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  • Guni Bal

How Nonprofits Can Leverage Social Media for Brand Perception! LinkedIn and Twitter – Part 2

Updated: Jan 24, 2022

"I’m obsessed on LinkedIn. The organic reach is insane!" - Gary Vee. So why are the words of author and influencer Gary Vee so important? It is because he is a game-changer on social media. On top of that, he believes that using empathetic tones can increase brand perception on social media. LinkedIn is known for its B2B alliances, and Twitter is known for its press or news-worthy purpose and feel. What is most important in all of this is how you can use empathy in your social voice or tone to engage with audiences.

For social media to flow effectively for nonprofits, it is recommended for leaders to write out the social media strategy with aligned goals for each channel. Nonprofits should reflect on which social channels are the best to build their brand perception. Sharing and listening to client needs is key to transforming that brand perception into ROI. Again, it can be challenging to connect the dots between which channels best serve you for brand awareness and which ones best serve you for brand perception. The keys to brand perception are finding the right audiences and sharing differentiating points on each channel.

LinkedIn is the largest social network for businesses and working professionals! LinkedIn has

800 million users and is 277% more effective in generating leads than Facebook and Twitter (Kinsta). If you are in the B2B space, LinkedIn should be where you engage the most with your audiences and possibly allocate advertising dollars if need be. Facebook, Instagram, and Twitter should all be used adequately, depending on your social media strategy. However, LinkedIn offers a lot more organic reach by connecting with individuals who want to engage with your nonprofit for its services.

To maximize the use of LinkedIn, it is good to utilize their competitor analysis feature to see what other nonprofits are doing. Understanding and sharing content that differentiates your nonprofit from the rest does increase the number of like-minded professional audiences. As a reminder from our Social Media Part 1 post, according to Benchmark, nonprofits receive the highest engagement on social media compared to any other industry, and it keeps growing.

Twitter is trending with its dynamic press-like feel and is great for announcements, events,

podcast launches, and thought leadership-focused content. For example, Podcast announcements are trending on Twitter and are great for connecting with related media interested in your nonprofit services and social work. Subject matter experts, leaders of press, and more are on Twitter ready to “retweet” your posts on their pages - this doubles the engagement as organizations are more likely to mention and meet each other virtually on Twitter. The Twitter Nonprofits page with handle @nonprofits has 3.1 million users for organizations to tag and engage with like-minded nonprofits for partnerships.

In order to have a competitive edge with emerging platforms like Clubhouse, Twitter has

@TwitterSpaces where the audience hosts conversations on social topics like mental health, climate change, etc. Re-tweet rates and engagements are therefore growing! These are trends and practices on how a nonprofit can increase engagement on their LinkedIn and Twitter pages. In turn, this allows nonprofits to continue to optimize these platforms for organic reach and not have to pay top dollar. To have an efficient strategy in place, it’s important to leverage all four social media platforms.

Furthermore, after a nonprofit has created all the brand awareness, it’s now time to have a real-time conversation with the right audience to increase brand perception. CLASS consultants can set up an appointment to learn more about what steps your nonprofit needs to take to leverage your social media marketing strategy.


The CLASS Consulting Group is a trusted advisor to the board of directors and senior leadership of the bay area nonprofit organizations. It is a boutique management consulting firm headquartered in the San Francisco Bay Area that provides consulting services to senior management and board of directors of nonprofit organizations and offers community leadership opportunities to professionals.

Since 2002, CLASS volunteers have been assisting nonprofit organizations in the SF Bay Area and supporting the communities in which we all live and work. Learn more about our mission and story.



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