While a lot of things have changed all over the world and in our everyday lives in 2020, there’s one thing that hasn’t - the importance of your nonprofit’s presence on social media.
Because people are staying home more and using social media to connect with friends, family, businesses and organizations, it’s more important than ever to have an active presence online. Social media is where your donors and the people you serve can interact with and learn about your organization.
So what does it take to have an “active” social media page? The answer is simpler than you might think.
Consistency is key
At the heart of it, one of the most important parts of any social media strategy is posting consistently. When it comes to the choice between frequency and consistency, consistency wins every time for every type of social media. If you only have time to post once on Wednesday mornings each week, that is better than posting three times a week for one week and then taking three weeks off from posting altogether.
The best thing you can do for your nonprofit organization on any social media platform is post consistently. Look at your schedule and decide what you realistically have time for. Then, create a posting schedule you can stick to - which brings us to the next question…
How Often You Should Post
If you post too often, your audience will become annoyed and start to dread seeing your posts in their feed. If you don’t post enough, they won’t remember you.
So how often should you post?
For Facebook and Instagram pages with less than 10,000 followers, the best practice is to post two or three times a week. If you can’t make that happen consistently yet, start with just one post a week.
Big mistakes to avoid
Research shows that Facebook pages with less than 10,000 followers experienced a 50% drop in engagement per post if they posted more than once a day. One of the most common reasons people “unfollow” pages is because of too many updates.
If it’s an event day for your nonprofit, or you’re excited about something happening with your organization, it’s tempting to post updates several times in a row. If you’ve ever done this and then looked at your post engagement you’ve seen your first post start off strong, and then by your third or fourth post there are almost no views or reactions. Talk about taking the wind out of your sails.
If you must post multiple times in a day, try to leave about 3 hours between posts – or update your temporary Facebook and Instagram Stories instead. Stories only live on your nonprofit’s page for 24 hours and updating them frequently won’t hurt your page’s engagement.
Quality over quantity
Try focusing on creating quality posts – even if that means you’re only posting once a week because you’re pouring all your creativity into that one post. If you create quality posts that resonate with your audience, people are more likely to engage. Focus on the quality of your posts, not the quantity of posts.
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