Mythbusting your Social Strategy for 2020: Our Social Expert Weighs in

by Megan Marks, 06 Nov 2019

As nonprofits grow their presence on social, it’s important to stand out from the pack. But when you’re looking to up your organization’s social game, it’s important to remember that not all industry “best practices” are really...best. We asked Megan Marks, our in-house social media guru, which best practices don’t actually work. Here’s her answer: 

My favorite misconception about social is that your creative has to be completely different across Facebook and Instagram. Facebook owns Instagram — it’s not a secret. The creative does not need to be completely different, because I, as a consumer, am the same person on Facebook as on Instagram. If they both decide to deliver me an ad on Instagram, it’s going to be because there’s a different action they want me to take. You can customize your visuals on Instagram, which is great, but you don’t need to put 30-40 hours into creative development separating those two platforms out. This is one of the biggest misconceptions in social. 

Another misconception is that the media funnel is Awareness > Consideration > Conversion. What we’ve seen over the last five years is that awareness and consideration are very similar steps, and the messaging doesn’t really need to be varied between them. 

Instead, we’re now planning for journeys of Reputation > Consideration > Conversion > Reengagement. 

The reason for this is that as we become a more socially aware society, brand reputation matters more to the consumers. I don’t want to donate somewhere if I feel they have a bad reputation. And that almost replaces awareness. Reputation can sometimes be considered PR, but also you can do reputation management through media. And it’s a very important top layer. Before people can even consider donating to you, they have to be comfortable with you as an organization. 

Consideration is essentially the old steps of Awareness and Consideration combined. I’m aware of your product and if I like what you’re saying, then I’m likely to consider you. For Conversion, research usually does well; brand and non-brand search live there. 

And then there’s Reengagement. You can only find so many new people every year, so it’s really important to get repeat donors. But how do you keep once-a-year repeat donors engaged throughout the year? How do you move them to two- or three-times-a-year donors, to four- or five-times-a-year donors, to sustainers? That bottom phase of the funnel is very important. 

It’s important not to forget about Reputation until you actually need it. Reputation should always be on. If you wait until you’re in the gutter to work on Reputation, it doesn’t do you much good. You’re better off always having “we do great things for the world” messaging in place.

You want to set up your 2020 social strategy for success. Why not let us take a look?

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