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Learning Social Media Tricks From the Big Boys

By MELINDA F. EMERSON of the NY Times

Generating revenue along with the buzz.

If you still have doubts about whether social media marketing can be effective, here’s a quote from a recent Bain & Company study that you might find interesting: “Customers who engage with companies over social media spend 20 percent to 40 percent more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher net promoter score, a common measure of customer loyalty.”

Among those that have figured this out are some very large companies. Whole Foods Markets, for example, is all overTwitterFacebookPinterest and Instagram. “We talk about shared interests with customers,” said Natanya Anderson, who is the chain’s social media and community team leader. “We have lifestyle conversations at the brand level, and on a local level we showcase the folks behind the store, highlight local partners and in- season produce.”

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Nonprofit Tech 2.0 Blog :: A Social Media Guide for Nonprofits

Most nonprofits approach social media with the strategy of increasing awareness for their cause by posting and sharing content on their profiles and then when time permits, engaging their fans and followers as they respond to the content posted and shared by the nonprofits. That’s what social media marketing is and the premise upon which all social media strategies are conceived, launched, and maintained.

However, the most popular social media sites on the Social Web today have built in micro-engagement mechanisms that very few nonprofits ever use. Most nonprofits simply post, share and respond, but very few like, +1, favorite, list, repin, or reblog. It’s grunt work which many nonprofit’s do not have the time for or the endurance to maintain, but every time your nonprofit does one of the six actions listed below, your nonprofit’s avatar get increased exposure on the Social Web – and as a result more fans…

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Social networks influence health behavior

By Allison Floyd from Fierce Healthcare

Organizations can use social networks to prevent disease and promote general health, according to research conducted at the University of Southern California. USC researchers say that intervention made through social media on such topics as discouraging smoking, promoting physical activity to curb obesity and preventing the spread of STDs is likely to succeed because it passes information by word-of-mouth.

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Researchers still are investigating how and why social media is so effective in the realm of public health. Thomas W. Valente, professor of preventive medicine at the Keck School of Medicine of USC said that social networks can help collect data and share information from a business and marketing perspective. “The science of how networks can be used to accelerate behavior change and improve organizational performance is still in its infancy,” Valente said. “Research is clearly needed to compare different network interventions to determine which are optimal under what circumstances.”

Read more: Social networks influence health behavior –

Infographic: Why People Use Social Media

(From Care2’s Nonprofit Marketing Blog)

NM Incite, a Nielsen McKinsey company surveyed 1,865 adult (18+) social media users about what motivates them to friend people on social networks, and what causes them to dump their friends. As nonprofits invest more time into cultivating people on Facebook and followers on Twitter, this is helpful data to review. According to NM Incite’s research, the majority of social media users (82%) friend someone because they know them in real life – meaning real life friendships drive online relationships. I would not be surprised to see if this correlated similarly to social media users who friend organizations that they feel connected to and are active donors or activists. Why do people unfriend or unfollow? 55% said that they dump Facebook friends because of offensive comments. 20% remove friends due to lack of interactions, so be sure you update your Facebook page regularly with engaging content and that you spend time interacting with your members on Facebook. Don’t just use it to post items and then walk away and not engage in conversation. Another 14% says that they remove friends due to political content.

Another set of survey questions had to do with what people are using social media for. While there was not a category related to getting involved with charitable organizations, it was interesting to note that 60% of people use social media to learn more about consumer products and over 60% read consumer feedback. 54% use social media to provide positive feedback and 51% use it to provide negative feedback.

How do people who follow your nonprofit on social media use it for commentary? Are you getting an equal amount of positive and negative commentary or is the majority positive?

Other interesting data of social media activity includes:

Why do facebook users add friends?

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