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'Like' it or Not: 5 things your not-for-profit should be doing on social media

'Like' it or Not: 5 things your not-for-profit should be doing on social media



In this webinar Heather Linford, Everyday Hero's Community Engagement Co-ordinator, looks at social media as a key tool for creating brand loyalty, building trust and credibility and as a precursor ...

In this webinar Heather Linford, Everyday Hero's Community Engagement Co-ordinator, looks at social media as a key tool for creating brand loyalty, building trust and credibility and as a precursor for creating lifetime giving.
To view the webinar please visit: https://www.blackbaud.com.au/notforprofit-events/webinars/past



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    'Like' it or Not: 5 things your not-for-profit should be doing on social media 'Like' it or Not: 5 things your not-for-profit should be doing on social media Presentation Transcript

    • ‘Like’ it or Not:5 Things Your Not-for-ProfitShould Be Doing on Social MediaHeather LinfordCommunity Engagement Co-ordinator
    • Social media is about building relationships
    • Social Media is…• An extension of traditionalmarketing channels not areplacement• Complimentary to yourexisting marketing strategy• Is too important to miss out ondue to lack of understanding
    • Why should we care about being on social media?
    • “35% of charities with asocial media account hadincreased donations overthe previous two yearswhile 66% stated that beingonline helped loweroperating costs.”Source: Booz&Co 2013
    • In the Australia alone, there are 11 millionpeople on Facebook and 2 million activeusers on Twitter.Source: Frankmedia.com.au
    • “…whilst many charities have, thereare still some that seem reluctantto take the plunge. This may bedue to a variety of reasons, fromlacking the andto do so to beingof the overall benefits. But as atool for ,supporters, fundraising andinformation sharing, social mediacould have been invented for thethird sector..”Source: www.fourthsource.com
    • 1. Get to know the social platforms• Dip your toes in the water bycreating an account foryourself on as many platformsas possible• Try out all the features youcan see and Google the onesyou’re not sure about• Check out your competition, tosee what they’re doing andwhat is working
    • Learn more about what each platform doesVisit: http://www.10webtips.com/articles/networking-sites.html
    • 2. Get to know your audience• Know who you are talking toand on which platform• Ensure the content you post isrelevant and engaging to youraudience (not just what youwant to tell them)• Understand why they areconnecting with you, and whatthey want out of therelationship
    • Who are your Supporters?Are they primarily male or female?What is their motivation for supporting you?What are they interested in?How old are they?When are they online?What time of day is the best time to reach out to them?What do they want from you?
    • • Your Supporter’s are not justwallets – they have more to givethan money (time, voice,networks)• Use social media as a tool tobuild relationships and loyalty toyour organisation, not for directsolicitation• Show your Supporters how theyDon’t Forget…
    • 3. Have a strategy
    • a) What do we want to achieve?
    • b) What social platforms should we beusing?
    • c) What is our tone of voice?
    • Supporters see you as a single entity. Don’t confusethem by changing the way you speak to them acrosssocial platforms or days of the week.Consistency is key.
    • 4. Plan your content• Each social platform isdifferent, requiring differentcontent, and posting atdifferent times of day.• Over time you will see whatcontent gives you the bestengagement so make sureyou track• Use a content schedule toplan what to post and when,and to prevent duplication ofcontent
    • FacebookPrimary Users (Aus)25-34 years old46% Male vs 54% Female(source:blog.marginmedia.com.au)Frequency1-2 posts per day maximumBest time to postAround noon and 7pmSaturdays (highest activity)Content ConsiderationsShort posts (200 characters max), visual content has higher engagement– images/videos, post at the same time each day so your audience knowwhen to expect to see your content.
    • TwitterPrimary Users (Global)45-54 years old38% Male vs 62% Female(source: Mediabistro.com)FrequencyMinimum 4 tweets per dayMaximum 1 tweet per hourBest time to tweetBetween noon and 5pmWednesday and the weekends(highest activity)Content ConsiderationsKeep the character limit in mind (140 characters) and tailor contentaccordingly. Great for quick facts, statements and images.
    • PinterestPrimary Users (Global)25-34 years old28% Male vs 72% FemaleFrequency3-4 times per weekBest time to pinEarly afternoon (noon – 3pm)Friday (highest activity and most re-pins)Content ConsiderationsImages, images, images! Pinterest is visual so your content should bedo. Overlay text on images to share facts about your organisation orinspiring stories.
    • InstagramPrimary Users (Global)18-29 years old47% Male vs 53% FemaleFrequencyOnce per day unless you are at anevent (2-3 times)Best time to postAround 8pmWednesday (highest activity)Content ConsiderationsInclude relevant hashtags so your images show up in search results (ie#marathon), and make sure your instagram account is set to ‘public’.
    • Do Engage in real time, genuineconversations Build relationships and trust Post relevant engaging content Be consistent Double – check your contentbefore posting (grammar,spelling) Listen Thank your audience for sharingyour content Reward your most activemembers Create measurable goals Have a plan Be friendly Use discretion
    • Don’t• Spam• Respond to posts from yourcommunity without anothermember of your charity• Ignore criticism• Sell continuously• Overdo the hashtags (5 is plenty)• Forget your audience• Try think you can completelycontrol the conversation• Offend or post negative comments• Forget that once you have postedsomething online it cannot beremoved – deleting contentdoesn’t mean someone hasn’talready taken a screen shot asevidence• Criticise your competition
    • “Giving your Supporters a voice is really important andhelps make them feel like they are a part of yourorganisation. At any point where it makes sense,involve them in your decisions.”-- Elena Goodrum, Sift Digital (guardian.co.uk)
    • 5. Measure. Review. Improve.• Social media is not about ROI, itis about engagement andcreating brand equity.• Use tools like Sprout Social(paid) and Hootsuite.com (free)to track success• Metrics may include:- Reach- Impressions- Engagement- Audience growth
    • Reach: The number of unique people who saw any content you posted.Impressions: This the total number of times any user could have potentiallyseen any content you posted.Engagement: A great indicator as to how well you are communicating andinteracting with your audience. This is the number of unique people whohave clicked on your posts when compared to the amount of fans you have,it is displayed as a %. The higher your engagement, the more valuable youraudience.
    • Conclusion• Social media is complimentaryto your existing marketingchannels• Use it to build relationships withyour Supporters and increasebrand loyalty not to ask formoney• Don’t feel intimidated by socialmedia, start using it yourselfand get to know the platforms.• Online is the future, don’t getleft behind!
    • Questions?