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

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


blog posts in response to newspaper articles and tweeted
our posts directly at the journalists who’ve written them.
Their audience for a particular piece is exactly the
same as ours so we can amplify our reach by engaging
with them and getting them to share.”

“With regard to when we post, there are many online
infographics that give a general indicator of when traffic
is highest on various social media. AfriKids supporters are
generally most active on Facebook in the afternoons and
early evening so we’ll promote posts towards the end of the
working day. On Twitter, many people use it professionally
and so within office hours is a good time to promote.
Using various third party tools you can also time your
posts to be Tweeted or posted at certain times.”

Why It Works

“The AfriKids blog is insightful and beautiful to look at,”
states Carlos Miranda, Founder of Social Misfits Media.
“The blog works because it brings AfriKids to life through
the words and passion of their people.”

“The blog gives a human and personal touch to the
organisation that really helps to differentiate it from
other charities. They do a great job of involving different
people from across their organisation. Everyone from
their Founder, to beneficiaries, and both their London
and Ghana based staff write for the blog – you really
get the sense that the blog, and by extension their
work, is a team effort. Remember that blogging at the
organisational level, should be just that: a team effort.
You want to engage key stakeholders - from staff to
beneficiaries, to donors, and volunteers – like AfriKids
has done, in blogging. This conveniently is also a great
way to spread the responsibility so the burden of regular
updates does not fall on one person, as that is the easiest
way to stray from regular postings.”

Other ways that the AfriKids blog works so well:

• The blog directly engages their donors. “Blogging is a

great way to publically recognise donors,” Georgie
says, “show them their money at work, and regularly
provide them with content.”

• Due to its quality content, the blog has raised

AfriKids’ profile. “We used to send out an e-newsletter
which was hosted on a third-party site,” Liam notes.
“When we looked at the metrics, we discovered that
just 1.5% of recipients actually engaged with the
newsletter for any significant amount of time. While
this was disheartening, we found that in just two
months of having the blog, we had a 1,000% increase
in the number of people who read our posts. Of these,
around 40% then go on our website. In fact, since the
blog, we’ve been asked to contribute to other blogs,
give interviews and have our name promoted to a far
wider audience than ever before.”

• It’s inexpensive. Liam adds that “apart from a

relatively cheap photograph plug in, we’ve integrated

free WordPress software into our website so really the
only expenditure we have is in staff time.”

• Different posts target different audiences. If you read

the blog carefully, you’ll notice that it directly engages
with a wide variety of readers. “Each post can appeal
to a different audience,” says Liam. “One day we may
use the blog to put up messages of thanks for those
who have taken part in challenge events, for example,
but the next day may want to use it as a forum to
share our organisational standpoint on a particular
issue. As long as we’re consistent in tone and voice
and introducing guest bloggers, it’s a great way to be
many things to many people.”

• One voice. While posts are meant for different

audiences, the blog successfully manages to have a
coherent and consistent voice.

“The AfriKids blog,” says Carlos, “is an excellent example
of a charity, spending very little, yet creating a dynamic
platform, full of original posts and media, that actively
interacts with key internal and external stakeholders.
Any charity or social enterprise wishing to start blogging,
or even just up their game, should model their work after
what AfriKids is doing.”


Post with regularity – Update your blog on
a regular basis. Getting multiple people
involved with blogging is the best way to
ensure constant updates.

Integrate – Promote all blog posts across your
organisation’s and staff’s social media accounts.
Be sure to use relevant hashtags and directly
engage those who you think will be interested
in what you’re posting.

Analytics are key – Use your analytics to
constantly track and refine what and when
you post.

Be social – Treat your blog like a social
gathering; have plenty of media and links,
ask people questions, talk to people directly,
take a stand on certain issues, etc. The more
social and engaging you are, the more people will
come back to your blog.

Connect with AfriKids

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