Being a part of any conversation surrounding your cause is vital. When it comes to social media, many brands don’t realize the importance of having a social presence.
So, how do you join, or even start, conversation about your cause on social media in a way that will bring in positive results?
Know Your Audience
It’s never a bad idea to have a presence on multiple social channels; however, having too much of one can overwhelm your brand. Knowing your audience will help you decide which social channels are best for your cause.
For example: If you’re targeting an older, more mature age, Facebook would be a great place to start. Looking to reach teens? Instagram it! For a more professional approach, take it to Twitter.
Of course the social channels aren’t limited to the above examples, which leads to the next step…
What Message Do You Want to Send?
Are you looking for donors and volunteers? Or do you just want to spread the word for an advocacy program? Some social channels allow long copy, while some limit the character count. Others are built for visuals and rely on beautiful imagery.
If you’re looking to recruit donors and volunteers, Facebook has the right demographic and is a great platform. Facebook also offers advertising at a very reasonable cost to help push your message out. You can include long copy and link to sites where your audience can learn more and sign up.
If you’re looking to advocate and are interested in sharing multiple daily messages, Twitter would be a better route. The platform allows short copy, and frequent posting doesn’t flood the newsfeed the same way as Facebook.
Once You’re Live
Directly asking for volunteers and donors and pushing messages that advocate for your cause doesn’t always come off pretty. The best way to ask is to show your audience how it will benefit them.
For example: Asking someone to give their money or time is much more acceptable when learning that the donation will help keep a community safe or make an impact on job availability.
Best advice – Know who you’re targeting and what makes them tick. Be attentive and show that you care about their needs and are working toward a common goal!