Social Media Guide

“Oh hey, can I ask you some interesting questions our audience will relate to, and post it on our social media?”

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“This is a great group shot that shows the human connection in our work,  let’s show this off on our Facebook channel!”

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“Hmmm… our NGO has a lot to say about that new report that came out, I’m going to write about this on Twitter and also share it on Facebook so our followers can learn more about what we do.”

Welcome to the social media guide that will show you how to make your social media content more effective!

This guide goes beyond posting a new picture and quote. It is about how to make sure your great content gets in front of the right people and provides the tips and tricks to grow your audience. Please use this guide as your introduction to the technical aspects of social media. You will see a change in how people respond to your social media content if you follow this advice. 

Many have struggled to understand audiences and how to create original content for them. Hootsuite, a popular social media management tool, has predicted that in 2018 many organisations will focus on making their social media content better instead. In 2018, social media is moving towards smaller groups of audiences where your biggest advocates and the real communities you create, matter more.

Quality is more important than quantity.

Another positive development this year is that more and more people are using social media as the first place they look for organisations. This is exciting, as it means people on the internet are no longer searching for you on traditional search engines.

Your first impression is now in your own social hands!

Last but not least, if you have already taken your audiences on a journey through these stories – it is also important to share all that which you celebrate at the office. New legislation? A new head of development or a new intern? Did you hit a milestone in a project? Share everything, but be aware it is relevant for your audience!

Social media is about communicating with people in a way that people feel they know you.

A clear voice and brand makes your organisation more human and creates a brand that your followers will trust. Don’t underestimate the importance of a well-designed brand. If you are consistent in your voice, design and colours, you are already doing excellent.

Do you use graphics to share your stories in a fun way? Here are some basic tools you can use to edit if you have a smartphone.

This means sharing and posting other content you find. This is an easy way to show your followers what your organisation stands for and supports. Be sure to follow likeminded organisations and tune into what they are sharing. Don’t hesitate to share the same content (with your own comments), your fellow organisation will appreciate it and maybe decide to share your content too! It also helps if you tune into what your main audience share and care about. Last but not least, you can also re-share your own popular social media posts from the past! Changing a picture or another detail in an old post and re-sharing it, can work well.

KEEP IN MIND

• With all platforms, posting frequency and consistency is important.
• Be selective with your resources and make an honest assessment of how much time you can spend on creating social media posts. We recommend choosing no more than 2 platforms if you’re just starting out. If you’re struggling to keep up, being on every social media network is absolutely not a must! Shift your time back to 1 or 2 core platforms.

You will need some demographic data and information about your ideal followers. Platforms like Facebook, Twitter and Instagram provide all of this information in their “Insights” section, available from the home page navigation.

Another great idea is to conduct your own focus group interview. Invite a couple of your supporters to come and speak to you. If you don’t have any yet – invite some people from your local community whom you would like to have as supporters. Ask them questions about what matters to them, what they like to read on social media, and why they support your cause. This can give you very valuable insights. If you don’t have time for the focus group suggested here, you can also gather this type of information in an email of simply by asking followers directly on social media.

Here are a few tips:

1. You can start the conversation. A good starting point is asking about challenges – what challenges do people have in their own lives when they try and live out the values they share with your organisation? What tips or tools can you give them to make their lives easier as they try to be a better environmentalist etc.? If you have a website, you can write a blog posts or social media posts (or both!) around this answer. You’ll be shocked at how quickly people will follow you once they understand there are humans behind your organisation.
2. Have an opinion when it comes to current events or other topical news. This especially goes for subjects that are trending. For example, at the beginning of each year, look up all of the public holidays, important events and UN days that are relevant to your cause and plan your social content. *Always discuss with your colleagues whether sharing your opinion on any political or sensitive matter is wise for your organisation.
3. Always respond, also to negative comments. This one is important. It takes a team to decide on your policy when it comes to negative comments. As a rule, always make sure that you avoid responses that make any situation worse – keep it neutral. If a remark is particularly harsh, a great tip is to offer your critic a cup of coffee or phone call to further understand their view. Again, staying safe is always important.