February 7, 2025 • 28 mins
Unlock the future of social media marketing for your nonprofit in our latest video! Discover the top trends shaping 2025 and learn how to maximize your impact online.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Are you a nonprofit leader struggling to make sense of
social media? Do you have a team that you cannot
give direction to because you don't know what the heck
you're talking about? In this episode, we're gonna help you
unlock the trends for two thousand and five social media
here on Land the Talk. Welcome to Land the Talk.
(00:25):
I am your host, Robin Nathaniel here with another solo episode.
We checked out the data and the statistics from our episodes,
and our highest performing show was one of my solo
episodes about social media. So we're back at it again.
So in this episode, I'm actually going to take some
data that I gathered from Hootsuite in their Social Media
(00:49):
Trends for nonprofit Organizations, just unpack it, give you my commentary,
and hopefully provide you with.
Speaker 2 (00:57):
Tons and tons of value.
Speaker 1 (01:00):
So this is the twenty twenty five Social Media Report
for Nonprofits. I got this data from hoot Suite, one
of my favorite sources for social media information, trends, analytics,
but also strategies, and I'm gonna just go through it
step by step with you.
Speaker 2 (01:18):
Now.
Speaker 1 (01:18):
I will note this is not the complete report. I
definitely took some of the highlights that I feel are
most relevant to the people that I'm communicating with on
a day to day basis surrounding social media. So I
wanted to make sure that you knew that this is
not just like a me reading off their report. This
is ME actually taking the high level information that I
(01:39):
think that will be most valuable for you and your
nonprofit organization. So you guys could use it to raise
tons of money and increase your global reach for your mission.
So let's jump right into the first slide here. So
these are some of the social trends for twenty twenty
five and how they're shaping social med media in the
(02:00):
nonprofit sector. One of the big things is content experimentation.
This is something that I've been on the hilltop, like
literally screaming with a bullhorn for nonprofit organizations to do.
Speaker 2 (02:15):
We find in.
Speaker 1 (02:16):
Many of our interactions with social media leaders that folks
are going on social media reserving their handles on the
big platforms like Facebook, Instagram, maybe, TikTok, YouTube x Twitter, right,
and what they do is they put a link to
their website maybe, and then they start flooding social media
(02:40):
with basic designs and flyers promoting events initiatives things of
that nature. Now, I'll start by saying, I don't mean
any harm when I say this. If you're just doing that,
you're missing the mark, and I believe that your mission
deserves more more than that. So I want to encourage
(03:01):
you in twenty twenty five to really experiment with some
different content types.
Speaker 2 (03:07):
For YouTube, it might look a little different.
Speaker 1 (03:08):
Folks might share a video from one of their events
and just share it from beginning to end, someone speaking
on stage, or maybe a little bit of BTS from
one of their events, but not really capturing those stories.
And that's one of the things we want to experiment with.
So Hootsuite goes on to say, social teams and this
(03:31):
is one of the trends that they predict for twenty
twenty five. Social teams ditch brand consistency to push creative boundaries.
Speaker 2 (03:39):
Oh baby, that is speaking my language.
Speaker 1 (03:44):
Forty two percent of marketers at nonprofits have experimented with
a new tone of voice or personality on social media
in the last twelve months. Another important note, brands drop
in on creator comments to pick up new audiences. Forty
one percent of marketers at nonprofits have been testing proactive
(04:04):
engagements this is huge.
Speaker 2 (04:07):
So two takeaways there.
Speaker 1 (04:08):
We talked a little bit about creative assets, making sure
you're exploring the creative oasis, if you will, to make
sure that you guys are coming up with things that
can resonate with your audience. If you keep creating those
fires on Canva and then not getting any engagement, there's
(04:28):
a reason for it. It's because your audience is not
resonating with it. And if you want to do that,
the best way to do that is really thinking about
creating a video strategy around capturing stories of your the
people you serve, your staff members, or the organization's story
as a whole. The other thing they mentioned was about
(04:50):
getting into the comment section, how marketers, social media professionals
for nonprofit organizations should get more active in the comment
section to create new audience members. And one thing that
I'm really trying to drive home for folks who are speakers, right,
because many of the speakers in our community are nonprofit
(05:11):
leaders but also mission driven leaders.
Speaker 2 (05:13):
Right.
Speaker 1 (05:13):
If you're doing something that is supposed to impact people
in a positive way, this is for you, and I
need you to listen up close. It's o kay to
focus in on the results of what you are trying
to do as opposed to the thing you are trying.
Speaker 2 (05:34):
To sell or get people to take action on.
Speaker 1 (05:37):
I find that in this space, we're in a place
where it's like, Hey, my.
Speaker 2 (05:41):
Name is John, I have a nonprofit will you donate?
Speaker 1 (05:45):
What where they do that act like I don't know you, John,
I want to get to know you. So a better
strategy would be instead of creating a flyer that says, hey,
come to our event and donate.
Speaker 2 (05:56):
Hey, click here to donate.
Speaker 1 (05:58):
Hey, this is how you support, maybe creating a piece
of content that's like, Hey, this is what we did
for Andrew, this is how we help Maria, this is
how we help Sarah and her family.
Speaker 2 (06:10):
And that will.
Speaker 1 (06:10):
Speak to the audience that it needs to speak to,
and they will take action and they won't just become volunteers.
They just won't become donors. If we get this right,
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(06:31):
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Speaker 2 (07:09):
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Speaker 1 (07:13):
So that's the first piece of the puzzle that I
wanted to share. The next one is what social media
platforms are nonprofit organizations using? What social platforms are nonprofits using?
When I saw this, I was like, I have to
share it. My people will love it. I have to
share it with you. So let's start from the top.
(07:33):
The big, big platform on the block. Facebook still running
strong again. This is according to hoot suite, And this
is a sample from five hundred and twenty respondents. And
this is from a two thousand and twenty five the
hoot Suite twenty and twenty five trend survey. So ninety
(07:55):
six percent of nonprofit organizations are on Facebook. You've heard
this myth that Facebook is gone. Facebook is dead, Like,
don't spend your time on Facebook. Now, I will admit
I am not the biggest fan of Facebook. I feel
like I get on there and I get the most
spammiest spam spam I ever get people from all out
(08:17):
the woodworks reaching out to me. But I've I've put
myself in that position because of what I do. Right,
I'm putting myself out there. I'm quite open and public
with all of my content and information, so I get that.
But for nonprofit organizations, it's definitely a stable foundation. Now,
would I prioritize it in terms of the energy I
(08:41):
put in to social media.
Speaker 2 (08:44):
It would be a part of the priority, right.
Speaker 1 (08:46):
It wouldn't be the main priority because there's so much
happening on the other platforms, and we'll talk about that
in a minute, but I wouldn't neglect it. I would
definitely allocate a percentage of your bandwidth or your resources
to Facebook, specifically meta ads. So if you are not
(09:07):
running Facebook ads, I think for your nonprofit organization, it's
a great way to improve in terms of awareness for
your cause and movement, but also a great way to
get some of those conversions if you're trying to get
some donation, So that's Facebook. And then the meta twin,
which I think is really cool, that Instagram is ninety
(09:28):
two percent. So ninety two percent of nonprofit organizations are
using Instagram, which is huge and it shows that they're
kind of working hand in hand. So if you're on Facebook,
I would strongly recommend just getting on Instagram as well.
Many of the organizations that I have spoken to or
work with in the past might have Facebook, but they're
not utilizing Instagram, which for me, is a huge mistake
(09:50):
because it's low hanging fruit. You're already creating the content
on Facebook, it doesn't hurt to also publish that content
on Instagram, So I would strongly recommend we give Instagram
some attention as well.
Speaker 2 (10:03):
And then this one is great linked in old Baby.
Speaker 1 (10:06):
If you have listened to anything I've put out on
social media over the last couple of months, you know
that in twenty twenty five for my business, for my clients,
I am locked.
Speaker 2 (10:17):
In on linked in old Baby.
Speaker 1 (10:21):
I think there's just so much opportunity, especially when we're
thinking about founder driven content. We have so many organizations,
you know, throughout the nonprofit sector who put up their
logo right of whatever the organization is. It could be
like a fish with a pinwheel, like that's what it is,
you know, whatever the name of the organization is, and
(10:45):
that's it. They put up the logo, maybe they'll share
some of those images their team creates from Canva, but
they don't actively actively nurture the platform. This is specifically
with LinkedIn, but this could also be relevant to the
other platforms as well.
Speaker 2 (11:02):
And one thing we want to do in twenty twenty five.
Speaker 1 (11:06):
Is stop treating social media like a box that you
need to check on your to do list. You're doing
a disservice to your organization, You're doing a disservice to
your team, and most importantly, you're doing a disservice to
(11:28):
the people that you serve.
Speaker 2 (11:32):
You're crippling your mission. You're crippling your mission.
Speaker 1 (11:37):
So definitely we want to concentrate on LinkedIn if we're
not already there. And one more thing before we leave LinkedIn,
when we talk about founder led content, you don't you
don't want to just operate from your company page. You
want to make sure that whoever the leader is of
the organization or whoever the spokesperson is, you want to
(12:00):
make sure that their content is leading people towards the
mission and also towards the company page. So really the
focus is getting the team to jump on show a face.
People are more interested in interacting with humans than they
are with logos.
Speaker 2 (12:18):
I'm just saying, so.
Speaker 1 (12:20):
After LinkedIn at eighty six percent, we have YouTube at
sixty six percent. I'll start by saying this YouTube is
my favvorite platform. Like I love YouTube as a user,
as a marketer, I just think there's so much long
term value, longer shelf life for your content. Where on
(12:42):
Instagram or Facebook, you could release a piece of content,
It'll live for a couple of minutes and then it'll
disappear into the abyss of lost content, never to be
seen again. Where with YouTube, if you get it right,
your content could essentially live for ever. It has a
longer shelf life. So if you're creating content that's bringing
(13:04):
value to your audience in a way that years down
the line, people who have that same question, people who
have that same concern, people who have that same problem
will be able to reference your video for years to come.
Think about it, how many times have you needed to
solve a problem something as simple as I don't know,
(13:29):
changing a valve on your furnace in your house, and
the first thing you did was.
Speaker 2 (13:37):
Go to YouTube. You go to YouTube, you look.
Speaker 1 (13:40):
It up, and a video from seven years ago, huh
am I talking to someone right now? A video from
seven years ago shot on an iPhone mad rickety Shaky.
Speaker 2 (13:55):
With over two million views, provides the solution that you're
looking for.
Speaker 1 (14:00):
When we think about social media, we always want to
provide solutions to people's problems.
Speaker 2 (14:06):
But specifically on.
Speaker 1 (14:08):
YouTube is the that is the cheat code, if you will,
That's how you really create content that has a longer
lifespan than other social media platforms. So I want to
make sure you guys are trying out YouTube this season
this year if you're not already, but if you are
on YouTube, please reach out if you need support on
figuring out a strategy. If you didn't know, I did
(14:30):
spend a portion of my career with vid iq as
one of their founding creator creator coaches. So my job
literally was like to wake up, get on camera and
like coach creators about YouTube. So like, I love this stuff,
but I've learned a bunch. I don't know the most.
I'm not gonna sit here in front like I'm the
(14:50):
best YouTube specialist in the world, but I am, in
fact a YouTube specialist. I'm just saying make sure you
guys knew that percent of social of North I'm sorry,
sixty percent of nonprofit organizations are on X Twitter. I
would prioritize X and Twitter as well. I think's a
(15:11):
there's a lot of changes happening there. I know that
people are fleeing X and Twitter for platforms like Threads
and blue Sky. I wouldn't be against testing those platforms,
but I would definitely keep a stronghold on your presence
on Twitter or X. If you are not on Twitter
(15:31):
and X, I wouldn't prioritize it. And for new social
media teams, people who are brand new to social media
with their nonprofit organization. I always recommend this rule and
this is very important, So listen up. Focus on one platform,
but reserve your handles across all platforms. So focus on
(15:56):
one platform to start, but make sure you resider all
of your social media platform handles very important. The last
thing you want is if the name of your company
is you know, Hits Different, you know Hits Different, inc.
Speaker 2 (16:11):
Or whatever hits hits Different.
Speaker 1 (16:14):
And then your your handle on Facebook is hits different
and then on Instagram it's hits differently, and you know
on axis like hits that different, Like you wanted to
be across the board, If you can reserve the same
handle across the board, I would recommend that. And there
are even websites out there that will help you to
(16:35):
check to see if your handle is already used. So
I would reserve the same handle across all social media platforms.
So after exus sixty percent, we have a huge drop.
So we went from ninety six, ninety two, eighty six,
sixty six to sixty percent all the way down to
(16:56):
twenty seven percent.
Speaker 2 (16:58):
With TikTok.
Speaker 1 (16:58):
If you don't have TikTok on your phone right now,
you won't be able to download it. We did an
entire episode about TikTok recently, if you want to check
that out. But if you are on TikTok already and
you have and you have an account, I would recommend
make sure you stay active there as well. Next up
is sixteen percent, which was very surprising to me.
Speaker 2 (17:20):
Threads.
Speaker 1 (17:20):
Threads made it in here, which is the x Twitter
version or app that type app that Facebook and Instagram
over at Meta those folks at meta released. Then we
have WhatsApp, which is another meta product, Pinterest at seven percent,
and then Reddit at four percent. Struggling to find time
(17:41):
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Speaker 1 (18:24):
Again, that's b I T dot l y Forward slash
robin for Hire. One of my buddies told me that
I really need to lean into Reddit. I tried it
out at the end of last year for my I
do NBA content as well, and for my NBA content
I tried and it was just a lot man like. So,
(18:45):
if in fact, you are on Reddit and you love
the platform and you love to engage there. I think
it's there's there's a lot of opportunity there. I think
for me, the forum that I was in, the people
were just really I don't know, I don't want to.
Speaker 2 (18:59):
Say they were prejudiced.
Speaker 1 (19:02):
I think so. It felt crazy, y'all. It was like
they were like blocking my stuff. I would go back
and look and someone else would release the exact same stuff.
And the difference between me and another user is is
that I'm creating public content. I'd have videos on YouTube
you see my face, and after a while I just quit.
I was just like these guys like are mad at me?
(19:24):
Like what did I do to them?
Speaker 2 (19:25):
But that is a whole nother episode for a whole
another day.
Speaker 1 (19:29):
Okay, Next up, let's take a look at how often
nonprofits are updating their social strategy. Thirty nine percent of
nonprofits are upgrading their updating their strategy quarterly, twenty five
percent are doing it annually, seventeen percent are doing it monthly,
nine percent are not doing it all, doing it at all,
(19:51):
and five percent are doing it weekly. So how often
should you take a look at your social strategy? I
think it depends on the organization, but best practice what
I try to teach people is to look at it
from different vantage points at different times of the year.
Speaker 2 (20:09):
So what I like to do is.
Speaker 1 (20:10):
In late the late Q four maybe November October November,
we start looking at what we're going to do for
the following year, strategy wise for the whole year. Then
we break it up in to quarters. So now I
know what my my year is going to look like.
(20:31):
I know what my quarters are going to look like.
Social media is very fluid. It changes things, change businesses
change nonprofits, change the work right, the works right, so
you want to make sure you have some flexibility.
Speaker 2 (20:43):
So then what I would recommend.
Speaker 1 (20:45):
Once you have the annual and quarterly plan broken down,
then I would take it to monthly. I don't really
suggest daily or weekly strategies. You can pivot weekly and
daily as needed, but I like to at least thirty
to sixty days before content starts getting published that we
(21:08):
know exactly what we're doing, we know what the strategy is,
and we know if we're going to make any changes
or revisions to our quarterly or annual plan. So that's
just high level how I like to look at it.
And again, if you have questions about it, please reach out,
I'll be glad to help. Next up, let's talk about
what causes nonprofit organizations to make changes to the social strategy.
(21:34):
Forty five percent of nonprofits change their strategy because there's
a change in organizational goals. Forty three percent change because
of results of previous social media posts or campaigns. I
think that's a legitimate, very legitimate reason to change the strategy.
Thirty percent change to target social platforms, algorithms and updates.
(21:55):
That's something I'd listen. We have to be mindful of
algorithm of them changes. But if you're creating really good
content and you're also telling the story of your organization,
it'll work. You might have to make minor changes, but
pivoting your entire strategy because of an.
Speaker 2 (22:11):
Algorithm change is not always the best plan.
Speaker 1 (22:14):
Twenty five percent of folks change because of new audience insights,
twenty four percent change because of cultural opportunities like memes
and trends. Twenty three percent change because of team resources,
you know, including bringing in an external agency. Twenty one
percent of folks change because of news updates or brand
(22:39):
on their brand guidelines. Seventeen percent change because of major
news or cultural events. Sixteen percent change because of new management,
twelve percent change because of their target audience changing, twelve
percent change because of competitor activity. I wouldn't really recommend that, Like,
don't go changing because of your competitors, another twelve percent
(23:02):
change because of new social media tools, and the last
little bit changes because a crisis specific to the organization.
So for me, I think these are all legit. Some
of the ones that really give me kind of a
red flag are algorithm changes and also competitors again, pivoting
and changing your weekly publishing schedule, things of that nature
(23:27):
is fine. But when you shift your entire social strategy based.
Speaker 2 (23:32):
On things that are external, you know what I'm saying.
Speaker 1 (23:34):
I think that that's where I kind of have a reflag. Again,
I'm not against doing that when the time calls for it,
but generally speaking, I'm really about leaning into the content
being right and then everything else working itself out. Is
what I call algorithm proof content. Algorithm proof content. Okay,
so next steps before we close out, First thing I
(23:58):
want you to do if you're starting your social media
journey or if you guys are trying to refresh what
you're doing on social and you want to take a
look to see how you can.
Speaker 2 (24:08):
Improve for twenty twenty five.
Speaker 1 (24:11):
First thing you want to do is budget for social
If you haven't already allocated funds for social media, what
I would do is I would talk to leadership about
looking at your marketing budget and seeing if you can
make some type of an amendment to get some resources
for social media.
Speaker 2 (24:30):
Far too often in.
Speaker 1 (24:33):
The nonprofit space, far too often folks look at social
media as something that doesn't cost money to run. They're like, oh,
it is free, right, yeah, it's free, Like, just get
some images and put it up there. We got an
event on Friday. What's the strategy promoting our events?
Speaker 2 (24:49):
Huh? No, social media costs money.
Speaker 1 (24:53):
The sooner you start looking at social media as a
marketing channel and investing.
Speaker 2 (24:59):
This is my thing.
Speaker 1 (25:00):
If you were asking someone, let's say twenty years ago,
thirty years ago, hey, we want to run an ad
in a paper this quarter to promote an event to
create awareness for example, you wouldn't tell them to just
do it it's free. You would allocate money for it.
And it's the same thing. Social media is the new marketing, right,
(25:20):
and yes, you can get active at low cost. And
if you're a small nonprofit like a one person operation.
Yes you can do it for free, but I'm talking
to the nonprofit leaders who have a budget and have
a marketing budget, and you're missing the mark if you
are not taking some of those funds and using them
for social media. So that's the first thing, budget for
(25:42):
social The next thing is access your bandwidth. Take a
look at your team. Maybe you need to make some changes.
You don't want someone just going in there and checking
the box. If you don't have the bandwidth to do it,
Maybe make sure that you empower and delegate to someone
who will do it. But make sure someone who cares
and honestly look at their workflow and look at their workload,
(26:06):
I should say, and figure out what percentage of their
responsibilities will be aligned with social media.
Speaker 2 (26:14):
You have to do this.
Speaker 1 (26:15):
It can't be like, hey, he does website, he does
graphic design, he does social No, it needs to be like,
you know, fifty percent of his time is communication on
email with you know partners, twenty percent of his time
is on graphics, twenty percent of his time is on
social You need to break it down and make sure
that the different responsibilities are spread out in a way
(26:38):
that will benefit the organization as a whole.
Speaker 2 (26:41):
And the last thing is if you are.
Speaker 1 (26:43):
Looking at all of this and you're like, what the
heck crib and I don't have time, I don't have patience,
I don't have team for this, get help and get started.
If you get help, there are people like myself. And
if you want to connect with me on a phone call,
information is on the screen. If you're listening at home,
it's bitlely slash robin for hire. That's b I T
(27:05):
dot l y forward slash r O b I n
f O r h I r E robin for hire.
Speaker 2 (27:12):
Listen.
Speaker 1 (27:15):
If you're taking your head banging it against the wall
because you don't understand this stuff, it's okay.
Speaker 2 (27:21):
It's not your job to understand this stuff. It's my job.
Speaker 1 (27:27):
It's people like me who live, breathe, sleep, and poop
This stuff like this is totally my jam.
Speaker 2 (27:37):
So I don't want you out there. Oh my god,
what am I gonna do? They can't figure it.
Speaker 1 (27:41):
Out, and you have people in this industry who are
here to support you. Now, if you have a team
that needs guidance and you don't know how to support them,
that's also something I can help with. But there are
tons of people out there that might be a good
fit for you. So even if you don't decide to
work with me, I want you to work with someone.
Speaker 2 (28:02):
That's all we have this week.
Speaker 1 (28:03):
Make sure you tune in to the next episode of
Land to Talk.
Speaker 2 (28:06):
Please do us a big favor.
Speaker 1 (28:07):
If you got any value here, please leave us a
five star review on Apple Podcasts or Spotify, and please
subscribe and like our YouTube channel at land the Talk.
Speaker 2 (28:19):
Talk to you soon.
Are you a nonprofit leader struggling to make sense of
social media? Do you have a team that you cannot
give direction to because you don't know what the heck
you're talking about? In this episode, we're gonna help you
unlock the trends for two thousand and five social media
here on Land the Talk. Welcome to Land the Talk.
(00:25):
I am your host, Robin Nathaniel here with another solo episode.
We checked out the data and the statistics from our episodes,
and our highest performing show was one of my solo
episodes about social media. So we're back at it again.
So in this episode, I'm actually going to take some
data that I gathered from Hootsuite in their Social Media
(00:49):
Trends for nonprofit Organizations, just unpack it, give you my commentary,
and hopefully provide you with.
Speaker 2 (00:57):
Tons and tons of value.
Speaker 1 (01:00):
So this is the twenty twenty five Social Media Report
for Nonprofits. I got this data from hoot Suite, one
of my favorite sources for social media information, trends, analytics,
but also strategies, and I'm gonna just go through it
step by step with you.
Speaker 2 (01:18):
Now.
Speaker 1 (01:18):
I will note this is not the complete report. I
definitely took some of the highlights that I feel are
most relevant to the people that I'm communicating with on
a day to day basis surrounding social media. So I
wanted to make sure that you knew that this is
not just like a me reading off their report. This
is ME actually taking the high level information that I
(01:39):
think that will be most valuable for you and your
nonprofit organization. So you guys could use it to raise
tons of money and increase your global reach for your mission.
So let's jump right into the first slide here. So
these are some of the social trends for twenty twenty
five and how they're shaping social med media in the
(02:00):
nonprofit sector. One of the big things is content experimentation.
This is something that I've been on the hilltop, like
literally screaming with a bullhorn for nonprofit organizations to do.
Speaker 2 (02:15):
We find in.
Speaker 1 (02:16):
Many of our interactions with social media leaders that folks
are going on social media reserving their handles on the
big platforms like Facebook, Instagram, maybe, TikTok, YouTube x Twitter, right,
and what they do is they put a link to
their website maybe, and then they start flooding social media
(02:40):
with basic designs and flyers promoting events initiatives things of
that nature. Now, I'll start by saying, I don't mean
any harm when I say this. If you're just doing that,
you're missing the mark, and I believe that your mission
deserves more more than that. So I want to encourage
(03:01):
you in twenty twenty five to really experiment with some
different content types.
Speaker 2 (03:07):
For YouTube, it might look a little different.
Speaker 1 (03:08):
Folks might share a video from one of their events
and just share it from beginning to end, someone speaking
on stage, or maybe a little bit of BTS from
one of their events, but not really capturing those stories.
And that's one of the things we want to experiment with.
So Hootsuite goes on to say, social teams and this
(03:31):
is one of the trends that they predict for twenty
twenty five. Social teams ditch brand consistency to push creative boundaries.
Speaker 2 (03:39):
Oh baby, that is speaking my language.
Speaker 1 (03:44):
Forty two percent of marketers at nonprofits have experimented with
a new tone of voice or personality on social media
in the last twelve months. Another important note, brands drop
in on creator comments to pick up new audiences. Forty
one percent of marketers at nonprofits have been testing proactive
(04:04):
engagements this is huge.
Speaker 2 (04:07):
So two takeaways there.
Speaker 1 (04:08):
We talked a little bit about creative assets, making sure
you're exploring the creative oasis, if you will, to make
sure that you guys are coming up with things that
can resonate with your audience. If you keep creating those
fires on Canva and then not getting any engagement, there's
(04:28):
a reason for it. It's because your audience is not
resonating with it. And if you want to do that,
the best way to do that is really thinking about
creating a video strategy around capturing stories of your the
people you serve, your staff members, or the organization's story
as a whole. The other thing they mentioned was about
(04:50):
getting into the comment section, how marketers, social media professionals
for nonprofit organizations should get more active in the comment
section to create new audience members. And one thing that
I'm really trying to drive home for folks who are speakers, right,
because many of the speakers in our community are nonprofit
(05:11):
leaders but also mission driven leaders.
Speaker 2 (05:13):
Right.
Speaker 1 (05:13):
If you're doing something that is supposed to impact people
in a positive way, this is for you, and I
need you to listen up close. It's o kay to
focus in on the results of what you are trying
to do as opposed to the thing you are trying.
Speaker 2 (05:34):
To sell or get people to take action on.
Speaker 1 (05:37):
I find that in this space, we're in a place
where it's like, Hey, my.
Speaker 2 (05:41):
Name is John, I have a nonprofit will you donate?
Speaker 1 (05:45):
What where they do that act like I don't know you, John,
I want to get to know you. So a better
strategy would be instead of creating a flyer that says, hey,
come to our event and donate.
Speaker 2 (05:56):
Hey, click here to donate.
Speaker 1 (05:58):
Hey, this is how you support, maybe creating a piece
of content that's like, Hey, this is what we did
for Andrew, this is how we help Maria, this is
how we help Sarah and her family.
Speaker 2 (06:10):
And that will.
Speaker 1 (06:10):
Speak to the audience that it needs to speak to,
and they will take action and they won't just become volunteers.
They just won't become donors. If we get this right,
they'll become advocates. And that's what we're trying to build here.
This is going to blow your mind. Data from the
US government's National Child Abuse and Neglect Data System found
(06:31):
that over three million child abuse cases are reported every year.
That's why we are supporting Mosaic Georgia Mosaic provides support
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(06:56):
They provide it all under one roof. But they can't
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Speaker 2 (07:09):
Your generosity can save a child's life.
Speaker 1 (07:13):
So that's the first piece of the puzzle that I
wanted to share. The next one is what social media
platforms are nonprofit organizations using? What social platforms are nonprofits using?
When I saw this, I was like, I have to
share it. My people will love it. I have to
share it with you. So let's start from the top.
(07:33):
The big, big platform on the block. Facebook still running
strong again. This is according to hoot suite, And this
is a sample from five hundred and twenty respondents. And
this is from a two thousand and twenty five the
hoot Suite twenty and twenty five trend survey. So ninety
(07:55):
six percent of nonprofit organizations are on Facebook. You've heard
this myth that Facebook is gone. Facebook is dead, Like,
don't spend your time on Facebook. Now, I will admit
I am not the biggest fan of Facebook. I feel
like I get on there and I get the most
spammiest spam spam I ever get people from all out
(08:17):
the woodworks reaching out to me. But I've I've put
myself in that position because of what I do. Right,
I'm putting myself out there. I'm quite open and public
with all of my content and information, so I get that.
But for nonprofit organizations, it's definitely a stable foundation. Now,
would I prioritize it in terms of the energy I
(08:41):
put in to social media.
Speaker 2 (08:44):
It would be a part of the priority, right.
Speaker 1 (08:46):
It wouldn't be the main priority because there's so much
happening on the other platforms, and we'll talk about that
in a minute, but I wouldn't neglect it. I would
definitely allocate a percentage of your bandwidth or your resources
to Facebook, specifically meta ads. So if you are not
(09:07):
running Facebook ads, I think for your nonprofit organization, it's
a great way to improve in terms of awareness for
your cause and movement, but also a great way to
get some of those conversions if you're trying to get
some donation, So that's Facebook. And then the meta twin,
which I think is really cool, that Instagram is ninety
(09:28):
two percent. So ninety two percent of nonprofit organizations are
using Instagram, which is huge and it shows that they're
kind of working hand in hand. So if you're on Facebook,
I would strongly recommend just getting on Instagram as well.
Many of the organizations that I have spoken to or
work with in the past might have Facebook, but they're
not utilizing Instagram, which for me, is a huge mistake
(09:50):
because it's low hanging fruit. You're already creating the content
on Facebook, it doesn't hurt to also publish that content
on Instagram, So I would strongly recommend we give Instagram
some attention as well.
Speaker 2 (10:03):
And then this one is great linked in old Baby.
Speaker 1 (10:06):
If you have listened to anything I've put out on
social media over the last couple of months, you know
that in twenty twenty five for my business, for my clients,
I am locked.
Speaker 2 (10:17):
In on linked in old Baby.
Speaker 1 (10:21):
I think there's just so much opportunity, especially when we're
thinking about founder driven content. We have so many organizations,
you know, throughout the nonprofit sector who put up their
logo right of whatever the organization is. It could be
like a fish with a pinwheel, like that's what it is,
you know, whatever the name of the organization is, and
(10:45):
that's it. They put up the logo, maybe they'll share
some of those images their team creates from Canva, but
they don't actively actively nurture the platform. This is specifically
with LinkedIn, but this could also be relevant to the
other platforms as well.
Speaker 2 (11:02):
And one thing we want to do in twenty twenty five.
Speaker 1 (11:06):
Is stop treating social media like a box that you
need to check on your to do list. You're doing
a disservice to your organization, You're doing a disservice to
your team, and most importantly, you're doing a disservice to
(11:28):
the people that you serve.
Speaker 2 (11:32):
You're crippling your mission. You're crippling your mission.
Speaker 1 (11:37):
So definitely we want to concentrate on LinkedIn if we're
not already there. And one more thing before we leave LinkedIn,
when we talk about founder led content, you don't you
don't want to just operate from your company page. You
want to make sure that whoever the leader is of
the organization or whoever the spokesperson is, you want to
(12:00):
make sure that their content is leading people towards the
mission and also towards the company page. So really the
focus is getting the team to jump on show a face.
People are more interested in interacting with humans than they
are with logos.
Speaker 2 (12:18):
I'm just saying, so.
Speaker 1 (12:20):
After LinkedIn at eighty six percent, we have YouTube at
sixty six percent. I'll start by saying this YouTube is
my favvorite platform. Like I love YouTube as a user,
as a marketer, I just think there's so much long
term value, longer shelf life for your content. Where on
(12:42):
Instagram or Facebook, you could release a piece of content,
It'll live for a couple of minutes and then it'll
disappear into the abyss of lost content, never to be
seen again. Where with YouTube, if you get it right,
your content could essentially live for ever. It has a
longer shelf life. So if you're creating content that's bringing
(13:04):
value to your audience in a way that years down
the line, people who have that same question, people who
have that same concern, people who have that same problem
will be able to reference your video for years to come.
Think about it, how many times have you needed to
solve a problem something as simple as I don't know,
(13:29):
changing a valve on your furnace in your house, and
the first thing you did was.
Speaker 2 (13:37):
Go to YouTube. You go to YouTube, you look.
Speaker 1 (13:40):
It up, and a video from seven years ago, huh
am I talking to someone right now? A video from
seven years ago shot on an iPhone mad rickety Shaky.
Speaker 2 (13:55):
With over two million views, provides the solution that you're
looking for.
Speaker 1 (14:00):
When we think about social media, we always want to
provide solutions to people's problems.
Speaker 2 (14:06):
But specifically on.
Speaker 1 (14:08):
YouTube is the that is the cheat code, if you will,
That's how you really create content that has a longer
lifespan than other social media platforms. So I want to
make sure you guys are trying out YouTube this season
this year if you're not already, but if you are
on YouTube, please reach out if you need support on
figuring out a strategy. If you didn't know, I did
(14:30):
spend a portion of my career with vid iq as
one of their founding creator creator coaches. So my job
literally was like to wake up, get on camera and
like coach creators about YouTube. So like, I love this stuff,
but I've learned a bunch. I don't know the most.
I'm not gonna sit here in front like I'm the
(14:50):
best YouTube specialist in the world, but I am, in
fact a YouTube specialist. I'm just saying make sure you
guys knew that percent of social of North I'm sorry,
sixty percent of nonprofit organizations are on X Twitter. I
would prioritize X and Twitter as well. I think's a
(15:11):
there's a lot of changes happening there. I know that
people are fleeing X and Twitter for platforms like Threads
and blue Sky. I wouldn't be against testing those platforms,
but I would definitely keep a stronghold on your presence
on Twitter or X. If you are not on Twitter
(15:31):
and X, I wouldn't prioritize it. And for new social
media teams, people who are brand new to social media
with their nonprofit organization. I always recommend this rule and
this is very important, So listen up. Focus on one platform,
but reserve your handles across all platforms. So focus on
(15:56):
one platform to start, but make sure you resider all
of your social media platform handles very important. The last
thing you want is if the name of your company
is you know, Hits Different, you know Hits Different, inc.
Speaker 2 (16:11):
Or whatever hits hits Different.
Speaker 1 (16:14):
And then your your handle on Facebook is hits different
and then on Instagram it's hits differently, and you know
on axis like hits that different, Like you wanted to
be across the board, If you can reserve the same
handle across the board, I would recommend that. And there
are even websites out there that will help you to
(16:35):
check to see if your handle is already used. So
I would reserve the same handle across all social media platforms.
So after exus sixty percent, we have a huge drop.
So we went from ninety six, ninety two, eighty six,
sixty six to sixty percent all the way down to
(16:56):
twenty seven percent.
Speaker 2 (16:58):
With TikTok.
Speaker 1 (16:58):
If you don't have TikTok on your phone right now,
you won't be able to download it. We did an
entire episode about TikTok recently, if you want to check
that out. But if you are on TikTok already and
you have and you have an account, I would recommend
make sure you stay active there as well. Next up
is sixteen percent, which was very surprising to me.
Speaker 2 (17:20):
Threads.
Speaker 1 (17:20):
Threads made it in here, which is the x Twitter
version or app that type app that Facebook and Instagram
over at Meta those folks at meta released. Then we
have WhatsApp, which is another meta product, Pinterest at seven percent,
and then Reddit at four percent. Struggling to find time
(17:41):
for social media, unsure how to make it work for
your brand? Do you feel like you're getting left behind?
Speaker 2 (17:48):
Guess what?
Speaker 1 (17:49):
We help Busy leaders like you take the guesswork out
of social media, from full service solutions and fractional strategy
support to award winning video production and early audits. We
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having a social media presence that drives results without sacrificing
(18:10):
your time or energy. We're only accepting a few clients
this year, so don't wait. Visit bit lead slash robin
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Speaker 2 (18:22):
To see if we'd be a good fit for each other.
Speaker 1 (18:24):
Again, that's b I T dot l y Forward slash
robin for Hire. One of my buddies told me that
I really need to lean into Reddit. I tried it
out at the end of last year for my I
do NBA content as well, and for my NBA content
I tried and it was just a lot man like. So,
(18:45):
if in fact, you are on Reddit and you love
the platform and you love to engage there. I think
it's there's there's a lot of opportunity there. I think
for me, the forum that I was in, the people
were just really I don't know, I don't want to.
Speaker 2 (18:59):
Say they were prejudiced.
Speaker 1 (19:02):
I think so. It felt crazy, y'all. It was like
they were like blocking my stuff. I would go back
and look and someone else would release the exact same stuff.
And the difference between me and another user is is
that I'm creating public content. I'd have videos on YouTube
you see my face, and after a while I just quit.
I was just like these guys like are mad at me?
(19:24):
Like what did I do to them?
Speaker 2 (19:25):
But that is a whole nother episode for a whole
another day.
Speaker 1 (19:29):
Okay, Next up, let's take a look at how often
nonprofits are updating their social strategy. Thirty nine percent of
nonprofits are upgrading their updating their strategy quarterly, twenty five
percent are doing it annually, seventeen percent are doing it monthly,
nine percent are not doing it all, doing it at all,
(19:51):
and five percent are doing it weekly. So how often
should you take a look at your social strategy? I
think it depends on the organization, but best practice what
I try to teach people is to look at it
from different vantage points at different times of the year.
Speaker 2 (20:09):
So what I like to do is.
Speaker 1 (20:10):
In late the late Q four maybe November October November,
we start looking at what we're going to do for
the following year, strategy wise for the whole year. Then
we break it up in to quarters. So now I
know what my my year is going to look like.
(20:31):
I know what my quarters are going to look like.
Social media is very fluid. It changes things, change businesses
change nonprofits, change the work right, the works right, so
you want to make sure you have some flexibility.
Speaker 2 (20:43):
So then what I would recommend.
Speaker 1 (20:45):
Once you have the annual and quarterly plan broken down,
then I would take it to monthly. I don't really
suggest daily or weekly strategies. You can pivot weekly and
daily as needed, but I like to at least thirty
to sixty days before content starts getting published that we
(21:08):
know exactly what we're doing, we know what the strategy is,
and we know if we're going to make any changes
or revisions to our quarterly or annual plan. So that's
just high level how I like to look at it.
And again, if you have questions about it, please reach out,
I'll be glad to help. Next up, let's talk about
what causes nonprofit organizations to make changes to the social strategy.
(21:34):
Forty five percent of nonprofits change their strategy because there's
a change in organizational goals. Forty three percent change because
of results of previous social media posts or campaigns. I
think that's a legitimate, very legitimate reason to change the strategy.
Thirty percent change to target social platforms, algorithms and updates.
(21:55):
That's something I'd listen. We have to be mindful of
algorithm of them changes. But if you're creating really good
content and you're also telling the story of your organization,
it'll work. You might have to make minor changes, but
pivoting your entire strategy because of an.
Speaker 2 (22:11):
Algorithm change is not always the best plan.
Speaker 1 (22:14):
Twenty five percent of folks change because of new audience insights,
twenty four percent change because of cultural opportunities like memes
and trends. Twenty three percent change because of team resources,
you know, including bringing in an external agency. Twenty one
percent of folks change because of news updates or brand
(22:39):
on their brand guidelines. Seventeen percent change because of major
news or cultural events. Sixteen percent change because of new management,
twelve percent change because of their target audience changing, twelve
percent change because of competitor activity. I wouldn't really recommend that, Like,
don't go changing because of your competitors, another twelve percent
(23:02):
change because of new social media tools, and the last
little bit changes because a crisis specific to the organization.
So for me, I think these are all legit. Some
of the ones that really give me kind of a
red flag are algorithm changes and also competitors again, pivoting
and changing your weekly publishing schedule, things of that nature
(23:27):
is fine. But when you shift your entire social strategy based.
Speaker 2 (23:32):
On things that are external, you know what I'm saying.
Speaker 1 (23:34):
I think that that's where I kind of have a reflag. Again,
I'm not against doing that when the time calls for it,
but generally speaking, I'm really about leaning into the content
being right and then everything else working itself out. Is
what I call algorithm proof content. Algorithm proof content. Okay,
so next steps before we close out, First thing I
(23:58):
want you to do if you're starting your social media
journey or if you guys are trying to refresh what
you're doing on social and you want to take a
look to see how you can.
Speaker 2 (24:08):
Improve for twenty twenty five.
Speaker 1 (24:11):
First thing you want to do is budget for social
If you haven't already allocated funds for social media, what
I would do is I would talk to leadership about
looking at your marketing budget and seeing if you can
make some type of an amendment to get some resources
for social media.
Speaker 2 (24:30):
Far too often in.
Speaker 1 (24:33):
The nonprofit space, far too often folks look at social
media as something that doesn't cost money to run. They're like, oh,
it is free, right, yeah, it's free, Like, just get
some images and put it up there. We got an
event on Friday. What's the strategy promoting our events?
Speaker 2 (24:49):
Huh? No, social media costs money.
Speaker 1 (24:53):
The sooner you start looking at social media as a
marketing channel and investing.
Speaker 2 (24:59):
This is my thing.
Speaker 1 (25:00):
If you were asking someone, let's say twenty years ago,
thirty years ago, hey, we want to run an ad
in a paper this quarter to promote an event to
create awareness for example, you wouldn't tell them to just
do it it's free. You would allocate money for it.
And it's the same thing. Social media is the new marketing, right,
(25:20):
and yes, you can get active at low cost. And
if you're a small nonprofit like a one person operation.
Yes you can do it for free, but I'm talking
to the nonprofit leaders who have a budget and have
a marketing budget, and you're missing the mark if you
are not taking some of those funds and using them
for social media. So that's the first thing, budget for
(25:42):
social The next thing is access your bandwidth. Take a
look at your team. Maybe you need to make some changes.
You don't want someone just going in there and checking
the box. If you don't have the bandwidth to do it,
Maybe make sure that you empower and delegate to someone
who will do it. But make sure someone who cares
and honestly look at their workflow and look at their workload,
(26:06):
I should say, and figure out what percentage of their
responsibilities will be aligned with social media.
Speaker 2 (26:14):
You have to do this.
Speaker 1 (26:15):
It can't be like, hey, he does website, he does
graphic design, he does social No, it needs to be like,
you know, fifty percent of his time is communication on
email with you know partners, twenty percent of his time
is on graphics, twenty percent of his time is on
social You need to break it down and make sure
that the different responsibilities are spread out in a way
(26:38):
that will benefit the organization as a whole.
Speaker 2 (26:41):
And the last thing is if you are.
Speaker 1 (26:43):
Looking at all of this and you're like, what the
heck crib and I don't have time, I don't have patience,
I don't have team for this, get help and get started.
If you get help, there are people like myself. And
if you want to connect with me on a phone call,
information is on the screen. If you're listening at home,
it's bitlely slash robin for hire. That's b I T
(27:05):
dot l y forward slash r O b I n
f O r h I r E robin for hire.
Speaker 2 (27:12):
Listen.
Speaker 1 (27:15):
If you're taking your head banging it against the wall
because you don't understand this stuff, it's okay.
Speaker 2 (27:21):
It's not your job to understand this stuff. It's my job.
Speaker 1 (27:27):
It's people like me who live, breathe, sleep, and poop
This stuff like this is totally my jam.
Speaker 2 (27:37):
So I don't want you out there. Oh my god,
what am I gonna do? They can't figure it.
Speaker 1 (27:41):
Out, and you have people in this industry who are
here to support you. Now, if you have a team
that needs guidance and you don't know how to support them,
that's also something I can help with. But there are
tons of people out there that might be a good
fit for you. So even if you don't decide to
work with me, I want you to work with someone.
Speaker 2 (28:02):
That's all we have this week.
Speaker 1 (28:03):
Make sure you tune in to the next episode of
Land to Talk.
Speaker 2 (28:06):
Please do us a big favor.
Speaker 1 (28:07):
If you got any value here, please leave us a
five star review on Apple Podcasts or Spotify, and please
subscribe and like our YouTube channel at land the Talk.
Speaker 2 (28:19):
Talk to you soon.
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