Study: Nonprofits Not Yet Using Social Media to Deepen Ties
The assessment, summarized in Nonprofits & Social Media: A Missed Connection, conducted by Dunham+Company, based on social media use by 151 nonprofit organizations, found that religious organizations outperform other nonprofit segments in terms of how much they engage with their audiences, as measured by likes, retweets, and similar interactions per social post, adjusted for audience size across Facebook, Twitter, Instagram, and YouTube.
Arts, culture, and humanities, rank second, but at half the rate of religious organizations, while health-related nonprofit s rank in third place.
The least engaged social audiences belong to public-society benefit, international affairs, and environment/animals.
Health and religion verticals tied for first place when it comes to who posts most often to social media, followed by environment/animals, and then public-society benefit organizations, according to the study.
In addition, the analysis found that:
According to the study, nonprofits, on average, post eight to nine times a week on Facebook, but to get exposure in the newsfeed organically, Dunham+Company recommends three to five times per day and even more if nonprofit have timely relevant content.
Improving social media effectiveness means nonprofits need to first avoid common mistakes, which include not listening to other people's messages before crafting your own; spreading yourself to thin by trying to be on every platform instead of going deeper on fewer; failing to keep pace with communication channels, e.g., video is increasingly dominant at the expense of static photos and text; and failing to spend even a modest amount on advertising to boost engagement.
"Nonprofits arent generating nearly as much engagement from their social media endeavors as they should be. Attracting an audience doesnt matter if you cant develop a relationship with your audience," according to the report. To get there, Dunham+Company recommends: