Animals and Environment Causes: Most Talked About on Facebook & Twitter

By on Thursday, December 8, 2011

From August to October of 2011, CraigConnects analyzed the top 5 nonprofits in the following categories (based on total expenses provided by Charity Navigator) and how frequently they post and are talked about on Facebook and Twitter:

  • Animal
  • Children
  • Cultural
  • Disaster Relief
  • Environment
  • Health
  • Veterans & Military
  • Women

By far, the most talked about causes on Facebook and Twitter that they looked at, were animal and environmental organizations. Animal groups had an average of 14 Facebook posts and 134 tweets per week. Environmental groups had on average, 12 Facebook posts and 88 tweets per week. The least talkative causes on Facebook and Twitter were veteran and military organizations. They also found that the most engaged communities on Facebook are children’s organizations, which have an average of 39 fans per person “talking about this.”

In spite of their lack of chattiness, the military and veteran organizations were attracting attention on Facebook and Twitter, ranking #5 (ahead of cultural, women and environment organizations) when a ratio of average weekly Facebook posts was compared with “talking about this” data.

The researchers also called several of the organizations to discuss their current staffing for social media. Organizations that focus on animals, the environment, and women were the most staffed for social media.  They found 14 full-time social media staff and 40 part-time. Of the 21 organizations they called, only 1 did not have a full or part-time social media person on staff.

Get more information about the study and see the infographic.

Because they only looked at the largest organizations, the results may seem disingenuous to smaller nonprofit organizations, who may be doing quite well at engagement in social media, but would not have been considered for this report because of their budget size. In some cases, smaller organizations may have higher rates of social media engagement, simply because they are working with smaller communities that care about a cause.

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