How Charities Should Use Social Media To Further Their Cause


Social media offers the perfect platform for charities and non-profit organizations to mobilize their supporters, increase donations, share information, and engage actively with a global audience. As the popularity of social media continues to grow, numerous charities have started to incorporate social media platforms into their promotional strategies. However, while several charities have fully embraced social media, some of them are still reluctant to take the plunge. This might be due to several different reasons, from lacking the resources and time to not really believing the advantages of using social media to further the cause.

There are several advantages of incorporating social media channels to your marketing mix, and a report by Georgetown University’s Center for Social Impact Communication and Waggener Edstrom Worldwide proves it.

For example, take a look at success that Mater Prize Home has had 5 years ago, when they were likely the first in the industry to implement an online marketing strategy. Today, they are likely the best known lottery charity organization in Australia.

To begin with, 41% of non-profit organizations accredit their success online to developing a detailed social media strategy.

Second, 47% of Americans hear about various causes via online channels.

Lastly, health, wellness, animals and children are the most talked about and shared causes on social media.

If you are to go by these statistics, then social is definitely the place to be for charities.

Turn Awareness into Action

If properly executed, multimedia and good storytelling on through social online channels can compel offline engagement.

Contrary to the popular “slacktivism*” myth, surveys show that social media can indeed be used to motivate masses of people to contribute to various causes beyond simple clicks, “likes” and “retweets”.

55% of the survey respondents who have engaged with a cause on social media have been motivated to take further action. Out of the 55%; 68% donated money, 53% volunteered, 52% donated food or personal items and 43% participated in or attended an event.

*Slacktivism myth is the one that suggests people “like” and “retweet” and otherwise interact with causes just to show their friends how cool they are, and after that they forget even the name and type of cause they’ve “liked”.

So what exactly inspired them to take further action? 56% of the respondents indicated that they read a compelling story on social media that inadvertently made them want to contribute more. 41% said they were inspired by online videos and 40% were motivated by photos. 39% saw family members and friends taking further action and decided to do the same. The remaining 45% who are yet to take additional action are not limited by any specific beliefs of perceptions of impact or effectiveness, but by a lack of supplementary resources to offer. Most of the people who didn’t help a cause lacked money to support it, while a slightly less percentage of people said that they simple didn’t have enough time on their hands.

Facebook Causes

Currently, Facebook has over a billion active users per month, and this number is growing. Nonprofits should take advantage of this growing number of Facebook users by setting up a cause and putting the interaction and activity in the hands of the followers.

Not only do Facebook causes and gifts enable charities to co-ordinate petitions, collect donations and actively interact with their followers; but it also allows followers to take farther action by actively engaging in recruiting more followers and getting donations for the cause.

The aspect of Facebook causes guarantees that followers will not only display their support for a charity, but also become key participants within a community.

Integrated YouTube Campaigns

Visual elements such as photography and video play a major role in charity campaigns, mostly because they tend to provide vital insight and snapshot into a cause that cannot be delivered by any other form of media.

An effective YouTube campaign enables charities to reach a global audience, while at the same time making it easier for their followers to share the video across other social media networks, thus resulting in a lot more visibility. On top of that, charities can as set-up a YouTube channel where they can manage and customize a page on which all their videos are hosted.

Get Help To Expand Your Reach

Youtube For Non-profits

YouTube channels have added sharing features that are inclusive of links to donation pages via video annotations, buttons and call-to-action overlays embedded within the videos, all possible through Youtube’s non-profit program.

Google Grants Program

Since it was started, Google has managed to grow beyond a search engine to a provider of several web services. It has released several tools that both webmasters and “common” users can utilize.

One of their lesser-known programs is the Google Grants programs. Despite the programs’ specific criteria, many non-profits enjoy free AdWords advertising credits, although their campaign that run through this program are subject to some limitations. If you are eligible for the program and you have familiarized yourself with Adwords, then this is definitely a good way to give your charity an online boost.

Mark is a freelance social media manager among other things. He enjoys working with charities and loves spending time with his family.


The Connection – How Social Care Is Changing Customer Service

social media customer serviceThe majority of businesses in the country already understand how valuable social media is as a marketing tool. In fact, according to a recent study done by the Aberdeen Group, 86% of all companies are already using social media as part of their marketing strategy. Today however, companies are realizing that social media is more than just a marketing tool; it has become a new mode for customer service.

Yet while more businesses are using social media, only 41% of the companies surveyed use it as part of their customer service approach. Social care, or customer service done over social media networks, is an emerging strategy businesses are putting into play to provide top tier online customer service while branding with little to no cost.

Social Care Boosts Your Brand

More than ever before, customers are using social media outlets to post complaints, questions, or comments they intend on companies to read. The 2012 Nielsen’s Social Media Report showed that more than half of consumers said they prefer to use social media over the phone to reach out to businesses. Social media users also expect faster response and resolution to their concerns. So although a social media presence can boost a company brand, without proper management, a company’s brand can quickly be damaged. On the other hand, proper social care can improve your overall company brand by showing customers your commitment to customer service.

Building Customer Loyalty

Including social media as part of your company’s overall customer service approach can also help build customer loyalty. Responding positively to a customer complaint can not only help build a trust between you and that customer, but also lets your other social media followers know that you value their needs. Studies show that customers who actively receive positive online social care from a company will purchase between 20% to 40% more goods and services from that company.

Social Care as an ROI Driver

More than three-quarters of businesses that are considered “socially devoted” believe the implementation of social care services is a ROI driver. Socially devoted businesses are those companies that reply to at least 65% of comments, complaints and questions posted on social media networks. 71% of these companies found that creating a social care strategy saved their business money over the long run.

Tips for Building a Social Care Strategy

The trick now becomes finding a way companies can create a successful social care plan that builds customer loyalty and boosts sales. Here are some quick tips to consider:

  • Respond Quickly to Customer Posts. Studies show that more than half of online consumers expect a company to reply to a post in just a few hours, but no longer than 24 hours. It is vital that you consistently manage your social media sites throughout the day to build customer trust.
  • Use Multiple Social Media Outlets. Customers are not just turning to one social media outlet either. They use multiple social media networks throughout the day. It is important that you check for customer’s comments on all different sites, including Facebook, Twitter, Google Plus, and LinkedIn.
  • Hire a Social Care Worker or Hire a Service. More than 40% of business owners feel that the complexity of social care has held them back from integrating this into their standard customer service approach. Other companies delegate these services to the marketing team, instead of treating it as a customer services feature. It is important for the company to either hire a dedicated worker to handle their social care services, or use a professional services company to provide these services for them. 

Social media guru and part-time writer, Michael Gal works closely with companies to craft thoughtful writing on a variety of industry-related topics. In his spare time he writes articles on green issues for a socially conscious magazine and works on his novel in progress.

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Limitations are an inevitable hurdle that businesses will face, however they don’t have to prevent you from using social media as a marketing avenue. In fact, Forrester Research indicates that 38% of marketers are struggling the most with garnering a return on investment, whereas less than 25% are struggling because of a limited budget or lack of time. The metrics of social media and the ability to measure the ROI from multiple platforms can be complicated. A good social media marketing campaign has to start somewhere, though, whether it’s complex, technical or expensive. The following social media marketing ideas will make the process more simple and attainable.

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Digital-Age Customer Service: Trading Phone for Social Media

social customer care

Image courtesy of 1to1 Media.

Those seeking customer service are disregarding traditional methods and selecting new ways to get their queries answered. Increasing numbers of consumers are taking to social media in order to get brands and companies to address their concerns.

Recent surveys have found that 31% of customers would use Facebook or Twitter to raise their concerns, but only after more traditional methods have proved inconsequential. The number was higher among 16-24 year olds and it is believed the scale of others that see the complaint force companies to act more efficiently and limit knock on effects, whereas previously customers would only voice their experience of poor service with friends and family. Read more of this post

Why Your Business Should Embrace Attribution


This infographic was provided by DPFOC, The Home of Scientific Online Marketing.


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