Content that communicates your message requires a well thought through process. It involves:

Targeted messaging.
Well written content and designed graphics.

Timely and effective distribution of content.

Effective monitoring.

Verified communication results.

Social Media and the Nonprofit sector

Planning

“If you fail to plan, you plan to fail” – yes, it is an old saying but remains relevant.

Start with why a social media presence is necessary:

This will lead to determining Goals and Objectives that will set the scene for using social media platforms as a communication channel.

Know where you are so that you can plan for the future. Conducting a Social Media Audit will reveal the current social media landscape.  

Who are you going to converse with? By Identifying Key Audiences, one can ensure that their information needs are met.

What do you want to say to those audiences? Defining Key Messages forms the basis of the communication effort and creates the narrative for the organisation.  

Take care of the  Nuts and Bolts:

Determine voice, tone, writing style and types of content.
Stipulate the appropriate platform.
Develop branding elements.
Specify hashtags and tags.
Set-up accounts.

 

Social Media and the Nonprofit sector

Post Design

Development of engaging posts by combining graphic design with content to convey accurate and relevant messages.

The design process includes:

Source and edit photographs.
Creating written visual or audio-visual video content.

A well-designed  post must tick these boxes:

Content must be edited.

Facts must be verified.

Visuals must be integrated to enhance the written text. 

The post must be approved by the platform  owner.

 

Types of posts include

  • Visual, audio, video and graphic post design, both own and curated content.
  • Stories.
  • Online marketing at an additional cost.
  • Relevant Media coverage.
    Announcements.
    Third-party shares from other platforms.
Social Media and the Nonprofit sector

Scheduling

A Content Calendar enhances communication effort ensures that the most appropriate message is communicated on the right platform and at the right time.

Engagement

Engagement leads to meaningful conversations and subscribes to the two-way symmetric communication model.  Social media enhances interactive communication where key audience’s communication needs are met.  Comments, likes and shares are the currency that will improve the respective platform’s Engagement Rate.

Social Media and the Nonprofit sector

Analytics

Analyses improve communication efforts.

On the one hand, one monitors the demographics of key audiences (and amend messaging accordingly) and the success of campaigns

On the other hand, with social listening, the audiences’ opinions are considered in future communication activities.

Social Media and the Nonprofit sector

Advice

“…and that will bring us back to Do”  (apology to Sound of Music).

It is a process and improved courses of action in terms of content, platforms and engagement will be suggested on a monthly basis. 

What you want is to improve your  Engagement Rate on the respective platforms.