“A Study On The Use Of Social Media Campaigns To Convert Offline Communities Into Online Communities For Npo Reap Benefit.”

Abstract

 Social Media Marketing Offers Some Big Benefits. The Targeting Capability Of The Electronic Media That Has Increased Its Usage By Marketing Managers In Npos. It Has Become A Cheap And Affordable Means Of Advertising For The Social Sector In General. Regarding Online Media Platforms, It Is Safe To Say That There Are Communication Platforms That Promote Certain Behaviours, Thus Influencing, Decision Making And Engagement With The Brand. Through Social Media, People Stay In Touch With Other People, And This Can Provide A Means For Interconnected Civic Building. More-Over, Social Movements Grow At A Much Faster Pace Online. This Study Focuses On How We Can Leverage Social Media To Convert Existing Offline Communities Into Online Communities. For This Study, Data Was Collected From Both Primary And Secondary Sources. There Were Two Sources Of Primary Data. First, A Questionnaire Was Distributed To Persons Directly And Indirectly Associated With The Organisation In Various Capacities. Second, Simultaneously, Social Media Metrics Across Instagram, Twitter And Facebook Were Collected For A Period Of Six Months.There Were 109 Respondents That Were Selected Based On Convenience Sampling. Regression Analysis And Chi-Square Tests Were Performed To Assess The Level Of Associations Between Identified Variables.We Performed Tests Along Four Parameters. 1)The Existing Perception Of Social Media Campaigns And Its Influence On The Actual Usage Of Social Media, 2) The Best Platforms To Drive Social Media Campaigns To Grow Online Communities According To Subscription Rates And Correlation Between Reach And Engagement, 3) The Qualitative Analysis Of The Existing Social Media Campaigns, Positive And Negative Reception And 4) Organic Sharing By Community Members By Studying Internal And External Shareability. It Was Observed That 10% Of Our Online Communities Follow Through On Any Physical Call To Action. There Is A Significant Relationship Between Each And Engagement On All Social Media Platforms. Instagram Is The Best Platform For Rapid Growth And Social Media Perception And Approximately 50% Of The Sample Population Are Interested In Deep Level Engagement With The Organisation At Level 3+. Future Studies Can Focus On A Cross Section Of The Social Sector And Compare The Performance Of Various Not For Profits On Social Media In Growing Communities.