Five Social Media Tips for Charities
91% of online adults worldwide now use some social media platform on a regular basis. This figure represents huge opportunities for your organisation to connect with your target audience.
At this point the question is no longer whether you should be using social media. That has long since been answered.
Now it is time to take a more focused approach on how you can get the most out of the platforms you already have.
Here are five top tips we think could help your organisation.
Focus on your end goals
When you set up your Facebook and Twitter pages, what were you hoping to achieve? While ‘Likes’, ‘Favourites’ and ‘New Followers’ all look good on paper, are they actually bringing anything back into your organisation?
In the business world, the approach will be based on return on investment and charities should follow a similar model to ensure that time spent on social media strategies is worthwhile.
Ask yourself if you want to see an increase in visitors to your website, more donations flowing in or higher attendance numbers at your events.
Measure the impact that your campaigns are having and adapt your strategies where necessary. Do not follow the same routine each week if it isn’t working for you.
Spend time on your content
The most important part of your social media campaign is your content. Great content will take into account what your target audience want to read, not just your own sales message. It will make them want to share and interact with your organisation.
One of the strongest examples of this was the #nomakeupselfie which raised over £8million for Cancer Research UK.
While it wasn’t initially started by the charity, they quickly found a way to make the already trending topic apply to them. It was a simple idea, executed effectively, that encouraged many women to join in and fight for their cause.
Look the part
A newcomer to your social media pages will want to see a professional organisation that is running a professional page. It can make the difference between them connecting with you or moving on very quickly.
First impressions count so take the time to make your page look as good as possible. Remove any blurry logos, select only the best images to distribute publicly and use the cover photo option to avoid having a blank space.
No radio silence
There is nothing worse than a page that has been inactive for weeks on end. Social networking offers your organisation the power to communicate constantly with your followers. Updates on a daily basis will help you to keep your page alive and kicking.
Use sites like www.hootsuite.com to schedule posts for days when you are pushed for time. Get involved with expert opinions on important issues in online discussions.
Include social media in the key responsibilities for your staff members and ensure that your pages are effectively managed and updated on a regular basis.
Turn Followers into Donors
Having a large fan base of followers is a powerful tool, but it is important to remember that you need to turn these followers into active participants in the work of your organisation. That could mean through donations, by becoming a volunteer or even attending events on an occasional basis.
To attract volunteers, highlight the opportunities you have available, specify who they are most suited for and what the participant will get back from the experience.
To increase donations talk about the work that has been achieved with funds so far. Include personal stories and video links to show the true impact of your work.
With events, it is important to update your followers before and after an event happens. Show them what they missed out on. They might be tempted to come along next time.