Social Media Perks

In terms of social media marketing, it seems to me that non-profit organizations have a lot to gain, possibly more than traditional companies. For many non-profit organizations, their main mission is to increase awareness and action in a certain area, and social media lends itself very well to that domain. The advent of Facebook, Twitter, and many other social media platforms has allowed people to share information at a phenomenal rate. People are now able to share every thought and activity with friends, family, and other followers. This means that organizations and causes have the opportunity to reach a wider audience, without the financial capital that would be needed for traditional advertisement. Also, because they are not necessarily perceived as being marketers (if they play their cards right), their information may be better received than that coming from a for-profit company. Finally, even if the spread of information through social media channels does not lead directly to fundraised dollars, the very act of sharing information and generating dialogue is often the desired outcome of an organization (though of course, money following that is helpful).

For my final course assignment, I am looking at the Facebook site for Canadian Parks and Wilderness Society (CPAWS). CPAWS has several Facebook sites for their various chapters – for the purposes of this assignment, I am looking at the national site. I think CPAWS does a good job of using their Facebook site to share information about their organization and generate dialogue about conservation issues in Canada. Posting regularly, their posts frequently generate comments, shares and likes, indicating that the information is relevant and timely for their target audiences. CPAWS also makes a point of commenting and responding to other comments. The site itself has 5,325 likes and 96 people talking about it, which indicates that it is relatively popular, especially considering that it is a Canadian organization (so not comparable with an American organization, like NRDC).

One area of improvement is that CPAWS can take advantage of the changes being made to Facebook, and move to the new Timeline format, which is more visual. The increase of visual appeal could bring in more users, and show that the organization is keeping on top of changes.

Coming to the end of my course, I feel that I have only scratched the surface of social media marketing, and what it can mean to many different types of organizations. I hope I have been able to gain a bit of insight, and some new skills, about how this growing marketing tool can be used.


2 responses to this post.

  1. Posted by Krista (Mrs D) on March 20, 2012 at 8:29 pm

    Good post – however, I don’t think Fan Pages have the option of migrating to the new timeline. I know when I put together a corporate page for my workplace, it advised me that the option would be available to me as an individual, but not as a fan page or business.


    • Thanks. I’m not sure of the details, I haven’t tried creating one for an organization, but other organizations (i.e. David Suzuki Foundation, NRDC, even companies like Skittles) have migrated to the timeline format, so it does seem to be an option.


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