There are three main types of messages that organizations send on social media: informational, community-building, and action (promotional & mobilizational) messages.
It is important to understand the differences, and to have an appropriate mix of each type. Don't rely only on the 'megaphone' (informational messages), and don't 'mobilize' too often. Most effective will be organizations that actively seek to build relationships with their target audience members.
These messages serve to ask the audience to do something for the organization -- attend an event, make a donation, engage in a protest, volunteer, or serve as an advocate, etc. One-way mobilizational communication. Audience is in the role of actor.
Lovejoy, K., & Saxton, G. D. (2012). Information, community, and action: How nonprofit organizations use social media. Journal of Computer-Mediated Communication, 17, 337-353. (For more info, see social-metrics.org)
A study of organizations on the NPTimes 100 list found that 59% of tweets were informational, 26% community-building, and 16% action-oriented (Lovejoy & Saxton, 2012)
RT @TIdefenceteam: US freezes assets that former Nigerian military dictator Sani Abacha gained through corruption: http://t.co/IjP6CDvJSe #…
Tribal clashes with police send 16,000 people fleeing from #Congo’s Equateur Province . . .http://tr.im/DRC_clashes #conflict
Change a childhood #childfundcac event starts now. Give us your best tweets on child rights. Rules @ http://www.childfund.org/twitter
@UserID hooray! Hope you can join us for the live chat this afternoon. If not, send me a question here and I can pass it along ^LS
Corruption fighters, are you ready to show off your artistic talent? #stopthecorrupt. Get involved: http://t.co/urmVPHtPi0 -
Sign up for ‘‘Black Friday’’ Deals on Amazon.com and a % of your purchase goes to UCP. Use this link: http://bit.ly/284BRx #disability #autism