By Gregory Kolen II.
When measuring the effectiveness of your social media messaging, engagement through actions such as liking, sharing, and responding indicate a potential for growth and continued interaction. This growth doesn’t just stop at the number as a vanity metric, but can be converted into effective action takers and loyal contributors. There are a number of strategies that a nonprofit organization can use to increase social media engagement. Here are a few ideas:
- Create valuable and relevant content: Make sure the content you are sharing on social media is interesting, informative, and relevant to your audience. Share stories and updates about your organization’s mission and the people you serve, as well as tips and resources that your audience might find useful.
- Use visuals: Social media is a visual medium, and posts that include images or videos tend to perform better than text-only posts. Consider using photos and videos to showcase the work of your organization and the impact you’re making in the community.
- Engage with your audience: Respond to comments and messages, and encourage your followers to share their own stories and experiences. When people feel like they are part of a community, they are more likely to engage with your organization’s social media content.
- Be consistent: Consistency is key when it comes to social media engagement. By posting regularly, your followers will come to expect new content from you, and they’ll be more likely to engage with your posts.
- Use social media advertising: Use social media ads to reach new people who are likely to be interested in your organization’s mission. Target your ads to people in your area, or people who have shown an interest in similar organizations or causes.
- Collaborate with other non-profit organizations or influencers for cross promotion, this way you can expose your organization to new audiences and vice versa.
- Create a sense of urgency and scarcity on some of your posts, by promoting upcoming events, deadlines, or limited-time opportunities.
- Consider hosting or sponsoring events that can be promoted on social media, that way you can create buzz and attract new followers.
Keep in mind that social media engagement is not always about the number of followers or likes, but also about the quality of the interactions and the impact that you are able to generate from those interactions. Time to create value for your audience!