How are today’s successful nonprofits leveraging social media? As users and platforms change, it can be challenging for mission-driven organizations to keep up.
If you’ve been using the same strategies since your organization established its first social media channel presence, or even just for the past year, you know things have changed. (And, if you ever doubt that your organization’s approach needs adjustment, think of your own social media habits. Do you—or anyone else you know—post with the same frequency on a given platform, or rely on it for news or community-building as you once did?)
Unfortunately, in a constantly changing dynamic, there’s no simple answer.
But while there’s no single approach or platform guaranteed to make meaningful connections with the audiences you care about, there is an underlying strategy we recommend: make your moves data-driven.
In a forthcoming white paper, Deliver Impact with Paid Search and Social Ads, we’ll walk you through step-by-step strategies for data-driven approaches to paid search and social. While social media is still largely free, getting real results likely isn’t.
Use evidence and pay for value
Rather than viewing social media as exposure or awareness-building and hoping that your content reaches your advocates, supporters, or constituents, using paid search and advertising provides evidence of engagement and conversions.
Becoming familiar with and adept at paid strategies ultimately lets you set their value. Unlike traditional advertising, there’s typically no minimum spend or set cost to a particular ad. You can determine your budget and pay for the results that really matter to you, like a user completing a form, or an advertising target list matched to your supporters’ characteristics.
Find inspiration and experiment first
In the white paper and in a webinar on the topic, we walk organizations through analyzing their own efforts to date and examine successful Forum One partners who have developed strategies that work.
With low barriers to entry, it’s not too late to find your strategy through experimentation and start by simply learning how to use and optimize platform tools to create, segment, and deploy results-oriented advertising.
The paper will be released soon—in the meantime, reach out if you’d like to discuss your social media strategy, and how to evolve it to match the times. We’d love to hear from you: firstname.lastname@example.org.