Posting on Facebook or any social media network is fruitless unless you have a following. You want social amplification. That’s when one of your followers shares your post with their friends. Your reach grows by how many followers they have. If they have 100 followers, your post has the chance of being seen by 100 people.
I recently started working with a nonprofit, House of Refuge SunnySlope (HRS), a faith-based, transitional housing program. They’ve been around for a almost 30 years and have over 800 Facebook likes. Until I started with them, no one was blogging. Yes, their website was being updated with pictures from events, but not blogs.
What blew me away was with only 18 shares (that is people who shared the post with their friends), they got a reach of over 1700! That means that 1700 people had the potential to see the post. For a non-profit that is huge!
Non-profits have actually 5 target markets. Their main goals are to get donations, build awareness and recruit volunteers.
The more visibility they get, the better.
Also, telling stories is what attracts people to posts and blogs. Especially positive ones. That’s what I love about working with HRS — the stories of people who were as down and out as one can get and how God worked wonders in their lives. The eye-catching picture didn’t hurt either!
Everyone wants more visibility and exposure and that’s what social media and content marketing provide when done properly.
There is no reason why your business — for-profit or non-profit — new or existing — cannot get social amplification.
However, it takes time and effort.
So you need to either budget dollars to hire someone outsourced or in-house to do your social media or budget time to learn how to do properly and effectively and then actually implement your strategic and tactical plans.