Social media have done an excellent marketing job convincing people that is where they must establish a presence. Facebook In particular is very clever at gaining accounts for companies and organisations and then once these entities have a large enough following, require payment for messages to be provided to more than 2% of the followers.
For not-for-profit organisations investing in various social media platforms, it is a bit daunting that Facebook has frequently updated its algorithm to reduce the amount of followers who will see a brand’s post, unless those posts are paid advertisements (1). This has become so prevalent that 98% of followers will never see the posts in their News Feeds. Similarly, Twitter seems to be moving in a similar direction with the announcement it will introduce an algorithm-controlled feed as well (2) .
So what is the best way to reach people?
Research show 72% people prefer to receive promotional content through email(3). Should your organisation not be selling product, you are still trying to sell the organisation to gain credibility and importantly, donations.