It used to be that the only people with the ability to create a trend were associated with the fashion industry and the chance of being viral was not something to brag about. Now anyone can create a trend by simply using words and if you become viral, you’re not plagued; you’re instantaneously famous. Nonprofits can make trends and become viral too!
1. Get with the Trends
A trending topic is made up of keywords or a phrase that is sometimes in plain text form, but usually in hashtag form. Hashtags or (#) (then words without spaces) is a way to create a trend or something that many people can tweet and connect by doing so. You are able to filter the trends by Worldwide trends, national, local or specific to the types of tweets you send out e.g. a nonprofit organization would see trends relevant to fundraising or grantmaking. Some common Worldwide trends are: #JustinBieber #LadyGaga or lyrics to a song. Sometimes they can be a little more general such as #TheBestThingAboutTodayIs and the user will be able to respond with their individual answer following the hashtag. It will then be visible to anyone that is hashtagging the same thing.
Discover the trending topics everyday, multiple times a day. Topics that are trending are often hashtagged. If the topic can be applied to the organization, don’t hesitate to use it. For example: #GlobalWarming – If the organization is focused on environmental issues, this may apply. Tweet something using that specific trending topic. Promote events, campaigns or movements by the organization using hash-tags. This can create the potential for a viral effect, thus increasing the organization’s social media presence. An example of this would be: #2012WorldTradeCenterMemorial
2. Make Connections Through Hashtags
The organization can leverage certain tweets that are appropriate and generate conversations with people who may not be followers. A tweet about New York City or #NewYorkCity could provide the chance for a local organization based in New York to respond, if relevant. e.g. tweet: “I don’t have plans today in #NewYorkCity” organization response: “Come join us in the park for a picnic today at…etc” In order to do this, monitor the name of the organization’s home city on Twitter. Search frequently the name of the city in both plain text and hashtag forms: Your City; #YourCity Filter the tweets for ones that may be applicable to your organizational mission, programs, brand etc.
3. Search Twitter
Keep an eye out for the organization’s name in the Twitter search (search.twitter.com) if someone is tweeting about the organization they may not tweet the actual organization’s handle. This can be for a number of reasons. They may not be aware the organization is on twitter. They may be asking the general public a question about the organization. They may not want the organization to see what they are tweeting about them.
4. Organize Through Hashtags
Your nonprofit can also use hashtags to organize the conversations that take place on Twitter. It will allow the organization to filter through the tweets much more efficiently. For example, if the organization is having two events within a short span, the organization can hashtag the name of the events. As it gets closer to the time of the first event they can quickly filter their tweets to respond to questions about the first event and come back to any questions about the following event.
Travis Flores is an NYU Graduate candidate, studying for his MS in fundraising. Travis joined the Red Rooster Group to assist in the enhancement of the social media and technological experiences for both the company as well as their clients.