In her post for Psychology Today, UMass Amherst psychological and brain sciences professor, Susan Krauss Whitbourne, Ph.D. looks at how social media may be influencing user behavior, especially relating to follow-up and donations. Dr. Whitbourne writes for Psych Today and Huff Post blogs on topics relating to personality and cognitive processes throughout adulthood.
Social Media May be Making You a Nicer Person
By Susan Krauss Whitbourne | Psychology Today | 8/11/15
Contrary to what you’ve heard, social media can make people more prosocial.
With the rise of social media comes the concern that we are becoming less and less able to relate to our fellow humans in a humane way. Social psychologists worry, furthermore, that online media can lead to “Slacktivism,” a lazy and ineffective way to bring about social change, used interchangeably with “Clicktivism,” the concept that refers to the fact that it’s much easier to sign onto a cause online and then do nothing in reality to follow up on that cause.
To investigate the possibility that social media would help rather than hurt prosocial behavior, Heriot Watt (Edinburg) University’s Jane-Marie Fatkin and Terry Lansdown examined nearly 10,000 tweets associated with the hashtag “Giving Tuesday” and “unselfie” on Tuesday, Dec. 3., 2013. Both of these were movements devoted to countering “Black Friday” and “Cyber Monday” (in the U.S.) by encouraging social media users to help others in need. Nearly 20% of all tweets on that day, associated with those hashtags, mentioned the Salvation Army.
More than tweeting, though, the social media users seemed to be following through with cash donations. As Fatkin and Lansdown report, donations associated with Giving Tuesday were up 90% over the previous year.
The Impact of Your Nonprofit Social Media Strategy
Researchers looking at whether social media would either negatively or positively affect behavior examined nearly 10,000 “#GivingTuesday” and “#unselfie” tweets from December 3rd to gain understanding. Social media revealed itself to be an excellent conduit for people to provide help to those in need, even if it did lack face-to-face, in-person interaction.
They found that people who signed up online to support the organization’s campaigns created to encourage social media users to help others in need, not only shared information through social channels, but also donated to the cause.
Make Mobile An Essential Element of Your Nonprofit Social Media Strategy
Whether your organization is already in the throes of planning for this year’s #GivingTuesday on December 1st, are just getting started, or whether you are just looking to launch or improve your nonprofit social media strategy, make sure your website, donation pages and online forms are mobile responsive to mobile make the biggest impact on raising awareness, engaging donors and increasing contributions for your cause.
Here are a few interesting facts to help you understand the importance of mobile to your nonprofit social media strategy:
- 91% of all mobile internet traffic is for social media
- Of Facebook’s 1.31 billion mobile monthly active users, 844 million of them are daily active users
- Almost half of Instagram‘s 75 million users in the US are accessing it from their smartphones
- 81% of Twitter‘s 316 million active users who send around 500 million tweets sent per day are on mobile
- 75% of all Pinterest daily traffic comes through from mobile apps
Embedding a mobile-responsive donation form into your profile gives your supporters a fast and easy way to donate to your cause without ever leaving your Facebook page.