In parts 1 and 2 of this series we explored why you need a social engagement strategy, and how to look at your historical data to understand what your audience is responding to. This part will delve a bit deeper into thinking about content development for your social channels as well as what should be included in your strategy.
It’s easy to fall into the habit of creating social posts that all feel quite samey. It’s safe, you know what you’re doing – and you’re keeping on top of everyone’s requests (or perhaps demands!) on how the channels should be used. But a broader range of content will be more engaging for your audience. Plus, posts that look different from one another will stand out in their feed, especially if people have grown used to your posts all looking very similar to each other.
If the idea of coming up with more varied content sounds daunting – don’t despair. This isn’t about creating lots of brand new images and graphics for use on social. Your strategy will only succeed if it’s simple enough to keep up. You want your social channels to work in harmony with other online content, and a good chunk of your social posts can be based on sharing key website pages, links to YouTube videos, sharing blog posts – or even news stories you might have been featured in. What’s key is how you frame snippets from those stories, so that the post is interesting enough in its own right, as well as likely to draw people to want to follow the link and see more.
This post from Plan International UK stood out to me because it told a story that we don’t hear so often from international development charities. It brings to life what phrases like “poverty alleviation” mean in practice.
To read the full CharityComms article click here.