Does your nonprofit have a full- or part-time new media manager? If yes, are they spending the recommended amount of time working on each media? If no, why not?
Nonprofit Tech for Good recently released an article discussing some tips given in the book Mobile for Good: A How-To Fundraising Guide for Nonprofits. The article points out the reasons every nonprofit should have a new media manager and how much time that worker should be spending working on each media (such as Facebook and LinkedIn).
If you are a small nonprofit and your new media manager is also your PR executive and marketing manager, there is a high likelihood that they are either giving too much (or little) time too certain medias or they are spreading themselves too thin.
If you are in this position, it is important to error on the side of less media but more productivity than more media and less effectiveness. If you are trying to cover all new media platforms with limited training and/or time, you are not using them to their full effectiveness and as a result could even do more damage than good. It would be better to recognize which of the new media platforms work best for you (Facebook, LinkedIn, Instagram, etc) and your audience and use those select few medias rather than trying to take over everything on your own. And be sure you don’t forget that while social media helps you gain followers, your website is the high priority.
If you are a large nonprofit and you have a new media manager, you want to make sure they are spreading their time through all platforms effectively. According to Mobile for Good: A How-To Fundraising Guide for Nonprofits, if your new media manager works 40hrs/week they should be spending almost one forth of that on Facebook and Twitter alone. The rest of the time needs to be divided up between blogging, Google+, LinkedIn, YouTube, Pinterest, Instagram, Tumblr, doing research on trends and strategies for your social media, tracking and reporting success, creating visuals and graphics, and then anything in between that is necessary to make the new media engine run.
Attached is a chart where you can view how many hours your nonprofit should spend on each new media platform each week.
About the Author: Julia-Kaye is an undergraduate at the University of Iowa studying English, mass communications, and theatre. She hopes to work in the media business to help alter the way women are depicted.