How Important is Facebook to Your PSA Campaign Strategy?

On Connect360 Blog, we write a lot about finding your audience where they are.

Some of our recent blog posts have addressed traditional television and radio placements for PSAs, out of home placements, mobile advertising, and Precise Audience Targeting via the internet.

But how can you determine if adding social media ad placements is right for your campaign?

Social media is becoming an increasingly important platform for promoting organizations’ cause-related messages.  But it is especially so if your organization is focused on reaching a younger audience.

The Pew Research Center recently conducted a study that focused on how Millennials (those currently between the ages of 18 and 34) access news about politics and government.

The results of the study indicated that Millennials and Baby Boomers (born between 1946 and 1964) tend to be the inverse of one another when it comes to chosen news sources for political and government-oriented news.  Among online Millennials, 61% receive this type of news on Facebook and 37% percent receive it from local TV.  Among online Boomers, on the other hand, 39% reported receiving political and government-oriented news on Facebook and 60% receive it from local TV.

Gen Xers (born between 1965 and 1980) who are online fall out in the middle.  51% reportedly receive this type of news on Facebook, and 46% from local TV.

The way in which this type of news — or any type of content — reaches users on social media is complex.  The messages that users see are individualized through their own choices.  Factors such as the friends in one’s network, their topics of interest and algorithms employed by the social media platform all play a role in determining what content a user actually sees.

What do the findings of this study mean for your organization’s campaign strategy?

Six in ten web-using Millennials reportedly get their political news on Facebook.

This is because Millennials are more likely to turn to Facebook, period — for maintaining relationships, finding content of interest, and numerous other reasons — and that is a substantial contributing factor as to why they get most of their news there.

Our team is experienced in helping organizations identify and locate their target audience.  Our resources will enable you to find your audience where they are.

If reaching a younger audience is crucial to the success of your organization’s cause or message, we encourage you to include social media in your campaign strategy.

Connect360 can help you develop custom marketing solutions to better enable you to target and engage with your ideal audience.  If you are interested in learning more about how Facebook ads can help you promote your organization’s message, please contact us and ask about our other services, as well.

About The Author

Rachel Edelman

About Connect 360

Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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