A recent study shows that organizations that use social media are more financially successful than those that don’t. There’s been some talk about what this means for corporate companies and non-profit organizations as well.
Organizations that were measured to have the greatest depth and breadth of social media engagement grew company revenues by an average of 18 percent of the past 12 months. Companies that showed little engagement or interest in social media experienced an average decrease in company revenues of six percent.
The study, ENGAGEMENTdb: Ranking the Top 100 Global Brands, reviewed how the top 100 most valuable brands (as identified by the 2008 BusinessWeek/Interbrand Best Global Brands rankings) use more than 10 different social media channels, including blogs, Facebook, Twitter, wikis and discussion forums. The study examined the width and breadth of each organization’s social media use, and scores for overall brand engagement ranged from a high of 127 to a low of 1. The top ten brands with their social engagement scores are:
- Starbucks (127)
- Dell (123)
- eBay (115)
- Google (105)
- Microsoft (103)
- Thomson Reuters (101)
- Nike (100)
- Amazon (88)
- SAP (86)
- Tie – Yahoo!/Intel (85)
As a pr and social media professional, I have worked primarily with non-profit and social justice organizations, The findings from this study was no surprise to me, but it begged the question: what does this mean for non-profits? How important is social media to the way we raise money, recruit volunteers and most of all, build our base?
Rosetta Thurman has a few answers:
The web has created new and low-cost options to get the word out about your organization. This new study just goes to show that if you want to achieve maximum success in the work you do, social media will have to become part of your communications strategy with clients, donors and customers. If your organization is not yet engaged in social media, now is the time. Seriously.
Earlier this year I had the pleasure of attending the Women Action and the Media Conference. It was a great place to meet and network with other young women activists from across the country, and there were a lot of panels devoted to the impact of social media–especially blogs and viral video–to the women’s movement. I really loved how intentional the Center for New Words was with keeping developments in social media at the forefront. I was really excited to see how WAM! would integrate a social media strategy into future conferences.
And then, around August of this year, I learned that the Center for New Words was phasing out and that Women, Action, and the Media would become an independent organization. I’m excited for this new development, but the pr/social media nerd makes me wonder how big of a roll will social media play in this transition. How will they keep conference goers engaged in the next steps of the organization? How can people get involved as donors or volunteers?
Having a good mission, vision, and tool$ to form an organization are all important, but just as important is building a base and using a variety of strategies to make that base strong, and diverse. It can also keep past conference-goers connected to WAM’s mission…and keep them coming back to see what the organization’s next moves will be.
Bottom line, building and maintaining a base–a community of supporters–should be just as important as building all the other aspects of a non-profit.
(h/t: Rosetta Thurman)