Because being great at social media demands daily and sometimes even hourly attention, it can sometimes feel like everyone must surely be there with you.
One public broadcasting organization recently surveyed their loyal monthly donors and found that 27% don’t follow the organization on social media and 37% say they’re not even on social media. When they widened the lens to people who use their service, but who may or may not be donors, 80% said they don’t follow the organization on social media.
By all means, don’t stop aspiring to have a great social media presence – because many people are there – and the next generation of supporters will certainly almost all be there.
But don’t let your organization become invisible to people who prefer to engage with you in other ways. Continue to spread your message and influence out across many platforms. It still matters.