How Charitable Organizations Can Increase Engagement on Social Media
Social media is one of the most important tools available to charitable organizations to increase engagement with their followers. Unfortunately, many of them are not aware of how they can use these tools to achieve goals such as increasing donations, sharing stories, promoting campaigns and getting more supporters and volunteers.
Before you start using social media, you have to realize what it is best used for. Since social media is immediate, it is best used for short-term goals such as mobilizing people for a campaign, announcing upcoming events and sharing viral content such as interesting news or videos.
You also have to know what audience you are trying to reach. This will be determined by the aims of your organization, as well as what its goals are. For instance, is your audience young or old? What sector are they from? The more clearly you can define and narrow down your audience, the more likely it is you will be able to gain followers.
Knowing your audience also helps determine which social media platform to focus on. It is better to excel at one channel than to use several and be mediocre in all of them. Here is a brief overview of some of the most popular social media platforms:
Facebook. While this channel has been the subject of a lot of controversy in recent years, it is still one of the most popular social media platforms, with some 2.1 million active users monthly. Its Facebook Messenger app allows you to quickly build an audience. You can also integrate your account with Instagram, which is also owned by Facebook.
Unfortunately, it will cost you money to reach your audience, since it is very difficult to achieve unpaid organic reach. Your posts may also have more difficultly being seen by followers, since the algorithm prioritizes posts from friends rather than from organizations and businesses.
Instagram. This social media platform can be effective if you have a lot of visual content. You can upload up to ten videos or pictures in one post. And the platform has a monthly user base of 800 million and which is still growing.