5 Things to Immediately Stop Doing on Social Media
These days, most nonprofits have some kind of social media presence. Whether you have someone dedicated to managing your profiles, or delegate that task to a volunteer, social media platforms are a great way to build and engage with your audience.
And best of all? Social media is pretty much free.
But it can be hard to get it right when it comes to posting content. Aside from having good social media etiquette (yes, that’s a thing!) there are best practices for posting, and marketers large and small can sometimes fail to follow them.
So, here are 5 things you should stop doing right now on social media.
1. Sharing only your content
Social media platforms are ideal for sharing your content, but your followers don’t want to feel like they’re being promoted to. If your social streams are just link after link directing to your website, they’ll eventually stop clicking. Mix it up. Scan your favourite blogs and share the best articles. Repost relevant content from other sources. And engage with other accounts. If you have staff members who are active on social, share their stories every now and then.
2. Never sharing your own content
On the flip side, it’s important not to get too carried away curating the internet for your social media followers. You should spend at least half your time sharing content that drives people back to your website. It is one of the goals, after all, of social media to raise awareness of your cause. If you only share information that other people are producing, you’re not going to increase your website traffic (and as a result, you’ll have a harder time increasing online donations).
3. Not posting photos with your messages
Photos are an easy way to boost engagement on social media platforms like Facebook, Twitter, and LinkedIn. In fact, on platforms like Facebook, status updates that include a photo show up in more feeds. While you don’t need a photo for every single post, it helps to include something with your posts that will help catch your followers’ eye.
4. Being unfocused or unstrategic
One of the goals of social media is to build your brand presence. So it’s important that your feeds are focused and that you are primarily sharing information that’s relevant to your mission so that your followers can get a sense of what you do and where you stand on issues related to your cause. If your nonprofit does work that fits under a broader umbrella (for example, an education equity nonprofit could fit under the general human rights umbrella) pay attention to how much information you’re sharing that falls outside of your specific mission.
5. Neglecting interactions
Nonprofit workers are natural relationship builders, but sometimes this falls by the wayside when it comes to social media. Don’t forget how valuable a tool your social accounts are for creating relationships with your stakeholders. Along with pushing out your own content, interact with what others are sharing and talking about. Use social platforms to recognize your donors and volunteers. And stay on top of responding to messages and comments.
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