Insight

To make the most of social media, just “listen”

How well do you listen to your not-for-profit’s supporters? If you don’t engage in “social listening,” your efforts may not be good enough. This marketing communications strategy is popular with for-profit companies, but can just as easily help nonprofits attract and retain donors, volunteers and members.
Social media monitoring
Social listening starts with monitoring social media sites such as Facebook, Twitter, LinkedIn and Instagram for mentions of your organization and related keywords. But to take full advantage of this strategy, you also must engage with topics that interest your supporters and interact with “influencers,” who can extend your message by sharing it with their audiences.
Influencers don’t have to be celebrities with millions of followers. Connecting with a group of influencers who each have only several hundred followers can expand your reach exponentially. For example, a conservation organization might follow and interact with a popular rock climber or other outdoor enthusiast to reach that person’s followers.
Targeting your messages
To use social listening, develop a list of key terms related to your organization and its mission, programs and campaigns. You’ll want to treat this as a “living document,” updating it as you launch new initiatives. Then “listen” for these terms on social media. Several free online tools are available to perform this monitoring, including Google Alerts, Twazzup and Social Mention.
When your supporters or influencers use the terms, you can send them a targeted message with a call to action, such as a petition, donation solicitation or event announcement. Your call to action could be as simple as asking them to share your content.
You can also use trending hashtags (a keyword or phrase that’s currently popular on social media) to keep your communications relevant and leverage current events on a real-time basis. Always be on the lookout for creative ways to join conversations while promoting your organization or campaign.
Actively seeking opportunity
Most nonprofits have a presence on social media. But if your organization isn’t actively listening to and communicating with people on social media sites, you’re only a partial participant. Fortunately, social listening is an easy and inexpensive way to engage and become engaged.
© 2019

Related Insights

Covid Tax Bill

Tax Prep, Planning & Strategy

Important Tax Provisions of the Consolidated Appropriations Act

The Consolidated Appropriations Act package signed by President Trump on December 27th after being passed by Congress on December 21st contains…
Tax Deductions

Tax Prep, Planning & Strategy

Maryland Pass-Through Entities: Changes to State Tax Deduction

Following the enactment of the Tax Cuts and Jobs Act in 2018, individual taxpayers who report itemized deductions on their individual tax returns…
MML Municipal MD-Navigating Covid-19 Pandemic

Governmental Accounting

Navigating Through the Financial Impacts of the Covid-19 Pandemic

As Marylanders brace for the “second wave” of the novel coronavirus COVID-19, members of the Maryland Municipal League (MML) are also bracing…

Connect with us

Use the form below to send us an email. WCS responds directly to all inquiries and general questions within 24 hours of posting.

This contact form is deactivated because you refused to accept Google reCaptcha service which is necessary to validate any messages sent by the form.