Social media has become increasingly important in the nonprofit space, as we all have come to know and accept that a nonprofit IS a brand and should be marketed as such.
Perform a social media audit on each platform your organization uses to freshen up your strategy this spring!
Keep it simple, and start with these three basic questions:
1. Do your goals and content align?
Each of your online platforms should have a goal. Are you producing content that will help your nonprofit reach this goal? For example, if your Facebook page is used to support fundraising, is it working and how? Make sure your goals and content consistently align or your strategy will quickly become ineffective.
If you answered no: It’s time to go back to the drawing board and re-think your social media strategy! Start by determining the goal of each platform and how you’ll generate content to achieve it.
2. Is your audience engaged?
Determine audience engagement by monitoring how followers react to your content. Do people like your Facebook page or follow you on Twitter and then disappear entirely? Your followers will continue to interact with your channels if you produce content that is of value to them.
Valuable, engaging content entices your audience to share the content on their own networks. Always, always, always use bit.ly to track if your links are being clicked. Monitor “clicks” to help determine which content is leading followers to take further action.
If you answered no: Focus on improving your engagement rate each month—and engagement does not equal likes! Make note of the content that your audience chose to interact with, and pinpoint why that content received the most clicks or shares.
3. Are your metrics improving?
There is a plethora of free tools you can use to monitor your social media metrics. These tools will help determine what type of content is working and what’s flopping on your online channels. Continue to use the type of content that your audience has shared or commented on and nix the content that sits lonely on your page.
If you answered no: Develop an improved strategy by building on content your audience positively responds to. Set realistic monthly benchmarks for improvement, and test different types of content if you’re unsure what your audience is most interested in seeing from your organization!
Image from Flickr Creative Commons User Simon Cunningham