Understand Your Optimization
Every day it becomes more and more clear that the opportunity for nonprofits with social media is not understood. Perhaps the easiest way to understand this is when communications, pr teams or social media managers of nonprofits are optimizing for engagement with a call to action post or celebrating that a post got 500 likes when that was not the point of the post.
A call to action post, such as go to our website to become a member needs to have a call to action optimization, such as link clicks or better yet landing page views. By optimizing for the correct action you are allowing facebook, linkedin, twitter, google ads or instagram to know what you need from their back end. Instead of optimizing for engagement and saying, see no one on social media uses it to become a member. On facebook alone when we have tracked this for our clients their return on investment has a 10X better return for new members. Literally seeing the difference in new member acquisition drop from $800+ when optimized for engagement versus $72 when optimized for link clicks and $80 when optimized for landing page views.
Think of it this way, if you mailed out a newsletter do you want people to receive it and say cool or read it and respond.