Non-Profits and the Misunderstanding of Social Media

Recently it felt like I went to hell and back. Was I at the dentist? No.. Was I dealing with the IRS? Getting close! Was it my morning commute on the NYC subway? Guess again. My hell was trying to convince a non-profit organization the value of using social media for their business. That, my friends is hell.

A month ago I was asked by an associate to help a non-profit increase their social media presence. The non-profit provides assistance and advocacy for low income adults.They were on all the right social networking platforms so it seems they had some understanding of the value of social media. The problem was the content used and the lack of promotion on each platform. Facebook posts were erratic and sometimes didn’t have anything to do with the agency. Their Twitter account was underutilized with only 37 followers. They were also on Pinterest. When I asked what they used Pinterest for, I was informed the agency wanted to simply get on all the known social media sites. They had yet to figure how it would benefit them. So basically they were on it because it was there.

After recommendations on how to transform their social media platforms, I was greeted with pushback from the executive director. He surmised it would be a wasted effort and they didn’t have the time or staff to insert content. It may also have something to do with the knowledge that while I was explaining how to use social media, he gave me a look like I was speaking alien.

Although I make light of it, the reality is, when it comes to non-profit organizations they often need to be convinced of not only the value of social media but how it can assist with their bottom line. The problem is non-profits have a misunderstanding of what social media can do for them. From my recent experience it became clear to me the missed opportunities nonprofits have in not embracing social media. For those who have attempted to use it, often it’s not understood how to effectively allow it to be a benefit to the organization. Another barrier is the limited resources nonprofits have and not having the ability to maximize the resources they have to still create a relevant social media platform.

There are many advantages to having a strong social media existence and similar to for-profit businesses, if done properly, it can increase the bottom line. These are what I think are the common misunderstandings nonprofits have when it comes to social media

1) Assuming it won’t help with generating revenue 

The truth is that in today’s access to information everything is searched on the internet. When a non-profit solicit the public for money through fundraising campaigns it’s a very high chance the person being asked will research the company on the internet before donating. This is especially true for those who know very little about who or what the non-profit is. Having no social presence, one is less likely to donate simply because they have lack of information about the organization.
To better understand, recognize the fact we now immediately go online when choosing something like a restaurant or even a power drill. We want to see what other people are saying before we make our decision. Using the power drill example, you’re less than likely to buy a drill if you see no information about it on the internet. In fact, you even get a little suspicious about its absence. The same is true for businesses. For non-profits conducting fundraising, it will add to your financial campaigns as it provides a bridge for someone to learn and hopefully, donate to your cause.

2) Posting something simply to post

Many nonprofits and small businesses have the idea that something should be posted everyday on their social media platforms. It’s true you always want fresh content but is it relevant to your organization and its mission? Posting ‘selfies’ or inspirational quotes are good for your personal page but should it take up territory on your business page? If so is it meeting your company’s objective?
Thought should go into who your audience is and a remembrance that not everything should go on your business social media profile. Sometimes a cute picture or a joke is best left for your personal social media. And defiantly stay away from hot topics like religion and politics unless that’s your company’s trade. Those are the two subjects everyone has a different opinion on and standing behind the wrong one can drive people away, not only from your site but even your organization.

3.) Forgetting to tell stories

In viewing a known nonprofit’s Facebook page, I noticed they had posted a picture of an smiling elderly woman in workout gear. There was no text or any information that explained why they chose the picture and who she was. When I asked I was informed she was a recently retired client who just battled Cancer and because of the support the agency provided, she not only felt better, she started to teach low-impact aerobics to seniors. They should have shared that information within the post. It’s an amazing story and not only do I want to learn more about her but I also want to know about the services she received from the agency.
Telling stories have so much impact and allows the viewing to both identify and create curiosity for a company. And again, if I was looking to donate, I can see the success stories which would probably make me compelled to donate, based on the story I just read.
And when telling a story allow readers to conversate back. Social media is not simply pushing information out. It’s also listening to what your audience has to say.

4) Not knowing the difference between a business page and a personal page on Facebook

I’ve seen this mistake happen many times with nonprofit’s. Someone within the company recognizes they don’t have a Facebook page so they create one. Only problem is, they created it as if it was personal page. The difference is that a Facebook business page has no updating newsfeed of what people had for dinner, the movie they just saw or the dispute they’re having with their landlord, for example. A business page is static and only has information which is provided by the agency and benefits the agency. A business page on Facebook also provide great measuring tools to show you if people are viewing your post, page visits and activity. Tools, which the personal Facebook page don’t provide.

5) Believing youth rules over experience 

Because some nonprofits see little value in social media, they’ll often let a young staff member manage it assuming because of their age they know best about social media. And worst, they don’t monitor what’s being posted. Yes young people have knowledge of social media but age shouldn’t be a factor. Experience should. An inexperienced person will probably approach a business social media the same way they would their personal. Content could reflect their personal views and not the agency and if no one is monitoring, the messaging (if there is one) is all over the place. Age shouldn’t be the factor of who is managing your social media. The responsibility should be placed on the person who knows how to push information that communicates your organization to your public.

6) Attempting to be on all social media platforms

Some organizations have the mindset they have to be on all social media sites. What ends up happening is that a ball is dropped and one or two platforms are overlooked with no fresh content. A company may have Google+, yet only post once every three months. What’s the point? Also it’s not reaching the intended audience because no research was done to determine what social media platforms their audience are using.
Because the social media platforms are there it doesn’t mean they all has to be used. The best practice is to first research and determine where to focus your energies. With research, a nonprofit can identify what social media platform works for them and what doesn’t. This is beneficial as time and effort won’t be wasted in contributing to a media your audience is not reading or responding to. In the world of social media, sometimes less equals more.

 

In part two of this article I will look at other misunderstanding nonprofits have and would love to hear what others think. I will also highlight examples of how other nonprofits have used social media to their advantage.

In the meantime, please share your advice on how nonprofits can integrate social media into their business strategy.