Should our directors use social media to raise our organisation’s profile, especially if we’re an NFP?
Social media is an indispensable tool for communication and engagement. Not-for-profit organisations (NFPs) in particular can benefit immensely from the use of social media.
The power of social media
Social media platforms offer unparalleled visibility and engagement, especially for organisations with limited marketing budgets. These platforms are a global stage to showcase missions, share successes and engage diverse audiences. Directors’ networks are often made up of real-life connections, the engagement with which can enhance the organisation’s profile and credibility.
Growing visibility and reach
A primary benefit of social media is its ability to increase visibility. Directors will most likely see value from LinkedIn, but X (formerly Twitter), Instagram and TikTok are also effective to reach relevant audiences. According to the Meltwater/ We Are Social Global Digital Report 2024, the average Australian spends almost 14 hours a week on social channels. This is a significant opportunity to promote/celebrate the work of our organisations and build confidence in missions we support.
Collectively, contributions on social channels can be significant. A board of five directors, each with 500 LinkedIn connections and posting once a month, could reach over 30,000 people every year. The compound effect of network engagement further amplifies this reach, making it a simple, effective, inexpensive tool to distribute information.
Engaging with stakeholders
Engagement is crucial for NFPs in particular, and social media is a direct line of communication with stakeholders. Directors can use social media to engage with supporters, answer questions and gather feedback. This two-way communication helps to build a sense of community, keeps the organisation front of mind and fosters stronger stakeholder relationships. It also demonstrates transparency and accountability, vital for maintaining trust and support.
Advocacy and awareness
Directors often have a wealth of experience and knowledge in their fields. Sharing their expertise on social media can advocate for important issues and help to raise some awareness about their organisation’s cause.
Personal branding and influence
A director’s personal brand can impact the perception of their organisation. By establishing a strong social media presence, directors can build their personal brands as thought leaders and advocates for their causes. This may enhance their credibility and reflect positively on the organisation.
Building a digital footprint
Directors who actively use social media contribute to building a digital footprint for their organisation, crucial for SEO and online discoverability. When potential supporters or partners search for information about the organisation, a strong digital presence ensures that they find credible and engaging content, which can reinforce the organisation’s impact.
Overcoming challenges
Clarifying what you want to be known for, and what you will or won’t post, helps align you with your organisation’s goals and values.
Directors should be mindful of content they share, ensuring it is professional, accurate and respectful, but also engaging. Training can help directors use social media effectively and responsibly.
Results of using social media
Directors should embrace social media as a powerful tool to raise their organisation’s profile. With a strategic approach, directors can leverage social media to enhance visibility, engage with stakeholders, advocate for their causes and build a strong digital footprint. It also exposes directors to new communities and perspectives.
Jamie Wilkinson is a non-executive director with Purple Strategic Communications.
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