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

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

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tell people ‘click here to donate.’ We try to give nonprofits
special tools to create a call to action. If you go to YouTube.
com/nonprofit, you can enroll in our nonprofit program and
that gives you tools like a call-to-action button you can use
in your videos - it will tell people where to click and it can
take them to your website, or to where to donate. You want
to make it simple, and something you can do. For example,
the Rainforest Alliance video ‘Follow the Frog’ ends with a
very easy call-to-action for its viewers.

I’ve posted a video on my YouTube channel,
now what?

Don’t stop posting. I think the biggest thing that can
be daunting and intimidating is when organisations put
a video up and they just expect views to come. The
thing to do is start spreading the video to your
audience, for example through email, but you have
to keep posting. Some people post every day, some
people post once a week. If you’re just starting out
I’d say post once a month or once every two weeks.
The more you post on your YouTube channel, the more
likely you are to come up in search results, and you’ll
grow a following. You’ll have subscribers, people who
know they can come to your channel for fresh content
regularly. No one wants to visit a channel to see the
same video they’ve already seen, so it’s important to
keep posting. We know that people who subscribe to a
channel watch a lot more videos then those who don’t.

You also want to be using YouTube as your hub and
then spreading what you do on YouTube out onto other
platforms. For example, 700 YouTube videos are shared
on Twitter every minute. So one of the things you’re
doing, if you’re a curator, you should be posting your
playlists on Facebook, on Google+, on Twitter and making
people aware of them.

How important is original content versus
sharing someone else’s content?

It depends what you want. One of the great things about
YouTube is you have the ability to create playlists and
curate content. If you’re strapped for cash, you can still
run a great YouTube channel where you make a few videos
on your own, but you’re also regularly creating playlists
around your cause. For example, ‘Here’s everything you
need to know about the oil spill off the coast.’ You can
make your YouTube channel a hub for people to go to
just by being a curator.

Is it all about the number of views?

The number of views doesn’t necessarily mean success.
You can have a big international hit and get millions of
views, but that isn’t necessarily what every organisation
wants or needs. What matters is getting the right
content to the right people and making your channel a
hub for information.

Another way of measuring success is how many people
are doing what you want them to – how many are donating
or clicking through to your website? Then compare that
with the number of views that you got. Everyone wants to
have a viral campaign – but you’re going to be better off
with 1,000 people signing on to take action in a campaign
than if you have millions of views but only 100 people
that actually participate.

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

Our Donate button! Only 10% of nonprofit channels have
implemented the Donate button. You can have a button
right there within your videos, or next to your videos, or
wherever you want on your channel, that makes it really
easy for people to donate. I just donated to CARE through
their YouTube channel and it’s so easy to click through,
you even get a tax receipt emailed to you straightaway.

What are the top pieces of advice you would
give organisations that are looking to spread
a message on YouTube?

Start by setting goals. A lot of nonprofits think ‘we
should do a video’ without thinking through the goals of
what they want out of this video. Once you figure out
your goal(s), do two things:

1. Really commit and post regularly. Think of your

YouTube channel as a TV station; you want to have
constant programming available.

2. Make sure you’re doing everything you can to

distribute your content on your Facebook profile, your
website, your Twitter feed, Google+, and whatever
other platforms you’re using.

Anything that you would like to add?

A lot of nonprofits shy away from video because they
think of it as a lot of work. And it is – it’s harder than
just writing something in 140 characters or writing a
Facebook post – it’s time consuming. But video packs an
emotional, powerful punch that text will never be able to
accomplish. So if you can commit to video, do so, as it
often turns out to be a worthwhile investment.

Connect with YouTube & Jessica

youtube.com/nonprofits
facebook.com/youtube
@YouTube
@JessAnnMason
plus.google.com/+youtube

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