Archives for posts with tag: Social Media

Businesses and news organizations are not the only industries that are benefiting from the effective use of social media. Every day, more and more nonprofit organizations are catching on to the social media trend and have gained momentum as a result.

501c3Cast Logo

501c3Cast is one of the many online social-media resources for nonprofit organizations

According to an article on The Chronicle of Philanthropy, .org’s and charities are increasingly hiring social media “curators.” By doing so, the organizations can focus on building connections with people who might not be aware of the charity and can in turn attract a new wave of donors. This especially applies to adults in their 20s and 30s who historically have been hard for charities to reach.

According to a survey conducted by the Nonprofit Technology Network, half of 1,200 groups surveyed said they planned to increase their staff to help with social media.

Ventureneer, a nonprofit educational group, released another survey last week titled “Nonprofits and Social Media: It Ain’t Optional.” The article states that like for-profits, nonprofits need to make social media a “cornerstone of their outreach efforts.”

The article also points out that in order for a social media campaign to be successful at least 25 hours of staff time needs to be dedicated to it each week. The most successful organizations:

  • Tweet at least daily
  • Publish content on their blogs and update social media profiles at least weekly

Social media can not take over all the marketing efforts, but it is a good supplement to maximize the other marketing campaigns, especially when it comes to search engine optimization.

In the end, the more time an organization invests into social media, the more they can get out of it.

Social Media ROI

As public relations practitioners and up and coming social media guru’s, the more re-tweets and Facebook comments we get, the happier we are. Organizations have realized the importance of social media and have started to hire social media managers to head their on-line public relations and marketing campaigns, but the leaders of these organizations are most likely much more interested in the financial impact.

You may be amazing at your job, updating the blog frequently with useful information, interacting with the clientele and customers and successfully engaging your target audience. This may impress us, but not our bosses, at least not for long.

This is why everyone who conducts social media for organizations must understand the importance of social media’s return on investment, or ROI. It is not that YouTube hits and Facebook friends are not important, it’s that they need to be translated into numbers and terms that make the boss man (or woman) happy.

My favorite social media resource, Mashable, has a fabulous article on how to measure social media ROI. Unless you were fortunate enough to have a professor in your PR Research course that understood the importance of social media research and included it in their curriculum, you are on your own.

What do you think?