Recently Mashable.com released an infographic examining the correlation between the nonprofits with the biggest budgets and the ones that have the biggest online followings. Survey says: the two are not synonymous.
The Public Broadcasting Network comes in as the strongest web-presence among nonprofits with the following statistics:
- Nearly 850,000 followers on Twitter
- Over 900,000 “Likes” on Facebook
- Most commented, replied, retweeted non-profit on the web
So how did they get there? What did they do right? Well here are three things:
- They follow a lot of other Twitter accounts...like 174,000. They are committed to the conversation and know they are not the only ones who have a valuable message to put out there. Organizations who monologue are ignored. Value the dialogue.
- PBS’s profile description explains why they are on Twitter: “PBS invites you to explore new ideas and discover new worlds. Join us here for conversation and sharing.” When you get an email that says PBS is following you, you have a moment to decide if you want to follow them back. You don’t have to pore through their Twitter feed to see if you like the content, the description describes their content.
- PBS utilizes all the features Facebook and Twitter have to offer. If PBS can use it to promote their content, they will do just that. Whether it’s Twitter Lists that help users locate more PBS content or Facebook Notes that highlight special events, PBS is well-versed in providing users with hours of content. They even have a PBS Prohibition Game for those who log on to Facebook just to play games. If you are on social media, they will reach you. They will speak whatever language you speak.
What other social media components should nonprofits value?