Social Networking Sucking in Adults Big Time: May be Right Channel for Your Nonprofit

Social Networking Sucking in Adults Big Time May be Right Channel for Your NonprofitOnce again, the folks at the Pew Internet & American Life Project have opened our eyes: The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years — from 8% in 2005 to 35% now. And Tech Crunch just weighed in that one in five Internet users are visiting Facebook in a given month.

The fact that mom and dad and maybe grandpa are on social networks, reported out in detail here, has huge implications for your nonprofit communications work tomorrow and a few for your work today:

  •  75% of online adults 18-24 have a profile on a social network site, but only 7% of those 65 and older do. Those stats are bound to grow in these age groups and those in between. But for now, track your target audiences with their current level of involvement.
  • Social networks are becoming a more important part of fundraising and advocacy campaigns, but mainly through individuals sharing their passions and interests with their friends. These online boosters are folks you want to help spread the word.
  • Right now, explore social networks in a minor way if your targets skew 45 and up; more so if they're younger. But do participate so you're ready to go when those older are on board (not likely to be so far away).
  • Keep tracking who's on social networks, and jump on board when your core audiences are there too. Meanwhile, read about strategies, case studies, dos and don'ts from your colleagues who are already out there.

Just in from TechCrunch (tip of the hat to The Agitator):
"In November 2008 Facebook drew 200 million unique worldwide visitors; more than 1 in 5 people who accessed the Internet that month visited the site. When sites are that big growth generally stagnates, but in Facebook’s case it’s still skyrocketing. In December, 222 million people visited the site says newly released Comscore stats, a 10.8% month over month growth rate. 22% of the total Internet audience went to Facebook in December."

P.S. Whether you're engaging over-65s or 20-35s, when a powerful tagline is joined to a compelling mission…nothing is impossible! Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

Nancy Schwartz on January 27, 2009 in Nonprofit Communications, Recommended Resources, Social Media, Social Networking | 1 comment
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  • Kathryn

    I read that title as meaning social networking was sucking (as in bad, not being effective) for adults big time, you might want to say “Pulling in” instead of “Sucking in”

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