Social media offers a whole new way for non-profit organizations to get their message to a large audience without having to spend the amount of money that they would for a newspaper spread or a slot on T.V. for a commercial. “Local television stations typically charge from $200 to $1,500 to create a 30-second commercial. National commercials produced by an advertising agency cost far more, averaging $342,000 for a 30-second spot in 2008, according to the American Association of Advertising Agencies.” Now compare that to a free social media account. As long as they link it to their website and are able to amass a decent following, they stand to save hundreds of dollars because of social media being free.
Say they want to advertise or promote a tweet on twitter, that would be almost as costly as the whole T.V. commercial would be. “Twitter offers three types of advertising options – promoted tweets, promoted accounts and promoted trends. The first two cost between $.50 – $4.00 per engagement, and promoted trends will cost you $200,000 per day.” But it is per day, instead of per 30 seconds, so there is some difference and a little more bang for your buck.
It would still be better to use their own website to get their social media presence out there because of costs. But, once they have enough people following or liking their page it would save them countless amounts on advertising and help them get the word out to people who are actually interested in their message instead of it going out and only hitting half of their demographic. Making social media a much smarter means of conveying their message than traditional ways of doing it.