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Hootsuite says Facebook is a great way to connect with your fan base through interesting and relevant posts. Marketing tips such as adding visual references to your content, scheduling post ahead of time, and establishing your own personal voice helps to increase brand identity and bridge the gap between consumer interest and consumer action (Hootsuite, 2015). instagram I Am RVA capture viewers through the use of visual and promotional content. I Am RVA’s Instagram (@iamrva) has 354 followers (672 following). They are frequently active on Instagram, usually posting content which strikes a personal voice and touch for the organization through personable pictures of pets, local supporters and staff and images of individuals whom have benefited from I Am RVA. Posts are usually infrequent, sometimes ranging from days apart to weeks. Although some images are promotional in layout, they have not mentioned or recognized their donors and sponsors. Also, photo quality is not of professional grade which adds and takes away from the brand. 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). 22
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 <strong>campaigns</strong> (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 (28 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. summary report Social media is imperative for small businesses and nonprofits 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). Around 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 nonprofit 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). 23
Page 1 and 2: I AM RVA RESEARCH | FALL 2015
Page 3 and 4: executive summaries
Page 5 and 6: industry research Many non-profits
Page 7 and 8: safety If respondents answered that
Page 9 and 10: interviews Our research group was t
Page 11 and 12: Interviewees believe the best optio
Page 13 and 14: secondary research
Page 15 and 16: size and scope Again, I Am RVA is r
Page 17 and 18: Sarah Knapton, a science reporter f
Page 19 and 20: legislators Cycling related legisla
Page 21 and 22: Universities breed 20-minute neighb
Page 23 and 24: There are already numerous resource
Page 25: I Am RVA is primarily engaged with
Page 29 and 30: The Nonprofit Website Project Handb
Page 31 and 32: social, political, and economic con
Page 33 and 34: The Science Museum of Virginia had
Page 35 and 36: motorists opinion of cyclists Time
Page 37 and 38: industry research The Richmond area
Page 39 and 40: “two way street” An Ad Campaign
Page 41 and 42: competition and similar organizatio
Page 43 and 44: helmets-r-us Helmets-R-US would ser
Page 45 and 46: method We chose to distribute a sur
Page 47 and 48: Question 3: Are you a cyclist? Resu
Page 49 and 50: Question 7: For what purposes do yo
Page 51 and 52: Question 11: Have you ever been ser
Page 53 and 54: Question 15: How do you get your ne
Page 55 and 56: Question 19: Have you ever heard of
Page 57 and 58: Question 23: What is your annual ho
Page 59 and 60: interviews 57
Page 61 and 62: Question 2: What are your suggestio
Page 63 and 64: Question 10: In what ways could I A
Page 65 and 66: method Our primary research method
Page 67 and 68: promises of helmet wearing are stro
Page 69 and 70: 5 Reasons to Ride Bikes on Campus.
Page 71 and 72: LaMotte, Peter and LEVICK. How Not
Page 73: Vassar, J. (2014, August 16) Bicycl

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