DID YOU KNOW: On average, not-for-profit organisations post 4-5 tweets per day, and 6 posts on Facebook per week.
See below for our top 10 social media tips for not-for-profits.
1. Define Success – Set social media goals and decide what your organisation is seeking to gain from your social media strategy: is it’s purpose to drive traffic to your website, to generate new leads, to be part of your augmented service or to provide you with supporter feedback?
2. Develop a social media comms plan – plan what you are going to say to your social networks each week. Determine how many posts you will make, what questions you will ask, what content you will post and how you will engage your supporters.
3. Implement your social media strategy with consistency – create targeted calls to action, ensure everything you post is consistent with your branding and your message. Your social media strategy needs to compliment and aide your broader marketing strategy not act in competition.
4. Balance “follower” expectations with social media strategy goals – align their needs with your desired outcomes, prioritise your supporter’s experience, make your supporters part of the experience.
5. Deliver value to your social networks – determine what content they want and how they want to interact with you, co-create with your supporters and determine what value you can offer them using social media.
6. Create ongoing dialogue – talk with your followers about their experiences, ask questions, post content of interest to them in varying forms (videos, photos, questions, links), personalise content, put your social networks to work for you and collect ideas from your supporters.
7. Build a friendship and create trust – The key to being successful in social media is to be authentic and honest. Approach it from the perspective of creating friendships and trust. Never try to ‘sell’ on social media sites.
Sitecore’s “5 key ingredients of your social media for your website” presents this scenario to emphasise this point: Imagine you’re at a cocktail party and a professional-looking guy comes up to you and starts talking about himself. He tells you how great the work he’s doing is and asks you to contribute financially. He points out that he needs your money several times during the conversation and doesn’t stop talking about himself, never asking anything about you. How willing are you to become his friend or support his organisation?
8. Diversify your traffic by using multiple social media sites – offer content in many forms, drive traffic to and from your website, link back to your website and link content between your social media sites, Tweet a provocative statement with a link to a blog post you just wrote about a current event.
By diversifying your traffic you’re introducing people to your different social media properties so you can engage them in different ways. Some people like to engage on Facebook while others like to engage on LinkedIn. Other people love to Tweet and engage with people on Twitter. There is no right or wrong answer so you have to test to see where your target audience resides. Engage them where they like to hang out and they’ll be more willing to engage with you (Sitecore, 2010).
9. Measure, track, assess – there are a number of tools out there which enable you to track conversations and interactions your supporters are having with and about your organisation on social media. Use these tools to monitor supporter responses and retweets, dialogues and traffic across your social networks and adapt your content accordingly. Viralheat from our Featured—section is an extremely usefully and cost-effective social media tracking tool so read more and check out their website.
10. Be honest: what is and what is not working – use the data you obtain to continually inform your social media strategy, listen to what your supporters are saying and discard content that is not engaging or does not directly align with your goals. Remember to encourage feedback and ask you supporters what they think.