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.

April 18, 2020

A to Z of Social Media Marketing: P is for Patience

Filed under: Social Media — lidia @ 7:59 pm

Like other marketing channels, social media results may not happen overnight. You have to be consistent, persistent and especially patient. 

In marketing, it’s been said that it takes seven “touches” before a prospect takes an action. Basically, you can’t expect someone to take action after their first interaction with you. It’s no different in social media—however you have the unique opportunity to make your touches more frequent.

Having a system to track social media analytics can help you be patient during the process, as you can visually see the progress you are making.

April 17, 2020

A to Z of Social Media Marketing: O is for Optimization

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

By optimizing your social media content, you make it more likely to be found by—and connect with—people who are searching for what you are offering. 

A few ways to optimize your content are: 

  • Do keyword research and use it in your content 
  • Optimize your profiles: make all photos, bios and descriptions consistent
  • Create an effective content mix: consider the 80/20 rule of 80% education and 20% promotion
  • Test different types of posts to see which ones resonate with your audience
  • Post when your audience is online 
  • Keep track of your analytics data and learn from it

April 16, 2020

A to Z of Social Media Marketing: N is for News Feed

Filed under: Social Media — lidia @ 1:10 am

A news feed is where followers see your social media updates. News feeds used to be chronological, however now they are mostly based on algorithms. For example, in Facebook posts are currently shown based on who a user typically interacts with, the type of media and the popularity of the post. 

There are a few ways to work around the algorithms, such as starting conversations, posting when your audience is online (and more likely to see your content), sharing video content (which Facebook loves), and posting consistently (which is where your content calendar comes into play).  

April 15, 2020

A to Z of Social Media Marketing: M is for Mission

Filed under: Social Media — lidia @ 1:06 am

You probably have a mission statement for your organization, but do you have one for your social media marketing? 

A social media mission statement helps you discover and express the WHO, WHAT and WHY of your social media: WHO you are speaking to, WHAT you are sharing, and WHY they should engage with it.

  • WHO: Who is your audience? Who will be reading what you share? (If you don’t already have an audience profile, now is the time to write one)
  • WHAT: What do they want to learn or read about? What can you share that will encourage them to interact? What will inspire them?
  • WHERE: Where can you find your audience? Which social media outlets do they use and how do they use them? 

TIP: Download my free Social Media Mission Statement worksheet

April 14, 2020

A to Z of Social Media Marketing: L is for Live Streaming

Filed under: Social Media — lidia @ 1:00 am

78% of people watch online videos every week with 55% viewing online videos every day (HubSpot) which makes for a great argument to add live streaming to your social media marketing mix. 

Many nonprofits are currently using live streams to share footage of events to help those who can’t be there in person still be a part of the experience. Some are even using it for fundraising, such as Direct Relief Gaming which uses livestream gaming events to bring in donations. 

Other ideas for live stream are interviews, behind-the-scenes, testimonials, Q&A sessions or “newsjacking” commentary. 

April 13, 2020

A to Z of Social Media Marketing: K is for KPI

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

KPIs help you measure the success of your social media outreach. KPIs should be aligned with your social media goals and they should be SMART.

Here are 4 general categories of social media KPIs and how they relate to goals: 

  • Reach – awareness goals
  • Engagement – engagement goals
  • Return on investment – sales goals
  • Retention or loyalty – customer service or retention goals

For example, if your social media goal is to raise brand awareness then you would track audience growth, post reach, and number of mentions. If your goal is to increase engagement, you would track likes, shares, comments or other interactions with your audience. If your goal is return on investment, you would track lead conversions or revenue from events. 

TIP: Plan to revisit KPIs with your team at least every 6 months.

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