Your social media strategy doesn’t have to be scary, here at Redstone Marketing we believe the more simple a strategy is, the easier it is to abide by and the more intentional we become when we are posting. We know you are likely time-poor, overwhelmed and social media is usually the last thing you tick off your list, so we’ve broken down a strategy that will help elevate your social media marketing efforts by working smarter, rather than harder.
It all starts with a plan
Planning is key to any sort of progress. Your social media presence needs to be authentic and feel “in the moment” however most of the hard work and scheduling should be done well in advance. A major battle with social media for non profit organisations is that they are not sure what they should post.
It’s best practice to see your social media plan visually, creating an editorial calendar is an easy way to see what the posts contain, where they will be posted and how the message is conveyed on your platforms.
Every month, sit down with others in your fundraising, supporter services or programs teams to bounce off ideas. First thing is to check your own calendars for the following:
- National holidays
- Campaigns that are coming up
- Seasonal holidays
- Fun observances
When you know what is coming up during the month you will be able to create communication around it. To break your posts down further you must create a good mix of content. As you think of ideas you should categorise them as: informative, fun, explorative (about your non for profit), the impact you create, engagement posts, offers with solid call to actions and posts just for fun.
Social media is a way to connect with your audience, show them the true mission behind your organisation and even allow them to get to know those working behind the scenes. People will invest in people, especially when the people believe in the same cause.
Pop these ideas down on your calendar. Building your ‘know like and trust’ factor requires consistency, to build consistency and an online presence you need to get visible without overloading your audience with information. Posting anywhere from two times a day to three times a week is optimal.
Research your target market
When creating content for your audience and donors you have to remember that they have followed you for a reason. Investigate what content your audience is craving by doing a little market research.
We can tell you to post engaging content, but in order for this social media strategy to work it needs to be tailored and intentional. Find out where your audience is consuming their media, what their interests are, why they are interested in your organisation and the cause.
These are three simple ways to know what type of content your audience wants more of:
1. Simply ask them
Post a question or use a poll and do some market research on your platforms. By asking them who they are, what they love and why, you’ll instantly learn more about what type of content will resonate. Communicate why you’re doing this – this is important – it justifies the task of them answering. You want to know because you are passionate about tailoring content to them, giving them more value and fostering a community that is not only welcoming but helpful too!
2. Dive into your analytics
A quick search into your analytics will show you what content is performing better than others. Outline what type of content is performing better. Is it original? Is it sourced? Is the featured image a graphic or a picture and what is in that picture? Then all you have to do is create similar content on similar topics using similar methods.
2. Google trends
This is one way to see what people are searching in relation to your cause and organisation. Are people asking a frequently asked question, is there a particular topic that keeps popping up? This is what you should communicate.
By looking into these insights, you will be able to create a sturdy social media strategy that is aligned with your current audience. The more you speak to one type of person, the more likely you will attract a whole crowd.
Take notice of where your audience is hanging out
There is absolutely no point in creating content for twitter if your audience is creative and searching for answers on Pinterest or if they are white collar professionals who spend most of their time scrolling LinkedIn. Not all platforms are made equal, and some methods of communication perform better depending on the platform they are on.
Organic engagement is hard to come by, which is why you should focus your social media marketing efforts on platforms that your audience are already using.
Facebook fundraisers grew the not for profit sector by storm last year. Digital use went up and so did Facebook donations. A trend in how we consume our news changed, traditional outlets turned to social media to create more visibility for their stories knowing that the demographic on Facebook is a lot more mature than those on Instagram. It allowed fundraising to be more accessible and for the community to take responsibility by creating their own fundraising efforts. Many shared their fundraisers across their platforms to their friends and family, instantly opening up the reach and network that organisations could start speaking to.
Repurpose your best content
Whether it be sharing blogs and articles, creating original content or dabbling in video, deciding to engage in social media needs to be easy enough to sustain and interesting enough to draw the right crowd.
To find out what’s working constantly evaluate your platform insights. Many third party scheduling platforms have thorough reports to help you assess your performance. Once you determine which content is performing best – repurpose it. Split up a blog into five posts, turn a blog into a youtube video, then create a couple of reels.
At the end of the day, be intentional about what you are posting and make sure there is always a reason for the post. Always have the intended call to action in mind and ask yourself whether it ticks your donors’ and potential donor’s boxes. Try a strategy and work through it for a couple of months to really gauge the trends, from there – you can always tweak the strategy as you grow and learn more about your audience.