Social Media Mistakes Every Nonprofit Should Avoid

Author

Ashley Anderson, Social Media Associate

“It’s no longer a matter of discussion whether a nonprofit organization should be active on social media networks—because they should. That is, if they want to keep up.” 

A 2018 study done by Donorbox concludes that nonprofit organizations need to keep up with social media trends in order to connect with their audiences in a way they never have before. A few social media tactics that nonprofits should be using include keeping consistent with messaging, making sure to showcase the impact of their organization, and making sure they connect with their audience. However, many nonprofits struggle to keep up with the changing social media trends. In this article, we lay out a few social media mistakes that every nonprofit should avoid. ​

5 COMMON MISTAKES NONPROFIT ORGANIZATIONS MAKE ON SOCIAL MEDIA

1. No Audience Engagement
   ​Engaging with audiences that interact with your content is one of the most important parts of social media marketing. Acknowledging mentions and replying to comments and questions will reassure them that there’s a real person behind the social platform, not a mindless bot that pushes out posts every so often.
   
   ​Taking the time to interact with followers will go a long way for your organization by allowing you to connect with your audience and build genuine, authentic relationships. This will make your nonprofit feel more personal and down-to-earth. 
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2. Asking Too Much
   Social media is a great tool to raise awareness for your cause, but if your organization is only posting content about itself or its mission, it can turn people away. Showcasing your impact and being open with your audience shows that you care about connecting with people instead of continuously asking them for favors. Being social and posting relevant content on Twitter, Facebook, Instagram or LinkedIn will be more enticing for people to follow and interact with.
   
   
3. Not Showing the Faces of the Organization
   Another common mistake that nonprofits often make is not showing the faces of their employees/volunteers on their social platforms. Followers and audiences want to see who they’re helping and how they help. By posting more personable content, you not only give a human element to your efforts, but you also confirm to users that they made the right decision in supporting you.
   
   
4. Not Showcasing Personality
   Because nonprofit organizations usually tackle difficult, humanitarian, or sensitive issues, they tend to post serious content on their social media channels. But being relatable and fun with your followers can often help you address difficult issues in a more upbeat way. This will give you the chance to express your mission in a positive light that will resonate in a more productive way with your audience.
   
   
5. Using Unskilled Social Media Marketers
   For nonprofit organizations that have a tighter budget for marketing services like social media, they usually rely on volunteers or interns to post social content regarding their organization.
   
   ​The problem: there is more than likely a handful of people trying to pitch or post content. This leads to having different people with different voices creating social content who may or may not be skilled in the realm of social media marketing or creating a unified brand identity. To really understand the power of social media and how it can be used to find donors, volunteers, and advocates, nonprofits should invest in skilled employees who can develop and implement a cohesive social media strategy fit for your organization. ​​

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