Clever Tips To Help Your Business Conquer Social Media
Social media has taken the world by storm over the last decade. It is a blur of shares, likes, tweets and hashtags, with an extensive global reach that transcends every corner of the web. Of the full spectrum of social media platforms, which one should your social enterprise focus on, and how should you go about doing it the right way?
Facebook leads the pack as the most popular social media site in 2015
[Photo courtesy: 2015 Nonprofit Communications Trends Report]
1. New kid on the block: Social enterprises in their infancy stage that require creation of an online persona/identity
Tip: Research other online profiles and draw inspiration from your role models. Do not copy but spend good time on creating an original online profile that clearly indicates your mission, objectives and interest areas. Underline the cause you are working towards and allow individuals curious about your work to quickly assimilate key bits of information they need to know about you.
Create a page for your organization and invite friends to like the page and get their help to spread the word. There is an option of paying to promote your page, but it is not advised as Facebook is not entirely transparent on where the additional page likes originate from. Ensure that succinct and clear information on your organization (website, mission, location, contact details) is listed in the “About” section so interested volunteers/sponsors/partners can easily get in touch.
Have a weekly “posting schedule” using a consistent upbeat tone to sub-consciously instill a reading routine in your followers. Place in varied content so your viewers don’t develop blind spots with your posts. Lastly, the best time to post is during lunch time (12-2pm) and after work (7-10pm) when people are commuting and have time to browse Facebook for quick newsfeed updates!
2. Ready for growth: Social enterprises that have been around in business and need to raise awareness about on-going campaign/event or crowdsource for ideas on new projects
Tip: Harness the power of hashtags (#) and shares to fully maximise your six degrees of influence. Your presence in the social sector over the past few years should have left an impression on stakeholders and now is the time to milk the perception created.
Ensure that posts have keyword hashtags so that like-minded users can be linked to your profile e.g. If your mission is to raise awareness for the need to empower women, include #empowerwomen, #leanin as hashtags as these are keywords people associate with the cause.
In addition, try to collaborate with famous personalities/celebrities/brands that have substantial clout to widen your reach. Celebrity endorsements are an effective way to enhance a brand and accelerate consumer recall. There is a high level of legitimacy offered to products, issues and causes when they are associated with reputed personalities or authority in the industry of interest. Be proactive in engaging these stakeholders and collaborate with them on video and image posts. Once ready, persuade to have your posts visible on their channels as well to leverage on their multitude of followers you want support from for your cause.
3. Steady for the future: Social enterprises that have good online presence and are working on increasing /maintaining their visibility vis-à-vis competition.
Standing out in the increasingly crowded social media landscape on an ongoing basis is a challenge, especially for social enterprises that might not have the bandwidth or resources to hire a social media maven. Fundamentally, the best way to stand out on social media is to take a visual approach as they appear prominently in news feed of social networks.
Key rule of thumb for social media: The right video/image size and quality is not only important to your organisation but also your followers as it conveys professionalism and confidence (think turning up for your job interview with a well-pressed form fitting suit and neatly tucked back hair). Handy guides on the right image/video sizes for a variety of social media platforms are readily available online.
Create a channel for your organization to upload interesting, original videos that are not longer than 3 minutes. Too long a video and people will leave before reaching your main message. Bad audio and image quality is also a sure way to lose your viewer (you can easily avoid this by getting a proper video editing software).
What was the last video you watched? It probably left an impression because of the exceptionally funny/thought provoking/eye-opening/inspiring content. Do consider injecting such memorable elements within your video to increase the viewership ratings. Try to establish a connection with your viewer by having a host or relatable voiceover so that they will want to continue watching more videos on your channel and subscribe to it.
Don’t leave social media updates to the most junior person in the organisation. Yes, they may come up with most creative ideas, but have another manager check and finalise the posts. Consider rotating this job around the office so every manager gets this responsibility once. This can help everyone contribute, appreciate and own the efforts on social media.
When it comes to social media, it is never one size fits all
[Photo courtesy: Social Times]
Now that you have what it takes to create/update your social media site, go ahead and start tweeting/sharing/uploading/posting about your social enterprise to the right target audience.
If you want to find more about socially conscious living in Asia, check out Asia For Good's social enterprise directory.
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