I’ve vol­un­teered twice on a board of direc­tors for a local non-prof­it.

The first time, I helped them set up a Face­book page and a Twit­ter account. When I stepped down from the board a year lat­er, both accounts fell to the way­side. A year or so before I returned to the board, some­one from the board start­ed post­ing spo­rad­i­cal­ly on Face­book, but Twit­ter remained untouched.

When I returned, I took over man­ag­ing both accounts, and engage­ment sky­rock­et­ed. New page likes and fol­lows went up; likes, com­ments, shares, and retweets went up. Peo­ple even reached out to me to say how much they appre­ci­at­ed that the organization’s Twit­ter account was run­ning again. Then I stepped down about 1.5 years lat­er.

And both accounts are back to being hard­ly man­aged. No one man­ages Twit­ter, and Face­book is noth­ing more than a col­lec­tion of past events they’ve host­ed. There is no con­tent cura­tion, no orga­ni­za­tion updates, and no reshar­ing of con­tent from mem­bers.

Social media is one of the most impor­tant modes of com­mu­ni­ca­tion in the 21st cen­tu­ry. You can’t ignore it, espe­cial­ly if you don’t have an exten­sive mar­ket­ing bud­get. Peo­ple depend on it for news and updates, par­tic­u­lar­ly local­ly. Even with non­prof­its.

How­ev­er, it has to be done right. You need to have some­one (or a team) in place who can engage. They need to be able to curate con­tent, inter­act with your mem­bers, and cre­ate con­tent to keep your mem­ber­ship informed. And the excuse that hard­ly any of your mem­bers are on Face­book is no longer an excuse. If you’re not com­mu­ni­cat­ing with them on social media, how exact­ly are you com­mu­ni­cat­ing with them? Door to door? Once a year, at the AGM?

Seri­ous­ly eval­u­ate where your non­prof­it sits with social media. Talk to your board and see how you can best engage with social media.

About Kim Siever

I am a copy­writer and copy­ed­i­tor. I blog on writ­ing tips most­ly, but I some­times throw in my thoughts about run­ning a small busi­ness. Fol­low me on Twit­ter at @hotpepper.

Free monthlywriting &social media tips!

Free monthlywriting &social media tips!

Sign up to receive monthly writing and social media tips.

Thanks for signing up for our monthly writing tips!

Pin It on Pinterest