How nonprofit organization use Social Media to engage volunteers-Tapping groundswell inside company

The book tells company that learns to listen to customer’s ideas and thoughts, talk with and build trust relationships by using groundswell. In the chapter11, the author focuses on special audiences- employees. 

“Employees are connecting on internal social networks, collaborating on wikis, and contributing to idea exchanges. Some of these applications came from management and others began as skunk-works projects, but what they have in common is that: they tap the power of the groundswell of ideas among the people who people who know best how your business runs, your employees. ”

We can use nonprofits organization example to show how they tap groundswell inside the company. 

Nonprofit has unique structure and elements in business. It is very new way to use social media to engage their business. The key is that using the right content for your organization to engage your employees, inform them about your mission, and then recruit them to support your organization.

In a HubSpot survey of small-to-medium non-profits in the U.S., here’s the breakdown of the top 10 social networks used by non-profits:

•       Facebook (98%)

•       Twitter (70%)

•       LinkedIn (55%)

•       YouTube (45%)

•       Pinterest (25%)

•       Instagram (15%)

•       Google+ (15%)

•       Flickr (10%)

•       Tumblr (5%)

•       SlideShare (<5%)

How nonprofits organizations use social media?

#Keep potential donors or volunteers informed

Social media allows nonprofits to interact with their audience on a daily basis. Take advantage of that interaction with audience by informing about organization's mission.

•       Share your news –This is basic, but it’s important. Regular posting of company's accomplishments, announcements, and events help to remind your fans of the vital role you serve in your community.

•       Education – Your knowledge is valuable—use it to educate your social media audience. The ASPCA has a Pinterest board full of pet care tips. Each pin links to a full article on the organization’s blog.
•       Events – Definitely invite your followers to events via social media, but make sure that you’re posting after the event, too. Event photos and videos allow you to show off your hard work. Make sure you tag participants—volunteers, sponsors, and other nonprofits—in your photos to get more traction like the United Way of North Central Massachusetts did during their annual Day of Caring. As your fans interact with your content, their networks will see it, allowing you to spread your message even further.

#Recruit new donors or volunteers to your nonprofit

When engaging and informing followers, and forming a connection with them. They’re thinking about you on a regular basis and they support your cause. Reach out to them through social media to recruit them as volunteers.

Share links to your volunteer opportunities – You can post the link and add a description on Facebook and Twitter, but don’t forget about Pinterest. The San Antonio, TX Food Bank has a Pinterest board of volunteer opportunities and donation drives.

Talk about your industry – The Massachusetts Service Alliance, which works with dozens of nonprofit agencies, shared this Americorps infographic about what just one Americorps member contributes through their work. It shows your followers how they can make a difference.

Use statistics – The Red Cross has posted daily Hurricane Sandy relief updates on Twitter, including volunteer needs. They tweeted that 90% of their 5,700 workers helping with Sandy relief are volunteers, and linked to a website to sign up for Red Cross opportunities.

Try LinkedIn – The Heart of West Michigan United Way posts opportunities on their LinkedIn page, and they link to their website, which has a volunteer matching service.

# Post a thank you message on a sponsor’s page

Thanking those who help make your work possible—everyone from donors to employees to sponsors—is a great way to fill the 1/3 appreciation section of your strategy. Sponsors pages in particular can be great places to engage as they likely have a strong following as well. Share a thank you on their page, and add one to your page, too.

#Interact with relevant pages and profiles

In addition to building community by highlighting your donors, you can also connect with those fellow nonprofits and companies who support your mission. Stay involved with their updates and shares by liking, favoriting, retweeting, sharing, and commenting. It’s great for community-building and helps boost your visibility to boot.

Here is a very useful video that "Five Tips For Using Social Media to Market Your Nonprofit Organization"