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

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


I also think it’s important to look at what your
competitors are doing. Never be afraid to do the same
or improve on what they do - we all learn from each
other and in the end it’s the cause that benefits by
getting our messages and brands out there.

Do you encourage your social media audience
to create and share content on your behalf?

We always encourage people to share pictures of
their dogs with us, we love to see those happy faces
and hear their stories. We celebrate all dogs and are
happy to see any dog on our feed. And we are currently
launching our new #presspaws campaign which will
be asking all our supporters and followers to help us
create a tumblr blog full of user generated content
( The blog is a feed of pictures
of people ‘pressing paws’ with their dogs – and many
look like they’re high-fiving or holding hands! The idea
is to raise awareness of our Christmas campaign, about
taking time to think if you really have the time to care
for a dog for the rest of its life.

When it comes to sharing your original
content, how do you guarantee engagement
while staying true to your strategy?

We made a decision about 18 months ago to brand all
our imagery, as we were aware that it was being shared
and the message was getting lost. Now everything will
have the logo and a call to action within the image so
when it shows up elsewhere it’s still clear its ours.

We have our core organisational objectives in the back of our
minds with everything we do. But we also have to be aware
what our supporters want - though we do a lot of serious
campaigns, we have to do them in a way that engages
people (often this means enhancing serious messages with
nice imagery so that the posts will be shared).

Talk to us about how you approach Twitter.
Why is Twitter important to the Dogs Trust?

Twitter is a myriad of things depending on what day it
is! It can be a customer service channel, it can be a way
to approach celebrities, it can be an event noticeboard,
it can be a collaborative tool to engage other charities
and businesses. Every day is different. It is important

to us as we can get to people quickly and help people
in a way that we maybe can’t do elsewhere.

On Twitter is it all about the followers?

Big numbers don’t mean big engagement. We rehomed
our first dog with very few followers, if anything we
now have more voyeurs than engagers but those
who do engage are loyal and will defend us to the
hilt. Twitter is no longer a numbers game; it’s about
making relationships and loyalty. Your tone of voice is
important too, if you can talk in the first person and
show understanding you’ll get a better result.

What kind of content do you share on Twitter
and why?

We share our dogs for rehoming, for obvious reasons!
The day is drawing nearer that all dogs must be
microchipped, so we retweet a lot of microchipping
events because we want to be shown as a leader on
this. We share fundraising pages of our supporters,
and highlight events we are taking part in such as
the recent Animals in War service for Remembrance
day. We try and have an image with every tweet we
broadcast to ensure a retweet or two!

What top three pieces of advice would you
share with a small – to – medium sized charity
or social enterprise with no capacity devoted
to social media?

Do It - find the one network where your supporters are
hanging out in and concentrate on that.

Schedule – If you have limited time, spend a short time
once a week scheduling your posts or tweets for the
week. Even if you post just once a day people will look
out for it and a loyal following will do a lot of the hard
sharing work for you.

Brand everything – in a world of sharing once your
image is out there it’s no longer your own but make sure
people know where it came from, wherever it ends up.






engagement. We rehomed our first dog
with very few followers.

Jacqui O’Beirne
Head of Digital Marketing, Dogs Trust

Connect with the Dogs Trust & Jacqui

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