Throughout the course of blogging thus far I have learned the impacts that social media has on non-profit and cause-based marketing and I have come to the conclusion that social media in many ways may be their bloodline. Social media feels new for many non-profits in particular and there are many out there that have not quite adapted social media into their marketing plans. Typically these non-profits are waiting to see how other organizations do within social media. By lagging behind and fearing the effect of letting the constituents engage, these companies are being left behind (Engaging Stakeholders Through Social Media Networking). Along with the lagers, I have seen some non-profits that jump in too early without any plan of action or strategy and end up risking their brand and reputation by using social media in the wrong ways and causing people to lose trust and respect for the organization because their social media use may not correlate and/or misrepresent their message. With that being said, I have explored many non-profit organizations and cause-based companies who have taken social media and used it to grow in ways they could not have otherwise. The proper use of social media can help gain mass amounts of funds, fans, increase site stickiness, and increase awareness of the company and cause. The key to this success is to have a clear goal; a vision for what your company wants to get done through social media and come up with a plan to achieve those goals. Targeting your demographic is also a huge part of succeeding in social media and is why companies/organizations like TOMS and Krotchet Kids Intl. are so popular and are thriving. They determined their target audience, met them through social media where they are, and then engaged them in a conversation. They used what they know about their customers and transformed their social media presence to reflect their customer’s wants and needs and so far so good! Both TOMS and Krotchet Kids Intl have tons of supporters and sell tons of products on the daily through social media marketing, which in turn helps grow their cause.
Social media marketing is something that is here to stay and will only continue to grow. There’s an understanding that the customers are more in control of their purchasing than ever before and want to make purchases that are personalized to them. Social media is a fantastic way to get to know your customers and provide them a product and experience that you know that they will buy— and not only buy it but tell their friends about.