Social media is a great way for friends and family to keep in touch. And it’s also an ideal means of promoting large businesses. In the midst of these uses, though, it’s easy to forget that many social media platforms are also useful for nonprofit organizations to build a presence, gain a following, and get their message out there.
Here are some tips for maximizing your nonprofit’s social media presence safely and efficiently:
Regular Evaluations Are Key
Posting to social media can be a great way for your nonprofit to reach new audiences. But if you don’t regularly evaluate its social media presence, you won’t know how effective your reach actually is. Fortunately, though, it’s easy to figure out.
Most social media platforms have built-in analytics for organizations that allow you to track things like page views, likes, and shares. And if you want even more data, Google Analytics expands on what the platforms offer. Think of it like a regular nonprofit audit, just of your social media accounts instead of your finances.
Monitoring and Policy Implementation
Most major companies have detailed social media policies that offer guidance on what company-related posts employees can create and post online. For example, a clothing manufacturer might prohibit their employees from posting things that disparage their products. Most companies tell their employees they may not post on behalf of the company (or claim to speak for the company) as well.
In most cases, there’s no need for an excessively restrictive social media policy, especially if you’re largely staffed by volunteers. Arguably, the most important point is to tell your employees or volunteers that they may not claim to be speaking for your organization on their personal accounts. You don’t need to continually monitor them, but if you suspect someone is violating this policy, it doesn’t hurt to check out their social media accounts to make sure.
Preparing for Crises
On top of showing the world the work your organization is doing, social media is also a valuable tool for crisis communication. Of course, depending on the sector you’re in, your organization may face little to no risk of a crisis.
However, regardless of such, whether you need to communicate news of a crisis to the public or just among your staff, establishing a crisis protocol (and how social media plays into it) is critical.
Choosing Wisely and Safeguarding Your Presence
When you establish a strong social media presence, you raise awareness of your organization. You may even connect with new volunteers, donors, and other people who want to get involved. However, just as your social media presence can do a lot of good for your organization, it can also cause reputational damage.
For example, imagine that a social media influencer offers to promote your organization for free. You agree without looking closely at the influencer’s presence, and it turns out that they post about some very controversial views that may alienate the rest of your audience. You’re getting publicity, but not in a good way.
Ultimately, you should remember to treat your social media presence with care. Don’t partner with just anyone: Make sure your potential partner is trustworthy before handing over your login information.
Need Nonprofit Audit Services?
Having a healthy social media presence is important for nonprofits, but so is having healthy finances. A regular nonprofit audit can help you make sure your organization is in great financial shape. At Ernst Wintter & Associates LLP, our team is well-equipped to handle the often-complex world of California nonprofit audit services. Reach out today to learn how we can help!