Traditionally the third sector has been accused of being slow to embrace social media. This could be due to lack of resources or lack of knowledge, but whatever the reason it’s clear that social media has a number of myths surrounding it. As an agency we often hear that it’s too expensive, too technically complicated, or too time consuming to engage in social media. That’s why Ruder Finn has put together 10 great reasons why social media is particularly useful to NGOs, which will hopefully prove it’s worth tackling. Read this and you’ll have no excuses to get online!
1. Because networks and communities are central to campaigning
Evangelism of the few to mobilise the masses was at the centre of Obama’s presidential campaign. New media proved critical to the campaign’s success with supporters being contacted frequently with action orientated messages. Social media has the ability for frequent interaction with a community of supporters which is why it’s such as appropriate tool for campaigning. Facebook groups are a great way to recruit new supporters and encourage them into practical action.
2. Because talk is cheap
As opposed to traditional media, social media offers good return on investment as most popular social media sites are free to join. This will be music to the ears of resourced pushed third sector organisations who can reach large audiences with little financial investment.
3. Because it’s all about cutting through the red tape
Starting a blog or Twitter campaign is all about having the spontaneity to be able to write news and views as they happen and communicate with audiences on an up-to-the minute basis. This is often the biggest hurdle for corporations whose communications are heavily regulated and whose copy will have to go through several rounds of approval before it gets anywhere near the public domain, which often precludes them from social media altogether for fear of lack of control. If you’re an organisation where this kind of regulation is not an issue, then this is your chance to get ahead of the big guns. So get tweeting and blogging and position yourselves at the forefront of the news in your area.
4. Because social media is a route to the younger generation
The younger generation is notoriously hard to reach through traditional media. Social networking sites are common places for young people to interact. Demographics of audiences vary across applications but many attract high proportions of 18-24 year olds, which can be invaluable for reaching target audiences for education and fundraising campaigns. Take Facebook for example: Of the 8.4 million UK users, 3.8 million are in the 18 - 24 bracket.
5. Because all of your audiences are online
Social networks are not just a route to the younger demographic. Increasingly, even the less likely suspects are beginning to catch on, particularly policy makers. Regular tweeters include Sarah Brown, Number 10 and Barack Obama. This means the different forms of social media will become increasingly important advocacy platforms.
6. Because it’s easy
As well as price, ease of use is another reason why social media has caught on so quickly. Take setting up a blog for instance. Word press systems may seem daunting to begin with, but you’ll soon realise that it’s no different from writing an email, and the preview button is useful damage limitation for those worried about making mistakes!
7. Because human interest stories are inherently visual
Many NGOs deal with subjects of human interest. Being able to transparently represent those you seek to help in your communications is often the end goal. What better way to do this than through visual applications such as Flickr and YouTube, which are excellent platforms to use to humanize campaigns. Citizen led reporting is billed by many to be the future, so let those that tell the story represent it online through a video story, podcast or photo story, and let the message shine through.
8. Because social media is a hot button for funding bodies and media alike
Social media is a hot topic right now, not a day goes by without seeing Twitter mentioned in the news. Seeing the golden words ’social media’ in a proposal may win points with funders who are keen to embrace this area, and innovative use of Twitter is likely to pick up lots of coverage as the Twitchhiker proved.
9. Because social media can be inclusive
Many NGOs are global and have offices in developing countries. Increasingly mobile phone and internet use is skyrocketing in the developing world and is only set to increase. Social media platforms can give southern civil society a greater voice in the conversation, which is incredibly important in advocacy campaigns that deal with developing world issues. Watch out for the levels of flash animation in applications, as this will exclude many on dial-up connections.
10. Because it’s green
The environmental argument is one of the most compelling to get online. Whilst many cite under resourcing as a reason not to invest in social media, switching communications online can save substantially on material and posting costs.
