SECONDARY RESEARCH-FINAL

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According to Nonprofit Tech for Good’s article, Top 5 Instagram Best Practices for Nonprofits, Nonprofits consistently using hashtags on Instagram have twice as many followers as those that don’t. Instagram users regularly monitoring hashtags enable your nonprofit to gain more exposure to potential new followers. Also, you can crowdsource images and videos on Instagram by asking your followers to use your hashtag when sharing images on Instagram and then convert the images using your hashtag into a slideshow or embed them directly into your website or blog. (Nonprofit Tech for Good, 2014) Twitter I Am RVA has 65 followers on Twitter. They do not actively engage with their audiences although Twitter has been considered very institutional for grassroots promotions of nonprofits and their campaigns. (Nonprofit Tech for Good, 2015) I Am RVA have not maximized engagement on Twitter. Their content posting schedule is very infrequent and unable to track and manage a following pool. According to Nonprofit Tech for Good, a nonprofit must tweet or retweet at least twice daily to gain traction on Twitter (2-8 times daily). It’s also good practice for nonprofits to tweet on the weekends since the vast majority of them do not. (Nonprofit Tech for Good, 2015) I Am RVA’s first Twitter post. A better introduction would be to announce your organization with a picture of your logo, link to your website and possibly a hashtag. Organizational Media I Am RVA do not have any representative or formal organizational media. This is partially due to them being a startup nonprofit (launched in May 2015). However, what may work for I Am RVA is creating a blog or working in tandem with nonprofit media organizations to gain media attention and traffic to their website. According to the Council for Foundations, Nonprofit media organizations are receiving a lot of media attention these days for stepping up to fill a void in critical public interest reporting. (Council for Foundations, 2015) 14
Summary Report Social media is imperative for small businesses and non-profits to survive in the digital age. 4 out of 10 small businesses surveyed as not using social media as one of their business components in March 2015. (eMarketer, 2015) 55% of small businesses update social media monthly or infrequently, 30% weekly, and 15% daily. I Am RVA updates infrequently; if they adopt a schedule for postings they will be able to target and track engagement and what times are best to post relevant content. Online marketing is essential to any small business or non-profit looking to enhance the quality of their business and awareness. It successfully keeps organizations ahead or in direct line with their competition. According to Shama Kabani, author of The Zen of Social Media Marketing successful online marketing is a cyclical process: attract, convert, and transform (ACT). (Kabani, 2013) You attract the customer usually through visual/ promotional content. Consumers are sometimes willing to sample or test a product, but might not actually buy. When you have achieved buying power with the consumer you have converted them. The last and final stage is to transform your success into something attainable to draw other potential consumers. (Kabani, 2013) Website I Am RVA’s website is used as a resource for the organization’s mission statement, goals and objectives, sponsorships, and current/future events. Aesthetically, the website offers a minimalist quality with a clean background and layout. Its functionality and usability are functional, but transitions are slow. Most items can be reached within 2-3 clicks from the homepage. I Am RVA also capture newer design techniques by using webanchors to quickly engage users with the top content source tabs. Images are also clear and buttons are visible and easy to find. 15
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