By JWS Consultant Zachary Stombaugh, MS.
With the passing of the new year, we’d like to remark on some of the larger social media trends that may affect nonprofits moving into 2017 (and beyond).
Social Media is more important than ever.
Forrester reported an increase of 10% in consumer social interaction with brands. This comes as welcome news after the “engagement crisis” of 2015. What led to this change, you may ask? More people are on social media than ever before. And, more and more often, these same people are connecting the things they find on social media (brands, services, etc.) to things they use and reference in their day-to-day. For nonprofits, this means an opportunity to engage new consumers, donors, and interested parties alike.
The social media dynamic is changing.
People consume more information and on multiple devices. As expected, this has led to a shift toward visual content (namely, video). Today, the platform is not only more engaging but is often seen as more authentic.
- Video and live-streaming. Video traffic is expected to make up 80% of all internet traffic by 2019. Largely, consumers prefer to watch a video rather than read about a product or service. For nonprofits looking to expand into this area, we recommend Facebook Live, YouTube, or Periscope.
- User-generated content campaigns (UGC). You don’t have to look back far to see the power of UGC. The ALS Association’s Ice Bucket Challenge may very well be the most impactful social media campaign in history. Your nonprofit can take their lead and help build an interactive relationship with your online community.
Quality over quantity.
As true as it is in reality, this rule is becoming more and more important in social media. Akin to SEO, changes to algorithms for Facebook’s News Feed, Twitter feeds, and Instagram prompt changes in platform strategy. Nonprofits should consider which content fits which platform, in terms of both relevance and type of engagement (visual vs. text).
More people are donating via Social Media (and mobile apps!).
Facebook, Twitter, YouTube, and several other social media platforms released fundraising tools in 2016. Combined with the ready access to social media content on mobile devices, we encourage nonprofit organizations to use these tools to raise funds and awareness for your mission. If your nonprofit already uses these tools, consider making your own mobile app to connect to consumers directly.
What social media lessons have you learned in 2016 that may benefit your nonprofit?
How often does your organization review its social media strategy?