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

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Something to Tweet About

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

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become the primary way that Americans give money
to charity.”

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While social media has fast become a crucial element
of any marketing or fundraising strategy (and it’s only
becoming more pervasive), we’re not here to make a case
for why your organisation should have a strategic social
media presence; for that, let us point you in the direction
of our first publication, “About that First Tweet.” We’re
here to talk about what happens next; what happens
after you embrace the power and potential of social
media and integrate it, effectively, into your existing
fundraising and communications tactics.

This guide is about what comes after you have a Facebook
page, a Twitter feed, a YouTube channel, or a Google+
page. What do you do with them? What do you share
with your networks that will be of interest to them and
inspire them to take a specific action? In other words,
what makes for great social media content?

Let’s Talk About Content

Great social media content is something that gets people
to engage with you or your organisation. Content can be
an opinionated blog post about a new piece of legislation,
a photo album dedicated to your beneficiaries, an
infographic, a video, or even a mobile app. It doesn’t
matter if it is professionally produced or created by an
amateur. What really matters is that your stakeholders
– donors, beneficiaries, staff, leadership, and volunteers
– see your content and interact with it in a way that is
tangibly beneficial to you, both online and offline.

There is no secret formula to creating engaging content.
In our research, we’ve seen all sorts of images, videos,
apps, blogs and other types of content help organisations
reach more people and inspire action. But what the
best examples of content do have in common are two
key elements: the content is original and it has been
distributed in the right way to the right people.

This is why “Something to Tweet About” exists: to help
organisations of all types and sizes, and with different
budgets, think about the kind of unique content they can
create and how to share that content in a thoughtful and
deliberate manner.

Common Misconceptions

You probably already know how important good content
is to making an impact with social media. But for many
individuals and organisations, restrictions on time
and money, as well as pressure for grand results, can
make an investment in creating and sharing original
content seem daunting. Here we’ll look at three of the
most common misconceptions we hear regularly about
content creation and how they can be overcome:

1. “Creating compelling content requires a big budget.”

We’ve interviewed representatives from Facebook,
YouTube, Google+, JustGiving, and the Dogs Trust who
explain that great content is anything that inspires
interaction from your audience and stakeholders.
Charities and social enterprises can create great content
even on a shoestring budget because authenticity and
storytelling are the key ingredients for engaging content,
regardless of how the content is produced. Later on we’ll
look at some case studies of organisations that have
been extremely successful without having lots to spend
on creating content and we’ll give you tips for how to keep
costs down when planning your own content strategy.

2. “I don’t have the time or staff resources to
concentrate on content.”

There aren’t many charities, NGOs, or social
enterprises that could tell you they have enough time
and resources to accomplish everything they’d like to.
With tight budgets, busy staff members, and important
problems to solve, it can seem that creating new
content is a luxury your organisation can’t afford. But
creating content and sharing it through social media
does not have to be too time consuming. After all,
you’re surrounded by content material. Be it articles
on your website, volunteers in action, or the stories of
people you have helped, there are many ways you can
repurpose this content for social media.

Similarly, creating a posting plan doesn’t have to be
perfect from the start. Karla Geci of Facebook advises,
“start with intuition, then tweak your content as you go.”
Keep an eye on what works with your audience and what
doesn’t, and go from there.

“Charities

and

social

enterprises

can create great content even on a
shoestring budget because authenticity
and storytelling are the key ingredients
for engaging content, regardless of how
the content is produced.”

“Social media is currently the number
one reason people all over the world use
the internet. It dominates online activity;
27% of time online is spent on social
media - that’s more than email, online
shopping, or any other type of activity.”

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