After I’ve skilled nonprofits on social media through the years, I instructed them they needed to have at the very least a minimal presence on Facebook. It was at all times the elephant within the room that you simply couldn’t ignore.
I’m not saying that anymore.
Whereas Facebook remains to be indispensable for many nonprofits, together with those who have discovered methods to efficiently fundraise there via peer-to-peer fundraising campaigns or newsy or value-laden advocacy campaigns, it’s simply not universally true anymore. Like each different side of the media panorama, social media can also be fragmented. It actually does rely upon who you are attempting to achieve and what kind of content material you’ve got.
For instance, if you’re making an attempt to achieve a primarily skilled viewers of people that care about your work due to their work, LinkedIn, Twitter, and YouTube could be higher selections than Facebook and Instagram.
Nevertheless, if you’re making an attempt to achieve people who find themselves concerned with your work as a part of their private lives (thus the extra “client” mindset), Facebook and Instagram are probably your higher bets.
However, after all, it will get much more sophisticated whenever you layer in different demographics like age and the kind of content material you might be good at producing.
Take video for instance. That’s the one kind of content material that many nonprofits nonetheless wrestle with. It’s unattainable to achieve success on YouTube and TikTok in the event you don’t have anybody prepared to both be on digicam or to movie others on a constant schedule.
And it doesn’t cease there. Take WhatsApp for instance (additionally owned by Facebook). Many nonprofits within the U.S. don’t even take into consideration WhatsApp as a social media platform they need to contemplate. However whenever you have a look at whole customers worldwide, WhatsApp is #three proper behind Facebook and YouTube.
Whereas Individuals have been lacking Facebook and Instagram on Monday, a lot of the remainder of the world was lacking WhatsApp. Ask your nonprofit mates who work internationally — particularly in India and lots of African and South American international locations — they’ll inform you simply how key it’s to their communications technique.
So slightly than simply assuming you “should” be someplace nowadays, I actually do encourage you to be each life like and strategic.
Realistically, what number of social media platforms do you’ve got the capability to handle? Two, three at most? Perhaps only one?
Then actually suppose strategically concerning the individuals you are attempting to achieve and the kind of content material that you’re good at producing.
Which one, two, or three social media platforms take advantage of sense given these solutions?
It might or is probably not Facebook any longer. Or it might be solely sure elements of Facebook (like Teams, for instance, or when you’ve got advert cash to run a focused marketing campaign).
You have got choices. Make the selection that is sensible.
