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Published by , 2017-12-05 21:36:48

SOCIAL MEDIA PLATFORM COMPARISON

SOCIAL MEDIA PLATFORM COMPARISON

Social Media Platform Comparison

Key channel trends & features to inform your story sharing process

PLATFORM KEY FEATURES DEMOGRAPHICS PROS CONS STORY TIPS
FACEBOOK
• Subscribe feature allows users to follow • Highest usage among • Go-to source of • Brands and • Take advantage of visual
TWITTER people without becoming their friends; ages 45-54 information for significant organizations opportunities—swap profile and cover
personalities (like ED, board president, portion of key audience compete with friends pics often to reflect current stories and
etc.) can post content with a personal • 65% of users are age 35 for attention in the campaigns; share images with text
voice to complement organization’s or older • Rewards quality content newsfeed calls-to-action overlaid
official page (visuals, video) with
• Unlike Twitter, average higher engagement • Difficult to keep up with • When repurposing content, find a new
• Emphasis on visuals: prime real estate on age of users is getting rapidly changing rules angle (add a picture, link, etc.) to keep
every profile is devoted to visual content, older • “Donate now” button—if for content on top of newsfeed changes
from the cover photo to ones within the widely deployed—can
timeline • Among U.S. users - bridge gap between Likes • Content only seen by • Shares (and visibility among friends
53% female, 46% male and donations a small percentage of followers) are key to building reach;
• Hashtags (with unique URLs) allow for of followers when it’s encourage people to tag themselves
content and conversation aggregation • Analytics help take first posted, which can in pictures when possible and pay
guesswork out of what make serial storytelling attention to data from Insights about
• Facebook Insights offers strong snapshot types of content resonate difficult what people like, share and comment
of user demographics and behavior and what times to post on most
• Most engagement
• “Donate Now” button currently being • Relatively inexpensive happens on Facebook • When sharing stories from website,
tested among large nonprofits ads and promoted itself; users don’t leave blog or newsletter, take the time to
content the platform craft (and test!) multiple compelling
• Recent changes to the newsfeed make headlines
it harder to reach followers without
promoted content/ads • Disable auto-posting from newsletters,
Twitter, Instagram, etc.; it’s worth the
extra time to customize the messaging

• 140 characters or less • Virtually equal usage • Text-based (for easy on- • Fast-paced, might be • Learn lingo/jargon (including memes
among genders the-go updating) hard to follow a longer and hashtags) to be a valued member
• Powered by searchable/connected story told through of Twitter community (good nonprofit
hashtags • Most popular among • Real-time engagement several Tweets hashtags include: #nonprofit,
ages 18-29 opportunities #fundraising, #nptech, #sm4np,
• Drives people to external sites • More anonymous; #philanthropy, #donors)
• More urban/suburban • Hashtags are easy to less authentic in some
• New redesign with emphasis on images users than rural create cases • Use URL-shorteners (like bit.
(both in content and in profile design), ly) to save space and increase
pinned Tweets, and highlighting of most • High levels of usage • Trending topics are easy • Fewer features for measurement power
engaging Tweets among African to tap into when relevant organizations (no
Americans events, apps, etc.) • Share visual content

bit.ly/nonprofitstorytelling #storiesworthtelling

PLATFORM KEY FEATURES DEMOGRAPHICS PROS CONS STORY TIPS

• User in more control of how to view • Fast-paced and works • New pinned Tweets • Monitor often and look for
Tweets well with live events feature does downplay opportunities to engage with people
relevance of being in
• Movement toward more real time • Have a personal voice
visual features
TWITTER
• Organizational channels allow you to • 80% of YouTube traffic • No limit to how many • Because the amount of • Upload compelling thumbnail images
(continued) create libraries of videos comes from outside the videos you can upload content available is so for your videos (rather than using the
U.S. for free (but there is a large, your videos can default ones)
YOUTUBE • Videos can be grouped into themed 15-minute time limit on be difficult to find
“playlists” • YouTube reaches more length) • Include a standard tagline in all video
U.S. adults ages 18-34 • Distracting descriptions to highlight your mission
• Nonprofit program gives customized than any cable network • Nonprofit program advertisements,
and enhanced branding and fundraising has tons of useful, questionable related • Offer helpful links such as information
opportunities, including ‘donate’ button • One billion viewers underutilized features video links at the end of about your organization, how viewers
on video, annotations that link to your worldwide per month for storytelling and your video can get involved, & where/how to donate
website, campaign goal bars, and on- measuring engagement
screen banners and calls-to-action, • 100 hours of video are • Any video can attract • Don’t forget to include a call-to-action
among other features uploaded to YouTube unwanted attention to subscribe, share or like the video as
every minute and/or comments from a form of support
• Useful resources developed by YouTube “trolls”
include its “Playbook for Good” • Stay relevant by uploading videos
consistently & refreshing your channel’s
• Easy to use, powerful analytics help programming on a regular basis
pinpoint who viewers are and where
they’re coming from, and how they’re • Consider creating and sharing serial
engaging with your videos content—a series of videos around
a particular issue related to your
organization

• Have a policy for responding to
negative comments

INSTAGRAM • Visual storytelling via photo and short • More popular among • Allows for powerful • Requires an • As with Twitter, learn lingo/jargon
video creation and sharing with network women showing (rather than understanding of good (including memes and recurring
of followers telling) of impact visual content hashtags) to be more easily found
• Equal among Apple and among existing Instagram users
• Fully integrated with Facebook, Twitter Android smartphone • Filters can make so- • Optimized for mobile
and other major platforms users so images look more viewing; not suitable for • Import images you didn’t take with
compelling printing or displaying in your phone for more content variety
• Unlimited photo uploads • Ages 35 and under larger formats
• Quick and easy to integrate • Experiment with uploading
• Video length: between 3 and 15 seconds • Most popular among with other platforms (and • Gap in information promotional photos to advertise
(longer than Vine) urban users re-purpose content) dissemination events, fundraising campaigns, etc.

bit.ly/nonprofitstorytelling #storiesworthtelling

PLATFORM KEY FEATURES DEMOGRAPHICS PROS CONS STORY TIPS

• Engagement through Likes and • On-the-go posting via • Utilize at events, especially to show
comments mobile phone good prep work/behind the scenes details
for behind the scenes
INSTAGRAM • Searchable within the community using stories, events, volunteer
hashtags days, etc.
(continued)
• Users favor quality over quantity;
relatively smaller amount of daily photo
uploads as compared to other sitest

BLOG / • Blogs can be either hubs for content • 77% of internet users • Engagement is built in • Bandwidth-intensive to • Plan ahead for blog content; create
TUMBLR that can be syndicated outward, or as read blogs (and expected) plan for and develop an editorial calendar that ties in with
collectors that showcase content others consistent content themes, holidays, etc.
have created • 75.8 million pieces of • Easy to integrate blogs
content are blogged into your website • Content can appear stale • Build “share this” feature into your
• Flexible storytelling platforms that allow each day on Tumblr quickly (since everything blog—and then give readers a reason
you to pull in various other types of • Allows for versatile is time-stamped) to share
content (photos, videos, text, audio, etc.) • Tumblr demographics: content
67% of users are under • Readers need strong • Take time to craft headlines that are
• Engagement is built in age 35; skews slightly • Good for search engine reasons to engage (and shareable and Tweet-worthy
female (54% vs. 46%); optimization (companies blogs look sad with no
• More casual storytelling voice; it’s not nearly half of users have that blog have 97% more comments) • Encourage conversation by posing
your website, so language can show a college education; inbound links, which questions
personality and authenticity particularly popular is important in search • Tumblr demographics
among Hispanic internet engine rankings) are very specific; if • Incorporate multiple perspectives
• Tumblr is a specific type of blogging users your audiences don’t into your blog—volunteers, staff,
community that features short bursts of • Trustworthy source of intersect with them, board, clients—to encourage variety
content content (81% of U.S. you’re better off having and sharing within those individuals’
consumers trust advice/ a regular blog networks.
• It’s searchable within the community info from blogs)
using hashtags on posts • Much Tumblr activity
• Tumblr allows for less takes place on the
• It’s mobile-friendly for easy uploading via intensive content – easier platform itself; there’s
an app to curate or produce a strong community
aspect, like Facebook.
• Among the most engaging social media • Easy to update on the go; This can be isolating/
sites, in terms of average time spent on excellent for behind-the- confusing for non-
the site and average page depth scenes type stories native users.

• 50% of content are photos • Searchable—people • Need to integrate into
in the general Tumblr your website to get
community can discover over the barrier of
your content if you use user unfamiliarity with
good hashtags platform nuances—and
this requires design
support

bit.ly/nonprofitstorytelling #storiesworthtelling


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