This article was originally published on Care2's Frogloop blog at Frogloop and was written by Allyson Kapin, co-founder of the web agency Rad Campaign. In the mood for more social media reading? Check out Twitter for Nonprofits: A Guide to #DoingItRight.
NM Incite, a Nielsen McKinsey company surveyed 1,865 adult (18+) social media users about what motivates them to friend people on social networks, and what causes them to dump their friends. As nonprofits invest more time into cultivating people on Facebook and followers on Twitter, this is helpful data to review. According to NM Incite's research, the majority of social media users (82%) friend someone because they know them in real life - meaning real life friendships drive online relationships. I would not be surprised to see if this correlated similarly to social media users who friend organizations that they feel connected to and are active donors or activists. Why do people unfriend or unfollow? 55% said that they dump Facbook friends because of offensive comments. 20% remove friends due to lack of interactions, so be sure you update your Facebook page regularly with engaging content and that you spend time interacting with your members on Facebook. Don’t just use it to post items and then walk away and not engage in conversation. Another 14% says that they remove friends due to political content.
Another set of survey questions had to do with what people are using social media for. While there was not a category related to getting involved with charitable organizations, it was interesting to note that 60% of people use social media to learn more about consumer products and over 60% read consumer feedback. 54% use social media to provide positive feedback and 51% use it to provide negative feedback.
How do people that follow your nonprofit on social media use it for commentary? Are you getting an equal amount of positive and negative commentary or is the majority positive?
Other interesting data of social media activity includes: