How #charities & #socialenterprises can create great #socialmedia content (30 pages)

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How #charities & #socialenterprises can create great #socialmedia content

17

If I’m a small – to medium – sized organisation
with a Facebook page, how often should I be
posting content?

Again, first figure out how to drive meaningful
engagement with your content. Prior engagement with
stories influences the distribution and reach of future
stories. Start with what you’d like to achieve with your
Page and some intuition regarding the type of content
to post and create a publishing plan. Use Facebook Page
Insights to compare how one type of post does against
another to determine what works with your audience and
then adjust your plan.

Is it all about the numbers? Can you be
successful on Facebook with a modest number
of likes?

You have to remember that what’s important is the
engagement, not just the number of likes. Ask how
your audience is incentivized to like and engage with
your page. Does your page post content that delights
users, is it content they would be proud to share, is
it interactive, does it reward fans? Facebook is a two-
way communication platform so it’s important to ask
questions and also respond. Many pages regularly host
live Q&A’s using the comment reply feature. This is
a great way to involve public figures associated with
your brand.

Additionally, think about where you put the Facebook
share buttons on your website – are you making your
content easily sharable to Facebook? Some great sites
that really highlight and encourage sharing are Buzzfeed,
Slate, and Upworthy.

What does Instagram add to the Facebook
experience?

Instagram is exciting because people are using it to tell
stories through photos and you certainly don’t have
to be a professional photographer to create engaging
content on Instagram. There are many great examples of
companies who are telling stories in new ways via their
Instagram account. General Electric, which is probably

not the first brand you’d think to search for on Instagram,
posts amazing photos that highlight their research,
technology and sustainability efforts. They publish
powerful imagery, which doubles as great content for
Facebook. A CNN journalist used Instagram in the field
to share a unique perspective of North Korea, and the
list goes on.

I think it doesn’t matter what type of organisation you are,
there’s a way to connect with your audience on Instagram.
Say why you’re there and share related content. All of
my favourite Instagram accounts have personality and
purpose and that’s why I like to follow them.

What features or capabilities does Facebook
have that you wished more charities and
social enterprises would take advantage of?

Our Insight dashboards for Pages, Websites and Apps. If
you’re a Facebook admin, this is the best way to find out
what’s working with your audience.

Hashtags and Graph Search are great tools for filtering
your News Feed by keyword, such as #charitywater. It’s
now possible to click on a hashtag and search by hashtag
to filter for all public posts containing that hashtag. So
when you include a hashtag in your post, that’s a call to
action for users to join the conversation.

“Ask how your audience is incentivized
to like and engage with your Page.
Does your page post content that
delights users, is it content they would be
proud to share, is it interactive, does it
reward fans?”

Karla Geci
Head of Media Partnerships, Facebook UK

“Try experimenting with different types
of content. Avoid simply going through
the motions and doing what you’ve
always done. And finally, remember to
think about how the story will look and
feel on mobile devices.”

Karla Geci
Head of Media Partnerships, Facebook UK

Connect with Facebook & Karla

facebook.com
facebook.com/nonprofits
facebook.com/kggeci
@Facebook
youtube.com/facebook

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