Social media has turned into a force to reckon with for businesses worldwide due to its virality and it’s ability to engage like never before. For most social good brands, nonprofits especially, the idea of spending on marketing is offensive. This severely constrains their ability to harness social media to further their causes. On the contrary, a few leading social good brands serve as a testimony to the overall success one can reap from using social media.
Social media is an opportunity to tell your story, engage with supporters and acquire more loyal fans. With Social Media being regarded as the 2nd most important communications channel for (71%) social good brands, the digital promotion mix for every social good brand squarely depends on how they operate. Here’s how different types of social good brands can harness social media to its fullest.
Cause Driven Social Good Brands (Mostly Nonprofits)
The mission of social good brands be it big global ones like Greenpeace.org, charity:water or locally emerging ones like Earth5R is to bring about a wide scale socio-environmental change. Their success hinges on creating a mass movement of highly engaged backers and motivated donors that sympathize with their cause. Choice of social media channels should fulfill this objective.
According to a survey by Case Foundation, Facebook is still the most preferred channel of engagement for social good brands (88%) where donation is the expected end result (47%). So, this clearly should make it to the top of your social media list. Twitter with its concise messaging is a great way for nonprofits to spread news & updates about their activities and campaigns. Visual content packaged as emotive stories of impacted people or project success showcased on popular channels like YouTube and Vimeo is the best way to get your message out there to the masses.
Recommended Social Media: Facebook, Twitter and YouTube.
Brands creating Products and Services for BoP:
Brands like NanoHealth, SustainEarth Energy and NextDrop create positive social impact by designing products and services to address specific needs of their target segments in the Botton of the Pyramid (BoP). Their customers neither access the internet nor are they digitally savvy to be amenable to their messages. Thus for such brands, social media plays a key role in engaging with other stakeholders like the media, investors & grant makers and general public.
Twitter(320 million MAU) and Instagram(400 MAU) serve as the most effective visual cum text communication tools to interact with stakeholders and narrate impact stories of people who have positively benefited from the brand’s products and services. Medium is an essential tool to establish thought leadership in your domain and garner international support from a sophisticated audience for your social good brand. LinkedIn is the best platform to interact with stakeholders like media and investors, incubators and also serves as a great marketplace to hire talented candidates for your social good brand.
Recommended Social Media: Twitter, Instagram, Medium and LinkedIn
Brands selling Products and Services made by BoP:
Social good brands like Dharavimarket.com, Paaduks and Krochet Kids Intl. which provide livelihood to low income groups by selling handicrafts and other sustainable, innovative products made by them need to use social media to target the general masses like other commercial brands.
With Facebook buy button, Twitter Buy Now Button supporting higher e-commerce sales, and brands on Pinterest being 10% more likely to get business, social good brands need to create a strong presence on these channels. Instagram and Flickr are great channels to encourage user generated content to establish trust and rapport with your customers. Regularly posting stories on Medium of the communities involved in making products or the positive impact created by your products is an essential plus to distinguish your brand from regular commercial ones.
Recommended Social Media: Facebook, Twitter, Pinterest, Instagram and Medium
Social media has fundamentally changed the way brands interact with their customers and other stakeholders. Social good brands need to understand how each social media channel can be leveraged because each channel has its inherent strength. ‘Social media’ now sounds like an umbrella term doesn’t it?