Important Tip: The most successful Companies on social media platforms such as (Facebook) track their data on a daily basis, challenging themselves to exceed their growth targets despite shifting platforms and user behavior. Nonprofits that want to join them in winning must do the same.
1: Share Highly Optimized Content:
The more content is optimized for the algorithm of the specific platform (video content with captions, timely and relevant hashtags, mentions, writing style, etc. ), the more success the organization will have in accomplishing its growth goals through the platform.
When publishing on Facebook, keep the following in mind:
• The post type—Facebook live, videos, images, links, and so on—as well as the topic and images inside the content itself, including the uploaded and embedded photos that are displayed
Collaborating with peer organizations and companies that are engaging similar audiences on similar topics to detect trends in audience and content performance over time is an easy method to gain valuable data.
2: Align Content to Major Digital Trends:
Many reputable charitable groups, such as the #MeToo movement, are also excellent at tying their messaging to that of influencers and emerging movements online. Aligning your message with bigger digital movements can be advantageous because your material has the potential to be supported by influencers with a large number of engaged followers, and then organically promoted by others through shares and tagging in comments.
This is a fantastic method to grow your following, demonstrate the importance and relevancy of your organization’s mission, and shield your content from algorithm changes that would harm a brand account’s organic reach.
3: Use Groups and Messenger to connect one-on-one:
While a post on your organization’s main page may only reach 2% of your total followers and fans, you can organically distribute your content in groups of highly engaged people interested in a specific issue. This is a fantastic location to do it on Facebook Groups. Many groups include specified topics and criteria to help keep the conversations in the group on track, ensuring a high-quality environment for your company’s relevant posts.
Some organizations are also devoting large resources to forming their own communities and even launching their own message campaigns. Messenger bots are a terrific tool for NGOs suffering low email engagement and looking for another digital tool to assist guide their followers up the engagement ladder.
In general, shifting your attention away from pushing material through your organization’s main page and into smaller, more personal channels like Facebook Groups and Messenger can be beneficial. Consider how you can continue to reach out to more people in new, personal, and engaging ways.
4: Regular publishing is the way to go, but quality should always take precedence over quantity.
- Vary the types of posts you make. Share links to your blog posts and your donation page on a regular basis. Post photographs and videos that help to bring your programs and services to life on a regular basis. Post your findings and thank-you messages to your donors on social media.
- Don’t be scared to ask your supporters what they want to see from your organization. You can get this information from them in person, through an email survey, or through social media.
- Inquire about engagement. Don’t be shy about using phrases like “Like if…” or “Fill in the blank.” “I’m volunteering because…” Simple additions like these can help you expand your audience and increase engagement.
- Depending on the size of your following, you should post 2-3 times every day.
- Curate content using the “Save” tool, which enables you to easily curate and save useful items for later use.
- Create and share visual stuff. Here are some suggestions:
• Photos
• GIFs
• Illustrations of quotations
• Videos of a short duration (30-45 seconds, with captions as 85 percent of Facebook users play video without sound)
• Infographics
• 360 Photos on Facebook
• Symbols of emotion (posts with emoticons get a 57 percent higher like rate and 33 percent higher share rate) - Apply the 70/20/10 guideline to your situation. Many professionals in the field of social media interaction endorse this:
• 70% Value Post: The majority of your Facebook content should be useful to your audience. Post interesting, informative, entertaining, or inspiring information. You should, preferably, generate this stuff.
• 20% Shared Content: This includes sharing other people’s thoughts or Facebook postings (curated posts). It’s even possible that this is user-generated content.
• 10% Promotional Content: promoting your programs, events, fundraising drive, blog, or anything else with a strong promotional bent. - Make your site mobile-friendly. Because mobile devices account for the bulk of social media traffic, you must ensure that your web content is optimized for mobile viewing.
Written and Published by: Fahad Qureshi