by Becky Zemlicka, Mindz Eye Marketing
Whether your organization is already on social media, or you’re feeling pressured to join, here are a few things you’ll want to keep in mind.
Where to begin.
The main social media platforms where your audience will expect to find you are Facebook, Instagram and Twitter. There are definitely others, but as of right now, these platforms are the most popular. However, with the current political influences on social media, many users are switching to other platforms, so it’s something to keep an eye on.
What to know about Facebook.
Facebook is the most popular platform for organizations to engage with (right now), and is the most user-friendly platform to manage. Facebook has earned the reputation of being the “middle-aged moms” platform, but that’s not actually true. According to Facebook, their demographics are 19.3% male users and 13.2% female users between the ages of 25 and 34 years. However, women tend to be more “active” on Facebook than men, hence the reputation. Regardless, your content on Facebook should be aimed primarily to supporters and not clients. That’s not to say you shouldn’t make any client-focused posts. You will have some client-aged followers, and it’s still good for your supporters to see how you talk to and interact with your clients.
What to Post:
I often hear the statement, “We’re on social media, but we don’t know what to post or how often.” While my answer could be an article (or book) of its own, here is some general guidance:
- Keep social media social. Your followers want to hear what’s going on inside the walls of your organization and how you’re making an impact. You’ll get the most engagement on posts such as staff anniversaries, client testimonials and accomplishments, staff/client events, decorating for holidays, etc. Always include a photo.
- Educate your followers. While the majority of your posts should be social in nature, it’s also a good idea to educate your supporters about your organization and its services. Post answers to some of the most common questions you receive about your organization; dispel misperceptions people have about what you do or who you serve. Be careful not to get too “soap-boxy,” but education should definitely be a part of your mix. Always include a photo.
- Include a photo. Always. Posts with photos will be seen by more of your followers, and photos with human faces are 38 percent more likely to receive likes than photos with no faces. They’re also 32 percent more likely to attract comments.*
- Plan and post often. I’ve heard it said that you can’t post too often. I don’t agree with that, but most of you have so much on your plates, you won’t error on the side of posting too often. I suggest no less than one post per week – more often, if possible. However, plan your posts. Develop a monthly plan to ensure you have a good mix of social posts, education, events, testimonials, etc. Having a plan will also help ensure you don’t forget to snap a photo during your next potluck or when a big donation of diapers comes in the door. I’m not saying you can’t have impromptu posts – you definitely should – but have a flexible plan so social media stays top-of-mind.
*Source: Georgia Tech News Center
Becky Zemlicka is a speaker and owner of Mindz Eye Marketing, a virtual agency founded in 2001 that specializes in marketing, advertising and social media for small businesses and non-profit organizations. Zemlicka is also a co-founder of Ruth Harbor Ministries in Des Moines, Iowa – a home and program for young moms facing unplanned pregnancies or parenting young children.