Over time, social media has evolved from a platform dedicated entirely to social networking to one that covers practically every topic imaginable. The social media that we now know of has become a one-stop shop for everyone’s needs and interests.
Nonprofits, for example, have taken advantage of this, with many promoting their causes on social media. The only problem, however, is that social media can be a hit or miss. Not all online campaigns have been a success, and this has a lot to do with the common social media marketing mistakes that these organizations commit. Examples of which include crafting a campaign without knowing their audience, posting at an odd time, and utilizing a platform without an understanding of its algorithm.
The reality is that there are many factors to be taken into consideration when promoting a cause, and here are the six most important.
Functionality and Suitability of the Platform
Aside from knowing the ins and outs of a certain social media platform, being aware of the suitability of the said platform with the type of posts you are planning to launch and the message you want to get across will be crucial in the success of your campaign.
Most social media platforms offer engagement reports which provide insights into how the audience is reacting to the posts. This is an important tool that nonprofits should maximize. However, the amount of social media involvement is not the only measure of a successful campaign. It can also be quantified by the audience's response, such as monetary donations to a cause or philanthropy.
An important factor that can make or break a campaign is the length of the posts. A report shows that our overall attention span has been slowly declining. An effective promotional material is one that is not only visually appealing but also requires few words to convey the message.
Unlike popular belief, there is no harm in jumping on the bandwagon or what is currently popular. In fact, it makes you relevant and gives you added attention. This is as long as the idea or issue that you are integrating into your campaign is not controversial or has the potential to negate the message you are trying to deliver.
Since social media is free, many of us have fallen into the trap of believing that there is no need to use the premium services offered by the various social media platforms. However, to generate more impact, targeting a specific audience is important and why nonprofits should alos consider investing in paid advertising.
The secret to creating a massive impact is by doing things with authenticity. The ultimate goal when promoting a cause in social media is to appeal to your audience, and the only way to do that is by being authentic. Rather than emphasizing what your audience should do, it is more important to clearly outline why you champion this particular cause and why your audience should be concerned as well.
Photo by Gilles Lambert on Unsplash