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


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




hatever form it takes, content is the material that determines your success on
social media. Content can be a video that calls to action or a blog that tells a story;
it can be an app that breaks down science or a moustache that makes money.

Effective content encourages and directs your stakeholders to take action that tangibly
benefits you and your mission.

Never before in human history have we been this
connected, and never before have individuals and
organisations alike had the ability to engage directly
with so many. People come together on social media
because of a mutual interest or goal. It is in these
connections where the value and potential of social
media lies, and it is the content that you or your
organisation share on social media that brings this
potential to life.

Social Media is Here to Stay

Social media is currently the number one reason people
all over the world use the internet; it dominates online
activity. Twenty seven percent of time online is spent on
social media


- that’s more than email, online shopping,

or any other type of activity. And it is not a fad. Individual
platforms may come and go (Myspace anyone?), but the

hyper-connectivity common to all popular platforms will
be with us for the foreseeable future.

Charities, NGOs, and social enterprises across all
causes, irrespective of size and budget, are embracing -
or at the very least using - social media. If you’re reading
this, you probably are too. Social media is changing
the way organisations cultivate, acknowledge, report
to, and solicit donors. With online giving growing year-
on-year (the average online donation to UK charities
has increased by 21% over the past three years


) the

role social media plays in fundraising and marketing
will only increase. Social media is already one of the
primary ways in which people find out about a cause
or organisation, with 47% of Americans learning about
a particular cause via social media or some online


Trevor Neilson of the Global Philanthropy

Group states, “in the next two years, social media will

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