Shari Ilsen is Online Communications Manager at VolunteerMatch. She joined the team in August 2010, and is responsible for all things online including blogs, newsletters, and social networking. A writer who’s passionate about nonprofit capacity building, she’s hard at work reaching out to nonprofits and volunteers to enrich the VolunteerMatch community. Connect with Shari on Twitter or LinkedIn.
We are particularly lucky at VolunteerMatch to have more than one major audience whom we serve. In fact, we have three distinct groups in mind on a day-to-day basis: nonprofits, individual volunteers and responsible businesses.
Social networking is a great way for us to engage with and bring together those three audiences, while also supporting our mission of strengthening communities by making it easier for good people and good causes to connect.
However, since we do have these multiple audiences, we encounter additional challenges when it comes to planning, producing and tracking activities in the social world.
To help us stay organized, and to optimize our social strategy, we adopted a “campaign”-type structure. A campaign can be defined by a specific program, such as our Learning Center webinars, by a partnership, such as the Fighting Hunger Together Initiative with the Walmart Foundation, by an event such as the Nonprofit Technology Conference, etc.
This structure helps us organize our activity and reach based on the “why,” so we can see which types of content and for which types of campaigns resonate most with our audiences.
Spredfast has been a natural fit for us in terms of social media management, for several reasons:
- The ability to tag both incoming and outgoing content using labels that we define.
- Flexible scheduling and distribution options that let us cater our content for different audiences and platforms.
- Robust monitoring of social feeds, with the ability to store data indefinitely.
- Comprehensive analytics.
- Pretty, WYSIWYG charting and reporting.
Since implementing Spredfast over a year and a half ago, not only has my life gotten much easier, but we”™ve seen over 30% increases in both network size and engagement levels across all of our channels. Additionally, we”™ve seen a 6% increase in on-site time by users who come to our website from our social channels ““ meaning we are reaching the right people with the right content!
We”™re pretty excited by these numbers ““ as anyone would be. But just as VolunteerMatch”™s network of nonprofits, volunteers and businesses continues to grow, our social strategy is also evolving and growing (for example, check us out on Pinterest now, too!) And so we know that we can do even better than this, especially with a system like Spredfast in our arsenal.
For more details on how VolunteerMatch builds their brand via social media, see the full case study below or download it on our SlideShare channel.