This day and age, social media is everywhere you turn. So it’s no surprise that it’s time for non-profits to get on board! One of the most iconic pop stars today, Taylor Swift, is doing it right. Our research tells us that Taylor Swift has 64.7 million Twitter followers, 51.1 million followers on Instagram, 72.8 million on Facebook and 1.3 million on YouTube. (We’ll give you a moment to let that sink in.) We get it. Not all organizations can be mega stars like Taylor Swift, but they can all learn a thing or two when it comes to a successful (and profitable) social media strategy.
Taylor knows how to connect with her followers.
If there was a Grammy Award for engaging with fans on social media (wait…is there?), Taylor Swift would take the cake. Not only does she listen to her fans, but she responds. She invites them to shows, empathizes with their stories and even extends an invitation for some to meet her one-on-one.
Take her stunt just before she dropped her “1989” album, for example. Instead of traditionally promoting her album via social media, she took it a step further. She searched through her fans’ social media accounts, handpicked a number of them and surprised the lucky followers by inviting them to her house (yes…HER HO– USE!) for a secret session to showcase her new album.
No – we’re not suggesting you invite followers to your house. (That would be weird). But we are implying that the value of your followers should not be overlooked. Remember, its not just about being present on social media, but it’s about connecting with your audience. When your followers ask questions or leave comments, reply to them. You can do the asking as well and show that you value your followers’ opinions. By engaging in two-way communication, it provides your organization with a voice and humanizes your cause.
Taylor makes is personal.
If you are not following Taylor Swift on social media by now, you should be. And if you are, then you are familiar with her cats, Meredith Grey and Olivia Benson (names sounds familiar?). You may have also seen her backstage antics, her dad’s reaction to her new music, or a picture of her in her favorite sweater. That’s because Taylor makes her posts personal and relatable.
As a non-profit, being present on social media isn’t just about asking for donations or promoting your next fundraiser. Well yes, that’s a small part of it, but it’s also about posting compelling content that relates to your audience and encourages them to engage with your organization. Show your personality! That’s right, social platforms are another way to let people know who you are as an organization while sending a message. Post a behind the scenes look at a fundraising event, share a funny story about a staff member or post an image of your volunteers having fun!
Taylor conjures fan emotion.
A picture is worth a thousand words and Taylor Swift’s photos are novelists. Taylor knows how to provide content that draws her fans in and tugs at their heart strings. Like the time Taylor posted a video dancing in a living room with a rambunctious 7-year-old fan. If that doesn’t put a smile on your face, then you clearly woke up on the wrong side of the bed.
When you’re coming up with your social media strategy, try to think of ways you can create an emotional connection between you and your followers. That could mean sharing a heartfelt story related to your cause, or posting a compelling image of who or what your organization impacts. These emotional responses are what cause your followers to engage and interact with your organization.