Almost all (98%) of the biggest charities in the United States are using social media, and 97% are using some type of video to help inspire their audience, according to recent research conducted by Nora Ganim Barnes, PhD, at The Center for Marketing Research, University of Massachusetts, Dartmouth.
The study included the charities on the 2013 Philanthropy 400 list, but not including colleges/universities, and was based on both an analysis of the social media presence of the organizations and on interviews with 129 social media administrators.
Below, key findings from the report.
Social Media Use and Trends
- 72% of the organizations examined have a written social media policy for employees.
- 81% cite awareness as their main objective online.
- 89% write their own original content for their platforms.
- 45% use social media tools to recruit and evaluate potential employees/volunteers.
- 83% monitor the Internet for buzz, posts, conversations, and news about their organization.
- YouTube/video platforms are the most widely used social media tool (97%), followed by Facebook (92%), Twitter (86%), and Pinterest (72%).
Facebook Fans and Engagement
- National Public Radio has over 3.6 million fans on Facebook, the most of any organization examined, and over a million more than the second place US Olympic Committee.
- National Public Radio also has the highest engagement on Facebook, with over 500,000 unique users posting to their news feeds about the organization in a seven-day period.
Twitter Followers and Engagement
- Of the organizations studied, the Metropolitan Opera Association and the Wounded Warrior Project have the most Twitter followers, both with over 96,000.
- Many of the charities studied are prolific tweeters. The Natural Resource Defense Council leads the way with over 39,000 total tweets. The Heritage Foundation is second with 37,300.
About the research: The study included the charities on the 2013 Philanthropy 400 list, but not including colleges/universities, and was based on an analysis of the social media presences of the organizations as well as interviews with 129 social media administrators.
Continue reading "How Charities Are Using Social Media" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Social Media:
- How Including Links in LinkedIn Posts Affects Engagement
- The Benefits of LinkedIn for B2B Marketers [Infographic]
- Five Useful LinkedIn Hashtags for Marketers [Infographic]
- How to Succeed With Video on 6 Popular Social Networks [Infographic]
- How to Make Sure Your Social Media Strategy Succeeds: Take a Cross-Discipline Approach