It is important for nonprofit organizations to maintain a presence on social media and manage their communities online. In fact, social media is the most influential and fastest growing marketing channel – with particular benefits in regard to targeting audiences (reach) and spreading messages (amplification). But those benefits only apply if you “do it right.” That is, you build your organization’s reputation by aiming for transparency, touchability, tone and timeliness in your online communications. Let’s talk about timeliness.
While banks and post offices may reliably post narrow hours of operations, most nonprofit organizations depend on the evenings and weekends to maximize their engagement. For many nonprofits – especially visitor-serving organizations such as museums, zoos and aquariums – the evenings and weekends are times when many constituents may be most likely to engage with your brand. By “going dark” on the weekends and evenings (or only posting and monitoring social media when someone is in the office), an organization risks ignoring its audience at the precise moments when they may be most apt to communicate, and leaves the organization particularly vulnerable to negative brand sentiment or a possible PR crisis.
Ignoring your online community for any extended period of time is likely to have a detrimental effect on your brand. And, at the very least, it “leaves money on the table” because you are failing to capitalize on an opportunity to engage online evangelists – a critically important constituency with the power to credibly re-communicate your messaging. Viewed in the worst light, it leaves you voiceless, powerless and ignorant of your reputation for 76% of the week (all hours of the week except the traditional eight hours when a social media manager is “in the office”). This is a big miss. In fact, it’s borderline negligent.
Does this mean that all organizations must have somebody sitting and exclusively watching social media channels like a hawk all week and throughout the night? Absolutely not. It simply means that organizations should aim to respond to social media inquiries within an average of 4 hours (to demonstrate accessibility and transparency) regardless of the day of the week, and post content outside of working hours and on weekends so as to remain top-of-mind.
Here are four, important points to consider regarding the value of social media and weekend social media activity:
1. No amount of advertising can make up for a lack of social and earned media.
When an organization goes dark on the weekends, that organization is missing an opportunity to engage audiences and secure reviews from trusted sources. Social media is a great creator of these trusted reviews, which carry significant weight with regard to promulgating messages.
The Bass Model below illustrates the bottom-line of the mathematical equation measuring paid media (Coefficient of innovation) and reviews from trusted sources (Coefficient of imitation). The take-away is clear: reviews from trusted resources (word of mouth, social media, peer reviews) are 12.85 times more powerful in the market than paid media. Therefore, there is no practical amount of paid media that can overcome a deficiency of social media interactions, peer reviews, and resulting earned media. Considering buying another billboard on the highway? Instead, why not pay your social media community manager a bit more and make sure you are managing your community throughout the weekend? (As a side, data suggests that buying billboard space may not be the best use of marketing funds anyway.)
2) Weekends may be a particularly important time for your audience to connect and engage
There’s a whole host of data from several entities boasting the best and worst times to post on Facebook, Twitter, and other social media platforms. While there has been a bit of debate about the generic “best” time to post across all industries, it has been shown that organizations that post outside of business hours have 20% higher engagement rates on Facebook than organizations that do NOT post outside of traditional business hours.
Saturday has been dubbed the best day of the week to share on Pinterest. Saturday has also been cited as the best day of the week to post on Facebook… But let’s not get carried away. To make matters more confusing than they already are in the always-evolving world of social media, bitly just released data that displays particularly low click through rates on Facebook and Twitter over the weekends. The unfortunate bottom line for organizations looking for a magical, cheat-sheet timeframe to post on social media? It doesn’t exist (yet). That timeframe depends on the industry, and it depends on the behavior of your organization’s demographic on Facebook.
There is no “one size fits all solution.” The best way to determine an individual optimization strategy for your organization is to simply test it yourself. Try out times and content and see what yields the highest amplification, conversation, and applause rates. Your own experience with your organization’s unique content will be most useful in determining this timeframe.
3) “Going dark” makes your organization passive on social media and leaves a gaping hole in reputation management
If you’re like most visitor-serving organizations, you have the most visitation on the weekends. “Going dark” is generally never a good idea on social media as it leaves your viral, online community unmanaged. If something happens on Saturday and someone posts an alienating, inappropriate, or untrue comment that is not addressed, the brand could already suffer significant reputation damage by Sunday. But going dark during this particularly critical timeframe for your organization’s business is bad practice. Again, if you’re like most visitor-serving organizations, you get the most pictures and comments over the weekends from visitors. It is important to respond to and thank these guests for both their support and their online engagement. The nature of social media emphasizes real-time reactions and ongoing accessibility.
When writing up Diagnostic Audits for nonprofit, visitor-serving clients concerning their social media practices, I’ve encountered some urgent comments left by potential weekend visitors that were left unanswered and resulted in a decline in the organization’s online sentiment for that month (and a decline in overall reputation). I have seen frantic visitors wondering if the museum is open – which has caused others to ask the similar questions. (“Why wouldn’t you be open? Does this person know something that I don’t know? I’m not coming today.”) Perhaps the most painful examples are those wherein an inappropriate or untrue comment is left unaddressed over the weekend that calls into question the transparency of the organization and diminishes trust in the entity (someone accuses the organization for acting politically or engaging in activity that is at-odds with their mission – and the organization has posted too-little information on the topic for others to weigh-in in the organization’s favor). If you’re a zoo or aquarium and somebody asks you on Facebook if one of your animals is still alive or if a certain creature is “alright” (even if it’s out of the blue), it’s important to be present to answer the question. Immediately.
Prioritizing a practice to “not go dark” on the weekends is an important risk-management practice, and allows organizations to play an active role in its reputation management. (Aren’t we all sick and tired of always “putting out fires” on Monday?)
4) Posting over the weekend allows you to remain top-of-mind as a weekend destination (if you are a visitor-serving organization)
This is simple. The weekend is a popular time for leisure activities (as is likely mirrored in your visitation trends). Posting something to enter your supporters’ newsfeeds during this leisure time mindset simply keeps your organization top-of- mind. If you’re a visitor-serving organization only posting between 9am and 5pm on weekdays, then you are entering people’s newsfeeds at a time that folks likely couldn’t visit you, even if they wanted to (IMPACTS has uncovered that schedule is a key driver of visitation). Are most of the people who see the clever photo that you posted to your organization’s Facebook page going to shut their laptop, funnel their kids in the car, and visit you immediately? No, probably not. But they might chuckle and think (in their moment of downtime), “Gee, I haven’t been there in a while…” and start planning their next visit.
Simply put, going dark is a “you” customer service problem, not a problem that should be borne by your constituents. Allow them to ask questions and communicate with you at the time that works best for them - regardless of the time and date. This will create optimal engagement rates and maintain the greatest chances of capturing evangelists.
It may take a bit of extra time “outside of the office” to post content and remain accessible during the weekends, but it will be well worth the effort. Regardless of when you post, it is critical that you do not “go dark” and leave your online audiences hanging. Also remember: content is still king. What you post (whenever you post) matters and will affect your engagement rates.
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About the author
MPA. Chief Market Engagement Officer at IMPACTS Research & Development. Nonprofit marketer, Generation Y museum, zoo & aquarium writer/speaker, web engagement geek, data nerd, marathoner, nomad, herbivore