non-profits and social media
In this Blog post, I (Maureen Osis ) share a brief history of the development of social media and how it is used by volunteer and non-profit groups. I will focus on some benefits of this form of communication for non-profit organizations such as CALL. Guest author, Nicole Zylstra shares the experiences of one non-profit organization, cSPACE Projects.
Next month, guest author Mary Oxendale Spensley will explore some potential harms of social media for individuals, communities and society.
Why Read This Blog?
If you want to have a meaningful conversation with others about the pros & cons of social media, it is best to be informed. Read to know more about social media in general, and the various platforms. Learn how participating on social media can be of value to non-profit organizations.
Note that we are aware of many reasons why people do not engage with social media and the negative aspects associated with its use. That discussion is beyond this post. Some of these topics will be addressed in a future post.
What is Meant by "Social Media"?
According to the Merriam-Webster online dictionary social media is defined as:
“forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos).”
Two key concepts in this definition are:
- social media is online - it is an electronic form of communication - and
- social media relies on user-generated content.
Webopedia explains:
Social media platforms are websites or applications that allow users to create and share content or to participate in social networking.
Brief History of Forms of Media
We are social creatures driven by a need to communicate with others; including strangers. Eons ago, humans drew on walls, communicating something about the lives they were living.
Early written communication was one-way; print, when the Gutenberg Printing Press made books accessible in 1440. After that came newspapers, handwritten in 1566, and printed in 1605. Radio was first broadcast in Canada in the early 1920s and television was introduced in the 1950s, becoming the primary broadcasting service. More recently, communication occurs through other forms such as podcasts and live streaming.
But people want to participate in communication; that is, for it to be two-way. Some of these media evolved into interactive forms. Newspapers had 'Letters to the Editor' as early as mid-18th century. Later, 'Talk Radio' allowed listeners to call in to express an opinion.
We even found ways to make reading books interactive with the advent of book clubs; taking a solitary activity and making it a chance to communicate with others.
You can read a bit of history of book clubs in our Blog Post Seven Reasons to Join a Book Club.
Development of Social Media
Social media began with the widespread adoption of the internet. Although developed through the 1960s and 70s, the internet became more widely available to personal users in 1990s. Like the Gutenberg press that changed access to the printed word, the Internet revolutionized digital communication through email, bulletin board messaging, and real-time online chatting.
For a quick overview of the timeline of the development of various social media platforms, read this summary.
Who do People Use Social Media?
Users report that they are on social media for one or more of the following reasons:
- to be informed/educated
- for inspiration/motivation
- to be entertained
- to be connected
When asked about the future of social media, users prefer services that:
- are personal
- protect privacy
- reduce vitriol and conflict
- are available on mobile devices
- focus on community building
Social Media and Seniors
Social networking use among those over 50 years has been steadily increasing in the past decade. Seniors use Facebook and YouTube most commonly, followed by Pinterest, Instagram, LinkedIn and Twitter.
Seniors report three reasons for being connected online.
1. Many use it to reconnect with people from their past.
2. Some appreciate being part of a discussion or support group; others like the opportunity for continuing education.
3. Social media bridges generation gaps. There are few places where youth, teens, parents, grandparents and friends can connect.
Value of Social Media for Non-profit Organizations
Non-profit organizations need to find ways to advance their mission, raise awareness and engage supporters. Unlike traditional advertising which can be expensive and provides limited reach, social media offers a cost-effective and powerful tool to reach a large audience, increase visibility and foster sustainability.
Here are some of the ways that social media provides value to non-profits.
- Free access to a large audience.
- Affordable targeted advertising.
- Content creation on a budget. Unlike traditional media which may require professional production services, social media allows non-profits to create original, authentic and impactful content with minimum costs.
- Build community. Social sharing helps to foster a sense of community and engagement.
Why Does CALL Use Social Media?
Calgary Association of Lifelong Learners (CALL) is a dynamic organization, offering diverse programs for a very modest annual fee. Its mission is to provide accessible and affordable lifelong learning.
Why does CALL use social media? The answer is simple. Social media provides an affordable way to promote CALL to the public. Currently, CALL uses Facebook because it provides a good platform to promote CALL'S Interest Groups and Study Programs. It allows sharing of images, with descriptive text and links to the CALL website.
Facebook offers a creative way to reach the public to encourage them to join; otherwise, CALL’s value is missed by many who would benefit socially and intellectually.
How cSPACE Projects Uses Social Media
CALL's main office is located in the historic building of the King Edward School - now known as cSPACE. Many of CALL' s Interest Groups are held at cSPACE Marda Loop.
Interview with Nicole Zylstra, cSPACE Projects
I asked Nicole Zylstra, Communications and Marketing Manager, to share her experience of using social media to promote cSPACE Projects.
Nicole, please tell us about cSPACE Marda Loop.
The creative hub and incubator at cSPACE Marda Loop is the flagship development of cSPACE Projects, here in Calgary (Moh’kinsstis). Nestled in a beautifully re-imagined historic sandstone building within a lively inner-city neighbourhood, our space is a blend of old and new. It features retail and exhibition galleries, a theatre, co-working areas, and an onsite café.
At cSPACE, we’re all about providing inspiring, accessible and affordable studio, presentation, gallery, and workspace for creative entrepreneurs and artists of every kind. As a social-purpose driven real estate developer, we do it through transforming existing underused spaces. Our cSPACE Marda Loop community is built on inclusivity and intersectionality, fostering a space where collaboration thrives and change takes root.
How does your organization use social media? What do you see as its value?
We use several social media platforms at cSPACE, and each has its unique opportunities and challenges, but my personal fave to work with is Instagram. Instagram has been a powerful tool for promoting cSPACE Marda Loop as a vibrant arts hub. Over the past five years, our following has increased by over 70%, translating into a significantly wider reach—70% more visitors and potential clients this year compared to five years ago.
It serves as our primary channel for showcasing internal events and highlighting the appeal of our rental spaces. The visual nature of the platform is ideal for communicating the excitement of our community, and we can leverage strategic hashtags to engage new audiences.
The emphasis on authentic and engaging content aligns perfectly with our mission, allowing us to make a significant impact with limited resources. Our in-house reels capture the energy of our space without the need for costly third-party production, giving us the flexibility to react quickly and keep up with the dynamic arts scene. We’ve been able to have a lot of fun with it; engaging staff and tenants in our posts, and engaging audiences with entertaining and relevant content.
Because of the Collab feature on Instagram, we’ve also been able to cross promote really effectively with others holding events at our spaces, to mutual benefit!
Do you have an anecdote about an effective social media campaign?
One of our standout social media successes was an Instagram Reel we created for February's "I Heart Arts" Valentine's Day public Showcase event. I took the event description and turned it into a beat poem, filming the performance on an iPhone right in a tenant's studio with the help of our creative team. Bunny, one of our tenants, offered their space, while Kate, one of our event staff, stepped in as the beat poet. They both brought an amazing amount of energy and creativity to the piece, and we edited the final reel together quickly. It racked up 2.7K plays, 70 hearts, 11 comments, and 12 shares, reaching 60% of our followers and 40% non-followers—meaning nearly half the views came from people who didn't yet know about cSPACE. With almost six hours of cumulative watch time, it was a huge win in connecting with new audiences and engaging our community—all without spending a dime!
If you use Instagram, you can see our “
I Heart Arts” Reel – follow the link.
I also have to give lots of credit to Beatriz Vasconcelos, another event staffer, who shoots and edits the majority of our reels here for cSPACE Marda Loop and does an amazing job every time. Not only does social media provide great opportunities for connecting with our external community, it’s a great showcase for the tons of creativity that we have here inside the building as well.
Conclusion
Humans continue to create ways to connect in an ever-changing world. Social media can connect people from different backgrounds, geographies and ages, allowing information and ideas to circumnavigate the global almost instantaneously.
Social media is a cost-effective tool for non-profits, offering free or low-cost options for content creation, advertising, and audience engagement. With thoughtful strategy and a focus on authenticity, non-profits can maximize their impact without requiring a significant budget, making social media a critical part of their outreach and promotion efforts.
Resources
Cyber Seniors
Cyber Seniors provides FREE technology support and training for older adults.
Social Media for Nonprofits: 12 Essential Tips for Success
The Complete History of Social Media: A Timeline of the Invention of Online Networking. October 31, 2024
The Evolution of Social Media: How Did it Begin, and Where Could it Go Next? May 28, 2020
Author
Maureen Osis
Maureen retired from her career -- first as a Gerontological Nurse and then as a Marriage/Family Therapist in private practice working with mid-life and older adults. Maureen has published numerous articles and books related to both professions. She is a member of CALL because she is passionate about learning. She is a volunteer with CALL, doing social media and the primary author of the blog because she likes to face new challenges.
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Guest
Nicole Zylstra is the Communications and Marketing Manager for cSPACE Projects, where she plays a pivotal role in shaping the organization’s communications and outreach. A versatile performer, Nicole is also a professional Improviser (Dirty Laundry, the Kinkonauts, Loose Moose Theatre) and actor (ATP, Stage West, Quest Theatre). Her creative talents extend to playwriting and comedy, with award nominations recognizing her work. She’s a dedicated educator, teaching Public Speaking at Mount Royal University, and a passionate musician, lending her voice and song writing skills to Canadian Famous. Nicole’s diverse talents and dedication to the arts make her a vibrant presence in Calgary’s creative community
cSPACE Marda Loop
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