Generation Y, known as the millennial generation, includes all of us who were born between 1980 and 2000. We are a visual generation; we like videos, pictures, graphics and social media. We like visually appealing websites that draw us in with large pictures and fewer words.
With regards to the nonprofit sector, we typically lean towards nonprofit organizations with fantastic websites and social media platforms that are clean and simple with high-quality images. We also like transparent organizations that we can find all of their information and records straight through their website. Furthermore, we like seeing almost instantaneous progress and updates on your nonprofit’s programs.
How is your organization doing in these areas? Do you have visually appealing social media platforms? Is your website clean and filled with beautiful pictures?
Today I want to help you analyze your social media presence and find areas where you can improve. This has the power to increase donations and increase support for your cause by appealing to Generation Y.
How are we going to do this? A SWOT analysis.
What is a SWOT analysis?
The SWOT model analyzes an aspect of your organization (for instance, your social media presence) based on four areas: strengths, weaknesses, opportunities, and threats.
As you can see in the visual below, the strengths and opportunities categories can be helpful to your organization. These describe how your organization is performing well and where you can expand to increase the impact of your social media presence.
On the other hand, the weaknesses and threats are harmful to your social media presence. This might include posts that aren’t visually appealing and actually drive traffic away from your organization.
The strengths and weaknesses in a SWOT analysis are parts of your social media campaign that you can control. You can control when you post, how much you post, and the quality that you make your posts. Therefore, these categories are internal, or within your organization.
On the contrary, the opportunities and threats categories refer to things outside of your organization. A new opportunity might be a new social media platform that you aren’t currently utilizing. A threat might be a similar organization using their social media platforms better than you.
Using a SWOT Analysis for Your Current Social Media Presence
How are your organization’s social media platforms measuring up to the competition? Are you posting high-quality, visually appealing posts regularly? Are there opportunities that your organization has not used? What are the possible threats that your social media campaign is facing? What are you doing well? What could you improve?
These are great questions to ask about your organization as you work through the SWOT analysis.
Strengths: What is your organization doing well with social media?
- Are you posting regularly?
- Are your images high-quality?
- Do you have a good amount of followers?
- Is your website updated regularly?
- Do you share beneficiaries stories regularly on your blog?
- Do you have someone in charge of your organization’s social media?
Weaknesses: Where is your organization’s social media struggling?
- Do you have a Twitter account that has never been used?
- Do you have other social media accounts that you have forgotten to update?
- Are your pictures grainy or outdated?
- Are you only posting once a week? Once a month?
- Is the person who is in charge of your social media also in charge of a thousand other things for the organization?
Opportunities: Where can your organization expand or improve your social media?
- Could you have more followers if you improved one of your platforms?
- Is there a new platform that you want to try?
- Do you have the funds to buy a new camera or new editing programs?
- Could you hire a social media expert?
Threats: What are some possible threats to your social media?
- Are there too many social media platforms for your organization’s bandwidth?
- Are fewer people using Facebook today than last year?
- Do you not have the money to hire a social media specialist?
Now that you have gone through your social media platforms and recognized your organization’s strengths, weaknesses, opportunities, and threats, what are you going to change? How can you improve your social media campaign?
This is where you can make your action plan. Consider bringing your organization together for a meeting where you discuss your social media and bounce ideas off each other.