Creating Impact with Social Media during a Pandemic

March 27, 2020 12:00 AM
  • Leveraging social media for impact initiatives Image

With the ongoing scenario created by the Coronavirus (COVID 19) pandemic, social media has been instrumental in connecting people and helping spread vital information. In a country like India, with its massive population, social media has helped pass on the message that social distancing is crucial to curb the spread of the COVID 19 virus and is proving itself instrumental in creating an understanding of the measures taken by the authorities in keeping people safe and in reducing exposure.

NPOs and organisations working in this space are spreading awareness through social media platforms, and are reaching a larger audience, especially with many platforms opening up their paid services free of cost for such initiatives.

Every social media platform comes with its own benefits. NPOs must be selective while choosing the right platforms for its cause. Each social media platform attracts a certain demographic. For example, NPOs looking to connect with stakeholders professionally could choose to have a presence on LinkedIn; for those looking to convey regular updates to their followers, Twitter may prove to be useful, so on and so forth. 

Social media can directly aid in exposure, recognition, interaction and response from the audience. The organization should also ensure they are responsive inturn, and update regularly on its initiatives, use interactive methods to connect with followers etc.

While promoting their website on social media, NPOs must ensure that site SEO (Search Engine Optimisation) is complete. This could help in fetching better results, especially when users are searching for it after learning about it through the respective social media page. It would also be helpful to ensure that all messaging (across all digital properties and social media handles) are consistent.

Integrating user-friendly UI and UX on its website or app, mentioning achievements, using fun data facts and the organization's short term and long term goals could also prove to be rewarding. Also, maintaining active updates paired with set branding elements could aid the website and NGOs other online streams in gaining attention.

Research reveals that 84% of NGOs worldwide favour and use Facebook for brand awareness and promotions with Twitter usage at 46% and Instagram at 42%. Other social platforms used by NGOs include LinkedIn at 28%, Youtube at 26% and Whatsapp at 16%. (Source- NP Tech for Good).

It is important to plan and strategize the content, visuals and the goals the NGOs want to communicate with its stakeholders. Through social media, NPOs can find relevant donors, volunteers and networks who can help in magnifying the impact created and spread awareness on their cause.

Social Media platforms are proving to be a useful medium for online fundraising with online donations now being one of the most preferred modes of donations worldwide.

Through social media currently, people from different parts of the world are sharing their social distancing stories, COVID 19 patients are sharing their experiences, influencers are motivating followers to not panic-buy commodities and to be considerate to others, medical professionals are spreading messages and governments are sending out advisories, critical information etc. All of these collectively are bringing about a sense of unity and understanding that we are all in this together! Social media has truly helped unite the world in its battle against the COVID 19 pandemic.



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