Although we are still working on the ebook for our recent survey on social media use among Wisconsin nonprofits, we thought we could share some advance information about what we have learned.
Of our survey participants, 90 percent are using social media to promote their not for profit organization. Although the participating organizations plan to increase their use of social media in the future, they cited many obstacles to social media success. They are:
• Enough resources to keep the sites current
• A lack of expertise in the best ways to use the sites
• Ensuring content on the sites is consistent with the organization’s brand
• Difficulty with driving consumers to the sites
Many for-profit businesses suffer from the same challenges. There is so much online content that a social media presence is certainly not a case of, “If you build it, they will come.” However, there is some good news. The Pew Internet and American Life Project recently released a new study on the online habits of Americans. The study shows that email and search are the most common activities performed online. It also shows that wealthy and educated individuals are more likely to use the internet for search or email on a daily basis. These are the people that most nonprofits are targeting as potential donors. By combining SEO and email, nonprofits can drive people to their social media platforms where hopefully, an active online presence will be waiting for them to see. It takes time to build a community, but by combining various tactics, everything will work more successfully.
Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.