By Jordan Lappin
Within the last five to ten years, social media has become fully integrated into advertising, marketing strategies, and driving sales. If you read our blog from last week, you now understand the value of social media for your nonprofit organization. Social media is a powerful tool that has the capacity to scale your nonprofit to new heights - and the best part about it is that it’s free! Having a strong social media presence has enabled Triangle Cares to reach over 200% more people each month since our rebranding. This now leads to the question: Who should be in charge of social media at your nonprofit organization?
The ideal social media manager is multifaceted: creative, a story teller, an excellent writer, video editor, and maybe even a graphic designer. This person also plays an important role as the spokesperson of your nonprofit organization for the digital world. Today, many people use social media as a means of communication through direct messaging. Thus, your social media manager acts as a “facilitator of sales” as they are talking to potential donors and volunteers on your platforms. Your social media manager also acts as a data analyst - this person has to observe social media trends, create content accordingly, and analyze performance data.
Finding an individual that is capable of all of these characteristics can be daunting. And the truth is - you probably are not going to find this seemingly perfect “unicorn”.
Here are three characteristics we think you should hone in on when hiring your next social media manager:
Because most nonprofits operate on a tight budget, many organizations do not have the means to hire someone solely as the social media manager. Tasking the director of outreach or marketing with the role of social media is a great alternative to making sure that you are taking advantage of all that social media has to offer, while also operating within your financial means. (Just make sure that this is not asking too much of them!) Individuals in these roles typically make out as very successful social media managers. However, if your nonprofit does have the means to employ a full-time social media manager, we think this is ideal.
Jordan Hannan and Jordan Lappin