How Non-profit Organizations Can Create a Hybrid Social Media Strategy Using Paid and Organic Posts
Abstract
The emergence of social media has changed the methods and approaches for communication between health agencies and their community. As such, non-profit organizations must learn to use social media to better promote their mission. Organizations can engage and capture the attention of their online target audience via paid posts. Broward Regional Health Planning Council (BRHPC), a non-profit organization, provides an analysis of how integrating social media tools has increased its social media presence. BRHPC already had an online presence on the social media sites Facebook, Twitter, Instagram, and LinkedIn. To increase the number of people in BRHPC’s intended audience who see and interact with BRHPC’s content, it proceeded with a hybrid approach of paid posts and organic posts. Paid posts were shared on Facebook, Instagram, and LinkedIn between February 2021 and January 2022, with a budget of $3,000. The performance of posts was evaluated using key performance indicators: engagement, reach, and impressions. During this timeframe, BRHPC’s engagement was 5,663, which refers to the unique visitors that have interacted with BRHPC’s social media pages through by liking, commenting, or sharing a post. Furthermore, BRHPC had a total of 254,868 reach, which refers to the number of persons who have viewed an individual post, and 478,016 impressions, which is the number of times content has entered a person’s screen. After utilizing this hybrid strategy, BRHPC has seen great success in increasing its key performance indicators. Other non-profit organizations may consider incorporating this strategy to advance their platform in their online community.
Faculty Sponsors
Dr. Claudia Serna
Project Type
Event
Location
Alvin Sherman Library
Start Date
4-6-2022 12:00 PM
End Date
4-7-2022 5:00 PM
How Non-profit Organizations Can Create a Hybrid Social Media Strategy Using Paid and Organic Posts
Alvin Sherman Library
The emergence of social media has changed the methods and approaches for communication between health agencies and their community. As such, non-profit organizations must learn to use social media to better promote their mission. Organizations can engage and capture the attention of their online target audience via paid posts. Broward Regional Health Planning Council (BRHPC), a non-profit organization, provides an analysis of how integrating social media tools has increased its social media presence. BRHPC already had an online presence on the social media sites Facebook, Twitter, Instagram, and LinkedIn. To increase the number of people in BRHPC’s intended audience who see and interact with BRHPC’s content, it proceeded with a hybrid approach of paid posts and organic posts. Paid posts were shared on Facebook, Instagram, and LinkedIn between February 2021 and January 2022, with a budget of $3,000. The performance of posts was evaluated using key performance indicators: engagement, reach, and impressions. During this timeframe, BRHPC’s engagement was 5,663, which refers to the unique visitors that have interacted with BRHPC’s social media pages through by liking, commenting, or sharing a post. Furthermore, BRHPC had a total of 254,868 reach, which refers to the number of persons who have viewed an individual post, and 478,016 impressions, which is the number of times content has entered a person’s screen. After utilizing this hybrid strategy, BRHPC has seen great success in increasing its key performance indicators. Other non-profit organizations may consider incorporating this strategy to advance their platform in their online community.
