Remember the early days of social media when you did not have to cut through all of the noise and things felt more like a community rather than a popularity contest? I can't begin to tell you know how many nonprofits I talk to these days who are just interested in vanity metrics - gaining followers and FB Likes rather than focusing their social media on building relationships with the closest people to you, your community and then the network, followed by the crowd. This is a key principle in the book Amy Sample Ward of NTEN and I wrote about in our book Social Change Anytime Everywhere.
I recently came across this infographic that broke down some interesting social media related data points, especially related to how we think about distinct networks on social media and how your biggest advocates tend to have the fewest followers. According to the infographic, Twitter has 6 distinct networks. Some of this clustering can also be applied to other networks like Facebook.
1) Polarized Crowd - This crowd tends to be divisive and is often quite political.
2) Tight Crowds - These people come together to share similar interests.
3) Brand Clusters - These focus on brands (including nonprofits), events, and trends.
4) Community Clusters - People who cluster together to discuss or rally around events.
5) Broadcast Networks - These focus on media outlets and famous people.
6) Support Networks - These focus on companies or services with customer support.
If your nonprofit is not thinking about engagement around similar clusters consider tweaking it. You will foster better conversations among your community and deepen supporter engagement for your organization. For example, your advocates are tight crowds that share similar interests (your organization mission being a core interest). Your nonprofit also serves as a support network for your advocates, volunteers, and donors. Think of your presence on social networks as part of your "suppporter care team."
Be sure and also check out the rest of the infographic below that includes other good data such as how quickly people expect for you to respond to them on social media and the best time and day of the week to post.