How does one come up with compelling keywords and hash tags that will attract notice and eventually go viral? The answer, of course, is to learn from previous successful campaigns.
This blog has already featured a post about how social media engagement is crucial for associations and nonprofits. Given how often people from all generations now use popular sites like Facebook, Twitter and LinkedIn, it only makes sense to target potential participants and donors through these channels.
But for those organizations that have never attempted such a campaign before, the prospect can be daunting. How does one come up with compelling keywords and hashtags that will attract notice and eventually go viral? The answer, of course, is to learn from previous successful campaigns.
A recent post on Nonprofit Hub featured stories about the four best nonprofit social media campaigns that were launched in 2013. Among them was a particularly creative effort by UNICEF to spread awareness of polio, which has been eradicated in the Western world but still plagues some third-world countries. The post told readers to “like us on Facebook and we will vaccinate zero children against polio,” later noting that vaccines cost money and cannot be bought with likes. By going against readers’ expectations, it proved to be an effective call to action.
Another example was a campaign launched by the Red Cross, which participated in National Preparedness Month by promoting the hash tag #NPM13 on Twitter. It had already been floating around thanks to efforts by smaller organizations, but input from the Red Cross helped spread the word—as well as many helpful tips for disaster preparation.
It can be daunting for nonprofit organizations to embark on their first big social media campaign. Luckily, there are many training programs available that can help guide the way.