
March 16, 2010 at 9:59 am
Great advice, Forrest, particularly on using Twitter. What most users fail to recognize is that it is truly a great tool for two way discussion. Those people who use it for the sole purpose of “pushing” their message, tend to give up rather quickly, due to the low ROI for their efforts. Nice post!
Social media is definitely a great way for non profits to spread the word. The best part of social media is that it’s viral.
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Twitter: cks1988
March 16, 2010 at 6:08 pm
Yes, the social media is really good in driving the traffic. I use Twitter on spreading my cancer awareness blog to my followers. I also put up the link on Facebook so that my friends can read my article. However, i never use Youtube to spread the word. You have given me a new idea. Thanks a lot!:)
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Thanks so much for your post, I’d never thought there was so much available for non-profits when it came to social media. Our Church uses facebook.. but we could definitely use some of the others more effectively as well.
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I also believe in the power of social media when it comes to raising our traffic and getting the word out on thousands or even millions of people out there. If we really know how we could invite other people and keep them interested on things that we are sharing on them through social media sites, we will be more successful.
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Twitter: andrewrondeau
March 17, 2010 at 4:43 am
I have had a facebook for a long time but it was just recently that I began using it again actively. I also created a fan page and as of now is on the building and growing process. I know i have yet more to learn regarding using facebook to its full potential and advantage. It is my first time to hear about facebook insight. Will definitely be giving it a try. Thanks for sharing.
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Twitter: stevescott1
March 17, 2010 at 6:46 am
Great list of ways to promote a non-profit. To be honest, I never realized that the sites that you listed have specific avenues for helping out a non-profit. I do agree about your Twitter comment that anything you Tweet should provide value to the reader.
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Great post! Check out my blog for a couple of posts about Facebook and Twitter for nonprofits: http://www.griberg.com/ There is also a good Linkedin group worth joining: http://www.linkedin.com/groups?gid=2389659 Thanks /Isaac
I’m happy to see more and more of my favorite charities on Facebook and even on Twitter sometime. I do whatever I can to help by sharing their FB messages and retweeting their tweets.
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Good information. You should also add LinkedIn to the list.
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Social media is a really nice way to generate traffic. And YouTube is the best (in our opinion) means to do it. Maybe this is because one has to invest some time and efforts in making a video, so one naturally tends to make a video which is REALLY interesting for people. It’s much easier to “tweet” something, so more often than not one “tweets” rather “something about nothing” (at the same time – unfortunatlly!! – spamming the internet).
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Yes some nice advice. What I have noticed on twitter that if we actively use twitter like retweeting some great staff, conversing with other twitter users can increase twitter followers and also traffic.
Well I am less active on facebook.
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Hey Forest, this is some great info for non-profits looking to get more exposure through online mediums.
I am looking for guest bloggers for my site (link above). Check it out and let me know through the contact form!
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Twitter: DennisEdell
March 18, 2010 at 10:00 am
Excellent tips Forrest. I have two close friends working in non-profit and will send them this article now; thanks!
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Twitter: Mike_hts
March 28, 2010 at 10:22 pm
Interesting points on social media and non-profits. Social media (including blogging) is an essential tool for building identity and authority online. I was not aware of the YouTube Non-Profit program and will pass this info along. Thanks.
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We have just started a a farily large non profit project, great advice herem thanks.
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You are completely right about it. Social media is the way to go for non profits!!! They are getting an enormous exposure for nothing. This is incredible.
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Thanks for highlighting the non-profit channel on YouTube. I also was not aware of this! It does seem to provide some real benefits in allowing viewers to search specifically for non-profit related content. The criteria is slightly restrictive however in excluding religious, political and lobbying organisations…
I think you are totally right that organisations really need to be careful of falling into the spam trap when it comes to their use of facebook and twitter especially. This is where it becomes vital for orgs to develop a strategic social media plan and have dedicated staff to maintain these channels where possible. Social media can no longer be looked upon as an extra task for existing members of staff who are already overloaded with work. I think it takes a lot of time to use these channels to maximum benefit.
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I think social media is REALLY overestimated when it comes to regular marketing, but for nonprofit organizations it must be great. People usually have some kind of relation to one or more nonprofits, and when joining for example Red Cross` group on Facebook you do it because you are interested, not because you wanna buy something; furthermore, you probably also know that they do not want to sell you anything just because you join their group, even though you DO have the possibility to donate money if you feel like. And the chance of people doing that is a lot bigger if the payment info is right in front of them on Facebook rather than the person having to Google his or her way to the payment page.
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Twitter: DennisEdell
April 12, 2010 at 1:18 pm
I thought I’d come back with a little update. I mentioned above that I was going to forward this article to a couple friends working with non-profits. I did and they were most appreciative.
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I just wanted to say that I am very pleased that people found this article useful, that really means a lot to me. The more I am exploring the non-profit space, the more I realize that non-profits are not aware of the advantages they have, especially in social media.
In fact, my company is hosting a seminar for non-profits, which explores Social media, SEO, and PPC opportunities available to non-profits. The event filled within 2 weeks! Just glad we can help out.
If anybody has any questions, or is interested in learning more about the PPC and SEO opportunities available, leave a comment (or visit my site). I’d love to help.
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Hi, I am from Malaysia. Facebook and Twitter are becoming increasingly popular marketing tools for corporate companies in my country but hardly being used by non-profit organizations here. I wonder if there is a guide book to teach non-profit organizations how to leverage social media websites to raise funds. I will bookmark this page to revisit again just in case someone answer my question.
One time my friend told me that he had a facebook fan page for organization and he couldn’t send message to the members. I suggested him to make facebook group instead. Can you compare which one is better (related with the functionality of messaging) for non-profit org) between Page and Group of Facebook?
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Well, these websites are really doing their job in a perfect way. They are improving their quality and accessibility with the time and working for non-profit organization is something really heart touching. Thumbs Up for all these!
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I was becoming a volunteer called Indonesia International Workcamp, several medias like Facebook and Youtube are used frequently because the target audience are teenagers who want to be a volunteer and seems like it work well.
Thanks for sharing. The problem is many organizations want the quick fix instead of gaining trust and developing a business relationship aka incubation. Expecting overnight results is like getting married after one date . . . .you get it.
Interesting read ! We too have our own take on the same. Please read us here | http://www.socialf5.com/blog/2011/05/social-media-for-non-profit-organizations/
Nice Forrest,
What I feel Facebook, Twitter and Youtube is the best place to promotion for Non Profit Organization, people get engaged and convince very easily for Non profit Organization rather then to other Organization, for a social Media strategist it became very interesting task to work for Non Profit Organization.
Thanks for sharing this…
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