In an earlier blog, I described some interesting tips I learned in a social media workshop at a nonprofit leadership conference earlier this month. Bill Natalzia Northeast Regional Director of Celebrate Recovery did an excellent job. There was plenty of great information in the workshop, and I was glad I scarfed down my turkey sandwich and skipped half my lunch break to get a good seat.
However, at Momentum Consulting our specialty is inbound marketing, and social media marketing is an integral part of an effective inbound marketing strategy. So, we may have a few insights that perhaps Natalzia did not.
One of Natalia's main points was encouraging your audience to repost and retweet your content which is an awesome idea. You can’t do social media alone, so ask for help. Natalzia suggested asking your audience to share by putting a caveat at the end of each social media post. This isn’t a bad idea, but we would tell you to use caution.
Think for a minute about those posts that come across your timeline every now and again. You know the ones. The “1 like = 1 prayer” or the “Share for Jesus, Ignore For Satan” posts. We make fun of those posts because they’re pretentious. They're asking us to share their content without giving us anything in return. Don’t ask your audience to do anything for you without giving them something worth sharing. If you have interesting and entertaining content, people will share it. You won’t even have to ask them to.
If you do use #plztweet or something similar, do so sparingly. Putting a caveat in EVERY post can make you seem desperate and will likely annoy your audience. We would rather see you use that valuable character space to delight your followers.
Like and Share
A possible exception to this rule could be “Like and Share” campaigns. Even then you’re not asking your audience to do something for you without giving them anything in return. In a “Like and Share” campaign, you offer followers who like and share your content a chance to win prizes. These campaigns work well and can help pages gain a larger audience. Just remember to snap a photo with the winner when they receive their prize, and congratulate them on your page for everyone to see!
Linking Platforms Together
Natalzia also suggested linking your Facebook, Twitter, and Instagram accounts together. When you link your social media accounts together, a post you share on one platform is published on all your platforms. Linking platforms together makes posting to multiple platforms quick, easy, and convenient. Natalzia also suggested it can help you keep a consistent voice and message.
Yeah, your voice will be the same, because your content on each platform will be identical. Posting some identical content and links to your other platforms could encourage people to follow your other pages. But if all your content on your Twitter and Instagram are exactly the same as your Facebook, you’re missing out on an opportunity to fine tune your social media strategy and more effectively reach your buyer persona.
The majority of our nonprofit clients’ social media audiences will vary across platforms. Typically, women between ages of 25-34 follow our clients on Facebook, and men between ages of 25-34 follow them on Twitter. That may not be what your analytics look like, but it’s typical for our clients. What appeals to followers of one platform might not appeal to followers of another, even for the same nonprofit organization. By digging into your analytics, you can cater your strategy to reach a specific demographic.
Also, think about the followers who follow ALL your social media channels. Don’t make them read the same content twice. Your audience will thank you for putting in a little extra effort and creating original content for all your social media platforms.
Social media can be confusing, especially for nonprofit organizations who are starting out, but it’s well worth the effort. Download our case study to see how one nonprofit organization used an inbound marketing strategy to bolster their social media, increase their bottom line and become recognized as an expert in their field.