3 Reasons Your Nonprofit Needs a Social Media Manager

by J.B. Maverick

2 min read

With digital platforms and social media accounts growing in popularity, your nonprofit organization needs to make use of these dynamic and powerful social media platforms. Because your nonprofit organization relies on contacting, cultivating, and maintaining donors and supporters, and because social media outlets enable you to reach a large, broad spectrum of current and potential supporters, proper management of all the social accounts your organization uses is crucial.

Properly Utilizing Social Media Requires a Substantial Time Investment

To utilize social media successfully, it is essential for your nonprofit to be an active presence on multiple social platforms, such as Facebook, LinkedIn, Twitter, and even lesser-known platforms, such as Pinterest or Instagram. An active social media presence means that your nonprofit is consistently generating quality content for publication on a variety of social media platforms. To do this effectively and approach social media marketing in a well-planned-out and effective manner, coordinating post publishing across the entire spectrum of available outlets, requires a substantial investment of time. If your nonprofit is new or still relatively small, with a limited staff, it is unlikely that your personnel has the enough time to attend to this task properly in addition to their other responsibilities. A social media manager – even if the position is only part-time – who is dedicated to creating a profitable investment in the power of exposure and enhanced visibility that social media platforms can provide for your nonprofit can substantially increase your donor base and aid in recruiting other valuable resources, such as volunteers.

Social Media is a Wise, Cost-Efficient Investment

It’s important for your nonprofit to realize the maximum possible return on all of its publicity, marketing, and advertising efforts. While establishing and maintaining an effective presence on social media is not free – you may, for example decide to invest in premium account status on some social media platforms in order to enhance your online presence – it is an extremely low-cost investment relative to the tremendous benefits it offers in terms of reach and opportunities to present your organization in a positive light. Because of the substantial potential benefits your nonprofit can derive from an effective social media presence, it is worth investing in the services of a professional who can maximize those benefits.

Experience and Expertise are Key

The existing employees at your nonprofit are well-suited for the particular roles they fill. However, it is unlikely that they possess all the necessary skills and expertise required for effective social media marketing. A good social media manager will possess a variety of specialized skills, such as graphic design, knowledge of how to utilize each individual social media platform, the ability to engage and cultivate social media contacts, expertise in publishing content online, and the ability to design and coordinate an organized marketing campaign connected and synchronized across multiple platforms. Hiring a social media manager may seem like an extravagance. However, in light of the potential payoff for your nonprofit organization, retaining the services of a professional social media manager may prove to be one of the most efficient investments that your organization can make.

References & Resources

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