six terrific social media marketing tips

Advice and Observations for Nonprofits, from a Social Media Expert

These tips are from the brilliant Olga Andrienko of SEMRush. I heard them in a podcast.

1.      A good social media program needs two different kinds of people. The first is a social media marketer, the person who creates the posts. The second is a community manager, the person who keeps track of, nurtures, and develops the social media community. These are two very different kinds of people. Rarely is one person very good at both of these functions.

2.      Cruise social media to hear what other people are saying about your topic. Find the buzz, and ride it (to mix metaphors).

3.      In that, find influencers who are passionate about your topic. Influencers want to share the next new thing, the coolest and latest. They might share about you, if you introduce your cool new thing to them. Influencers aren’t doing it for the money. They’re doing it for the fun of putting great things out there.

4.      An “influencer” has 50,000 or more followers. Reach out to them. Don’t bother with the “super-influencers,” who have a million or more. Then also reach out for “micro-influencers,” those who have 5,000 or 10,000 followers. They can have a good impact for you.

5.      An analysis of one nonprofit website showed that it didn’t have a problem with conversion. A good percentage of those who visited the site made donations, or pursued connection in other ways. The problem was traffic. They got 1,000 views when they needed 10,000. Solution? To provide more content useful to the people who were searching. Consider what “useful” might mean for your donor community.

6.      If your website is just for people who want to know about your organization, searching for it by name, you’re not going to get much traffic. If your website is for people who want to know about your topic, you’ll get much more. Attract people interested in your topic and you might just then convince them to engage with your cause through you.

love, joy, peace … Michael Michael is a freelance consultant to nonprofits, with an emphasis on research. Contact him for a free, one-hour consultation.

Vol. 1 No. 28