In 2018 there were some very interesting developments in the digital media space.
Firstly, Facebook decided to change the way they do business and who they prioritise in our newsfeed.
Secondly, if you are a brand, business or NGO, ‘going green’ or ‘doing good’ has shifted from a ‘nice to have’ to an essential component for success, thanks to millennials, which I break down in an article written for Financial Mail’s Redzone.
Then, the 2018 Global NGO Technology Report also offered some interesting insights; most notably the use of messaging services like Facebook and WhatsApp to communicate to volunteers and donors, and right now they are millennials.
In the article mentioned above called ‘Millennials are driving cause marketing,’ on the Financial Mail’s Redzone, I explain how important it is to make sure you keep millennials in mind in your content planning.
Did you know that in 2014 millennials in the workplace outnumbered baby boomers and in 2016 they surpassed the Generation X work-force?
By 2020, the global work-force will be dominated by millennials.
For some time now we have been suggesting to our clients that they start building strategies around this potential.
Recently via Social Media Today it was announced that Facebook will be implementing a shift in terms of algorithms and what the platform prioritises in terms of content.
The reason for this is to limit the reach of public content like posts from businesses, brands and media, and to give more space for genuine human interaction with the goal of being more connected.
Sounds good to us, however, this is a massive move and is sure to cause a major paradigm-shift in the digital marketing world.
We have been pushing this strategy for some time now, where video and stories are key to any NGO or brand working in the ‘Doing Good’ space’s success, as opposed to simply asking for money constantly.
Building a community/donor base that is engaged and who supports your cause is far more valuable than short term cash in the bank and focus should be given to ‘real’ campaigns which involve real stories.
So, what does this mean for business and brand pages and content?
Well, it means that real stories and real content that connect people, as opposed to click-baiting is going to be the new norm.
Hopefully anyway. We are watching this space closely.
So, how important is social media to NGOs anyway?
Well, take a look at the 2018 Global NGO Technology Report.
It contains pretty much all one needs to know and gives a very good idea of where one’s NGO should be from a digital perspective.
Now in its third year, this report is based upon the survey results of 5,352 NGOs from 164 countries.
The report is ground-breaking as it is the only annual research project dedicated to studying how NGOs worldwide use web and email communications, online fundraising tools, social media, mobile technology, data management and security software.
The year ahead is looking amazing for people, and by people, I mean humans, to do some incredible impact work, share and tell powerful stories and really change the world.
We have put together an Impact Social Media package for NGOs and brands that want help navigating these changes and the digital world so please complete the form below and we will be in contact.