Four ways in which charities can improve their social engagement, and build a better, content-led social strategy.
Simply being on social media is not enough – silent, observer, accounts with many followers are losing out to charities with voice, impact, and social engagement. Leveraging Instagram, Twitter, YouTube and charity websites, social media managers can get more from social media. For charities on a budget, many of the techniques can be implemented free of charge.
1.) Keep the content coming
Social media engagement is about so much more than the number of followers or likes. Charities looking to do more with their social media accounts should consider how to disrupt mindless scrolling. Crafting regular, quality, engaging content is important. JustGiving suggests using explicit interactive content, which directly asks viewers to engage. For charities, explicit content can be used to:
- Probe audience personalities and preferences
- Post a ‘test your knowledge’ Q&A on charitable impact
- Play a quiz
- Built in polls from Instagram Stories can also help grab attention, gather feedback, and drive audiences to charity sites.
When fundraising, content is equally if not more important. Using digital tools to enhance the experience of giving is key. Social media platforms have encouraged the use of fundraising tools – Twitter uses the #Donate system by the Good Agency, allowing donors to give directly to charities. Using the #Donate system allows charities to tap into Twitters 15 million UK users.
2.) Curate your content
Curating and producing creative content can help build a relationship with your audience. While charities do want to fundraise, sharing news and brand recognition rank as even higher priorities when planning charitable social media efforts.
Content should generally be mixed – videos, photos, and explicit content can help shape a charity’s social media wall. Cancer Research UK used a social media wall during its #adaytounite campaign, to showcase the nation’s efforts. Miappi, the ad agency also engaged digital billboard advertising to help fundraise – the campaign reached close to £2 million in donations for CRUK and partners.
In general, charity social media marketers can build engagement by following the 70/20/10 rule. DonorBox, a digital donation tool provider, recommends that 70% of content should be news or impact related produced by charities; 20% should be shared content from audiences; while the remaining 10% should be promotional or ask-based content.
3.) Respond to your audience
Once a post has been produced and posted, charity social media managers need to take care to genuinely respond to audiences. SproutSocial, an online social media manager, suggests that social engagement is about interactions, relationships, and engagement over time. In particular, charities can provide a ‘customer experience’ to audiences, by answering questions, commenting on posts, and posting responses across video, photo, and emoji formats.
4.) Measuring your success
Social media analytics can help charities determine which platforms to use, as well as to refine content. A sample of some of the key metrics of success are:
- ‘Likes’ and ‘shares’ from a post can help measure how popular your posts are
- Audience and follower growth rates examine how large your network is
- Followers versus following is a careful balance between networking with those with shared interests and followers – too few followers over the number of accounts followed might give off a ‘desperate’ impression
Source: Charity Digital News