Social media management requires focus, understanding

February 11, 2014

Social media management requires focus, understanding

Proper understanding and connectivity of social media platforms is essential to improving donor relations and spreading awareness about an organization. However, many nonprofits may not have properly trained or dedicated staff and are operating social media silos, according to Nonprofit Quarterly.

Because of social media's beginnings as a personal networking site, many organizations may struggle to determine who should oversee its use. In some cases, it is simply delegated to a person who takes an interest in it, but it is not seen specifically as a job task. Given the importance of social media for engagement and awareness, it should not be written off as "other duties."

Using social media platforms appropriately
Effective use of multiple social media platforms requires communication. One employee should not handle Twitter while another separately oversees Facebook. Organizations must discuss campaigns as a whole to avoid sending significantly different messages through various platforms. If it there is room in the budget, social media management should be the job one department with access to the proper resources.

Another risk with simply allocating the duties to a random employee is that his or her posts might represent the views of the individual more than the organization. What an individual might believe is appropriate or interesting for social media could go against the values and goals of the nonprofit. Personal use of social media rarely requires a lot of thought. Users tend to post what's on their mind without regard for whether or not others will find it interesting. 

When used as a marketing tool, much more thought should be given to what is considered engaging content. Nonprofits should share uplifting stories about the communities and people they serve, announce fundraisers and engage donors. To avoid fans hiding the feed or glazing over it, the organization should avoid posts or content that will be of little interest to followers.

Proper training on social media
If trying to utilize social media more effectively, organizations should look for someone that has some past experience managing a feed. If the organization is not currently hiring, it might be worth looking into sending an employee to a training course so they can learn how to properly use different platforms. The most logical choice would be to choose an employee who is already involved in donor outreach and fundraising campaigns. It's important that the person behind the controls of a social media platform is familiar with the nonprofit's audience.

Content presented by First Nonprofit Companies, the leading provider of state unemployment insurance solutions for 501(c)(3) nonprofit employers.


Ready to chat?
Get in touch today to request a no-obligation savings evaluation.


First Nonprofit has saved us so much money over the state’s program. We had one little glitch with the state recently and we contacted FNP immediately. FNP staff called us back immediately and moved to remedy the problem.

WI Council of Religious & Independent Schools (WCRIS), Madison, WI

First Nonprofit has been a great partner. They have helped us saved hundreds of thousands of dollars! They have awesome resources for our nonprofit organization. Thanks for the partnership.

Community Care Inc., Milwaukee, WI

Life is certainly busy these days but having business partners like First Nonprofit has made some of the process hassle free. We have worked with this team for years. When we changed payroll systems, they outlined every step. I think this team is terrific and I know they get the job done! Thank you, Cruz, to all the team at FNP.

Gulfside Healthcare Services, New Port Richey, FL

FNP has helped our agency to save thousands of dollars every year on our unemployment coverage. The service is phenomenal, and we are thankful to their team as our partner. My experience working with Marshall on the advocacy around UE for nonprofits was also a highlight as someone who teaches advocacy and lobbying for nonprofits. Really, your whole team is top shelf, so thank YOU!

Advancing Academics, Turtle Creek, PA

Chicago Children’s Theatre has greatly benefited from our partnership with First Nonprofit, and I have always enjoyed working with the staff on our filings and any complicated questions. I would not hesitate to recommend First Nonprofit to fellow nonprofits. We’re very happy customers.

Chicago Children’s Theatre, Chicago, IL

FNP is a great resource for Daniel Kids. To have a TPA that we can count on to take point on not only managing our unemployment claims, but to support and guide any protest hearing, is invaluable. All the professional support staff we have worked with have been excellent, very knowledgeable and responsive. We are grateful for the help and support, thank you.

Daniel Kids, Jacksonville, FL

When I first began in my position at my organization, I hadn’t had experience working with a company like FNP. The staff was so patient and helpful in helping to explain the benefits of First Nonprofit. Anytime I reach out with a question I receive a quick, clear, and thorough response. I’m so thankful that we decided to partner with FNP. Their excellence in customer service, coupled with their variety of packages frees us up to truly serve our staff and community with a peace of mind knowing that our organization is protected against unanticipated unemployment insurance expenses.

Homes of Hope, Chicago, IL

First Nonprofit gets an A+ in my book. You are so easy to work with & very knowledgeable! Whether it is my quarterly correspondence with Kim or my random interactions with Dawn about a bond … I am so pleased that I get to work with such a helpful company. Thank you!

Women's Choice Network, Pittsburgh, PA