A version of this article was originally published on the NewsWhip blog.
It’s not just brands and publishers that are competing for our ever-diminishing attention spans on social media. Charities and non-profits are also vying for the same audience eyes, despite their different way of working.
“Big, sweeping ideas and innovations dominate engagements for charitable organizations on social media.”
At NewsWhip, we decided to look at what these charities and non-profits, including some of the big United Nations programs, are doing to maintain their social presence and win on social.
To do this, we looked at various aspects of social performance, including earned media, owned media and social content, across several of the world’s largest and most ubiquitous social-good organizations.
Engagement on articles about the groups
For our purposes here, we define earned media as articles written about the non-profit. In terms of content written about these groups, the most covered in the press were TED, Unesco, and Unicef.
TED, the non-profit whose mission is to spread ideas through series of short talks, had the most engagements on articles written about it in the three-month period from September 1 to November 3, 2017, with more than five million engagements.
Unesco and Unicef, two UN programs devoted to cultural preservation and helping children respectively, were the next two group to receive the most engagement on earned media, and the only organizations other than TED to garner over one million engagements
Read more here: http://mediashift.org/2018/01/charities-nonprofits-succeed-social/