Engagement For Non-Profits on Social Media — Especially Twitter is Key

Engagement on social media is the most important tool to master, even more important than having thousands of followers.  

Why is engagement so important? Because you can track how many people view your tweets or posts, the number of shares, likes, and retweets your post receives. The more people who retweet or share your post, the better the chance of it reaching the maximum number of people in your social network.  

Not to mention Twitter is growing by the second, as more than half of U.S. Twitter users visit the social media site on a daily basis. On Twitter, targeting the right audience is everything. If you are a non-profit organization looking for potential donors, you would want to target people who have previously engaged in topics relating to non-profits.  

One tactic would be to target those individuals by searching “non-profit.”  

The top tweet is usually the one with the most engagement. You view the tweet’s likes, retweets, and comments, and follow those people.  Once they follow back, they will see the content you post, as well as turn into potential donors.

Engagement is more important than having thousands of followers because some pages may have hundreds of thousands of followers but receive one retweet and two likes on most posts.  

There are two reasons that may be the case: 

Either the followers were bought OR they are inactive due to not consistently growing your page, there is not enough engagement to grow your page and attract more donors.   

In the non-profit world, engagement (shares, retweets, likes, impressions, views) is more important because the ultimate goal is to reach a highly targeted audience that is interested in learning more about the mission of your non-profit.  This can lead to increased number of donors, volunteers, and those who can spread the word and grow the community.   

Twitter is an important tool in the integrated digital world that can lead to great results!