April 30, 2020

A to Z of Social Media Marketing: Z is for (Gen) Z

Filed under: Social Media — lidia @ 10:00 am

Gen Z, also known as “Philanthroteens,” refers to young people born in the late 1990s and later. This group has grown up with access to current events and social media, so they tend to be  well-informed, socially-conscious, and looking to make a difference.

Gen Z are fans of platforms driven by fast-paced visual content like Instagram, Snapchat and YouTube, (Criteo). Social change activities and volunteer experiences are especially relevant to this audience as they build their resumes and seek out internships and jobs.

Since they make up the next generation of donors, Gen Z should definitely be considered in the planning of your social media marketing strategy

April 29, 2020

A to Z of Social Media Marketing: Y is for Youtube

Filed under: Social Media — lidia @ 3:00 pm

Video posts are bigger than ever. YouTube is currently more popular than all other social media platforms (Hootsuite) and is the top channel for Gen Z

YouTube can be used similarly to other social media channels for campaign sharing, promoting volunteer activities, general awareness and other visually-engaging mission-based activities. 

Also, if you have a Google for Nonprofits account, you may be eligible for the YouTube Nonprofit Program, a program that helps nonprofits connect with supporters, volunteers, and donors through specialized YouTube features. 

TIP: If you’re just getting started, check out Classy’s YouTube Cheat Sheet for Nonprofits

April 28, 2020

A to Z of Social Media Marketing: X is for X-factor

Filed under: Social Media — lidia @ 8:37 pm

What is your organization’s x-factor (or point of difference) and how can you express this on social media? Social media is getting more and more crowded, so finding a way to stand out and be memorable is crucial. 

A few ways to stand out are using a particular style of image or illustration, creating a theme or hashtag unique to your organization, or writing in a unique voice or perspective.

April 27, 2020

A to Z of Social Media Marketing: W is for Who

Filed under: Social Media — lidia @ 7:37 pm

One of the first steps in developing a social media strategy is to determine your ideal audience, or who you are speaking to. Next, research which channels your audience follows and engages with. And lastly, learn what type of content they read and engage with. 

Keep in mind that each channel will have a slightly different audience, so make sure to customize your social media strategy for each audience (as it relates to each channel).

April 25, 2020

A to Z of Social Media Marketing: V is for Value

Filed under: Social Media — lidia @ 10:00 am

In marketing and sales, it’s said that you must add value before you sell, i.e. don’t pitch someone before they are ready. 

The same concept applies to social media—and it might be even more important here because the interactions are so personal and immediate. Let your audience get to know you before you make your ask.

Some ways to add value is by sharing stories, statistics, tips, opportunities or resources that are unique to your organization. You can also provide value by responding to questions or concerns in a timely manner. Or you can provide a forum or community for people to meet and engage.

April 24, 2020

A to Z of Social Media Marketing: UX

Filed under: Social Media — lidia @ 4:32 pm

User experience, or UX, is the process of creating a product based on end users’ needs or expectations. All of your social media channels will make up the user experience, so it should be focused, targeted and relatable. 

This is a good reason to have a social media brand guide—and ideally a brand guide for your overall branding—so that every print and digital interaction a user has with your organization is consistent and on-brand. 

April 23, 2020

A to Z of Social Media Marketing: T is Trust

Filed under: Social Media — lidia @ 2:31 pm

As the saying goes, “People buy from people that they know, like, and trust.” This is very true in social media, where people can make more personal connections than in say, advertising or direct mail. 

A few ways to help develop trust in followers is to provide useful information, share stories that resonate and make consistent outreach.

April 22, 2020

A to Z of Social Media Marketing: S is for Strategy

Filed under: Social Media — lidia @ 12:28 pm

 

Like other marketing tactics, social media won’t work unless you start with a well-thought out strategy. First, review your organization’s mission, vision, strategic plan and overall goals. Use those insights (plus additional research, if needed) to develop related social media goals and KPIs. 

Your social media goals, target audience and messaging will likely be different for each channel, which is why it’s a good idea to consider this carefully and develop a documented strategy that can be shared with your entire team. 

It’s also a good idea to create a social media mission statement and social media brand guide for reference while creating messaging and graphics.

A social media strategy is not set in stone. You should review your plan at least quarterly and make adjustments based on analytics and observations.

April 21, 2020

A to Z of Social Media Marketing: R is for Response Time

Filed under: Social Media — lidia @ 9:07 pm

80% of people expect organizations to respond to their social media posts within 24 hours. 

Quick response times can elevate your organization’s online reputation, especially when relating to service-oriented questions or requests. 

It’s a good idea to assign a staff member to monitor and engage with comments and especially questions from followers, so that they are answered in a timely manner.

April 20, 2020

A to Z of Social Media Marketing: Q is for Quality

Filed under: Social Media — lidia @ 7:00 pm

In my social media workshops, I always preach “quality over quantity.” Instead of obsessing over follower count, focus on getting the right followers—those who genuinely interact and engage with your organization. 

Also, you don’t have to be—and shouldn’t be—on every social media channel. It’s better to focus on a few channels and do them well.

Keeping an eye on your analytics can help determine which channel(s) are most effective and meeting your organization’s goals.

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