It can feel challenging running nonprofit social media and trying to grow your online following. The truth is, many people in the nonprofit world feel stuck when it comes to social media and they don’t know how to make it work.
From the outside, social media is any website where people can post content or discover content: Text posts, pictures, quirky videos, anything. From the inside though, the goal of social media companies (Facebook, Instagram, you name it) is to increase user engagement. “User engagement” is just a fancy phrase meaning get more eyeballs and clicks — aka suck up more time. Social media companies, platforms if you will, increase user engagement by putting valuable content into people’s feeds. The value of content is determined by how much engagement it generates measured in:
The most valuable content gets shared more widely by the algorithm because, whelp, people seem to like it. Sure enough, a few popular posts can get a profile real momentum. It becomes a self perpetuating machine.