About a year ago, the Meta-verse launched a new product: Threads. Meant to be a competitor to the once-ubiquitous Twitter/X, some people have dived right in while others are hesitant about wading into the pool. So how to decide if Threads is right for your nonprofit? Here’s a handy guide on using Threads for nonprofits.
First, what exactly is Threads?
Think of Threads as Twitter, but with a kinder, more positive community. Like X, the platform focuses on bite-sized, text-based content (up to 500 characters!) to spur conversation and dialogue. While you can share images, videos, and links, it’s better served as a storytelling tool or a conversation-starter.
Something to note is that Threads has not proven to be much of a fundraising tool. It is better served as a way to attract volunteers and supporters through storytelling and engaging in a public discourse. Threads is all about positivity — so demonstrate your positive impact in the world!
How much time can you dedicate to Threads?
Some people consider social media to be a set-it-and-forget it tool. With Threads, that is not the case. You need to be willing to engage, interact, and respond to build your community on Threads. Plan on setting aside at least 30 minutes per day to manage Threads. Social media is meant to be a dialogue, not a monologue, after all.
Ways to maximize your time on Threads include responding to posts by other users; sharing and reposting content created by others; and following accounts that are recommended for you by Threads. This will help you find and follow individuals and other organizations that share similar philosophies and interests. The more time you spend on Threads, the easier it becomes to see how other organizations are representing themselves and figuring out where yours fit in.
Don’t be afraid to share the same content you’re publishing on other social media channels, at least at the beginning, to establish a presence. From there, venture out! Think of Threads as a conversational sandbox where experimentation is the name of the game. The more you interact with others in real-time, the more you create a sense of community and conversational openness, And remember: no matter how frequently or infrequently you post, be sure to stay true to your brand’s voice.
Speaking of your brand voice…
Will your brand voice resonate with readers on Threads?
There is decidedly a more playful, casual, and personal tone to the content that is shared on Threads. If your organization has a more formal brand voice, anything you share may feel disingenuous and stiff compared to other voices. However, because Threads is still fairly new, you can experiment with voice and tone to find your niche.
How’s your storytelling game?
Much like Twitter/X, you can share long-form content in a sequential manner to tell a compelling story. Such stories might include how your organization has benefited an individual or community; the positive impact volunteering with your organization has generated; or the outcome of an intended initiative.
Think about what stories are most likely to engage your audience. Chances are you’re already identifying stories to include in a direct mail campaign, highlight as a feature in your annual report, share on a blog, etc. Why not repurpose the content as a Threads piece?
Are you game for experimentation?
Some organizations use Threads as a way to invite engagement by asking open-ended questions. For example, Unicef has asked questions such as “How many months paid maternity leave do you get in your country?” and “What healthy food does your little one like to eat?”
Consider what questions tie into your organization’s mission, programs, and services, allowing you to position yourself as a resource while also spurring conversation. A particularly engaging question may lead to increased interaction within the comments between respondents, which is always a plus. However, keep in mind that all responses may not be positive, so as with any other social media platform, have a strategy in place on how to deal with the naysayers and negative Nellies.
One other thing to be mindful of: Threads is so new to the social media game and so responsive to user feedback that new features are regularly being rolled out.
If you’re ready to start using Threads for your nonprofit, here are a few tips to help you get started:
- Your Threads account will use the same username as your organization’s Instagram account. Simply sign up for a Threads account and note that you want to follow the same folks you follow on Instagram.
- There are no direct messaging, fundraising, or ads available on Threads. All content is through direct posts.
- Only one hashtag per post is allowed, so be strategic!
- Make sure your Threads bio is up-to-date and includes a link to your website so people can easily find more information about your organization.
- Your first post should be one that shares your mission succinctly and simply.
- Tell stories, ask questions, and engage with fellow users and organizations.
- Share your posts on other social media platforms to expand your reach.
- Most important: have fun with it!
Curious about using other social media platforms and how it can tie into your overall marketing strategy? We can help! Reach out to Sunny Side Creative when you’re ready to get started!
