There are so many terrific organizations doing such important work. Then I look at their social media accounts and I literally cringe. Their online promotion does not match their efforts, it does not match the importance of the cause, and it is not resulting in minimal impact. So where are these organizations going wrong? Here are my tips for promotion a non-profit or charity on social media.
1) An information drought, followed by a flood
Some organizations will go weeks and months without a single post. Nothing at all. We forget you exist! Then suddenly, leading up to a big event, there is a flood of posts and pictures. Now we are annoyed by the information overload. With post scheduling available on Facebook, there is really no excuse for this.
2) The organization remains faceless
We want connection. More than ever we need to connect with other people. The biggest mistake I see organizations making, is not allowing the public get to know the people behind the name. Why do you care about the organization you are working for? Who are you? Do you have kids? Pets? Like to travel? Any unique hobbies? Let us get to know you - not just the organization.
3) Over produced social media
This has been annoying me more in recent months as I see more organizations falling victim to this mistake. We don’t want to see something that is polished and camera ready. We want to see something that is behind the scenes - the grit, hard work, the successes, the struggles. We want a real life pictures of what is going on. But we see other organizations releasing something that is so polished and put together but the problem is that you are missing that connection piece.
This is what I have found helped in growing the social media of organizations I work with. Try applying some of these concepts to your own social media accounts.
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