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

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


3. “If it doesn’t go viral, it hasn’t been successful.”

It’s true that great content cannot be great unless it
reaches the right people – sharing and disseminating
content well is crucial to your social media success.
However, one of the biggest misconceptions around
content is that it must reach millions of people in order
to make an impact. Let’s make this perfectly clear:
content doesn’t have to go viral to be successful. As
Jessica Mason from YouTube points out, “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.”

Good content is not about numbers, it’s about
engagement – and we’ll talk plenty more about this in
the pages to come.


Experian Marketing Services:


Institute of Fundraising:


Nonprofit Tech for Good:


Huffington Post:

What’s Inside?

• Great Content – We highlight four different

pieces of content (a blog, videos, pictures, and an
app) created by four very different organisations.
While not all of these types of content may be
appropriate for you, they do serve to illuminate
what can be done and how best to think about
content creation.

• Top Tips – Representatives from Facebook,

YouTube, Google+, JustGiving, and the Dogs
Trust give insights and practical advice on how
best to share your content in a meaningful and
strategic fashion.

• On a Budget – Most social impact organisations

have budget constraints. Here we highlight how
you can create original content on a shoestring
(or even no) budget.

• Resources – Further reading on how to create

original content and how best to share that
content across various social media platforms.

“Let’s make this perfectly clear: content
doesn’t have to go viral to be successful.”



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