- Set up a Facebook Page rather than a personal profile page. If you use a personal profile for an organisation you are breaking Facebook rules. On a practical level, you can share your Page ‘feed’ on your website, though not your personal profile.
- Add an attractive and relevant cover photo. Change it often.
- When creating a link to a website create an image and add it to your post – don’t just let Facebook choose the thumbnail for you.
- The optimal post length is between 80 and 100 characters.
- Use scheduling software to post regularly. 2 posts per day seems to be a common recommendation. Popular scheduling services include SocialOomph and Hootsuite.
- Have a ‘call to action’ mindset when posting i.e. ask people to do something: take a survey, like, sign up for latest training.
- Add images and/or videos to your posts. You might want to get some statistics across – don’t just write it, create an infographic.
- Fill in all the information you can on your ‘About Us’ sections: Website URL, physical address, contact info, keywords. Add a call to action in your biography e.g. ‘get your free guide’.
- Post content that has value to your audience – make it entertaining and informative.
- Post Case studies that highlight your members/target group. Think about how you can recognise those who are part of your target group by linking to them, profiling them and showing how your services have helped them.
- Share content from others, particularly organisations working in the same area as yours.
- Only 20% of your posts should be directly promotional, that includes information about your events, training and services.
- Promote and interact with other organisations working in similar areas to you even if they are competitors – share, like, comment on. This establishes you as an independent source of information about what is happening in the area you are working in and gives you credibility that you wouldn’t have if you only mentioned your own stuff.
- Share the same content more than once. People have their own social media habits; if you post when they are not there, they won’t see it. Share the same content but with different headings and/or text.
- Try to create a conversation rather that just broadcast a piece of information. Ask a question, give an opinion and invite a response. Three quarters of non-profits are not doing that at the moment – they are just using it as a post board to announce things – so be different and try to make your posts engaging. (https://blog.bufferapp.com/social-media-non-profits).
- Create behind the scenes content. Take photos and video at training events, post updates about events you are attending or participating in.
- Comment on trending issues – if possible in a way that is relevant to your own area of expertise.
- Be nice to the people who are part of your social media network. Congratulate them on their successes, comment on, and share their posts and Tweets.
- In general, your writing should have an informal and friendly tone. Lighten up.
- Provide give-aways and discounts. Connect your discounts to something or someone. For example, your 20% off coupon could be ‘FRIENDSOFJOHN’ in honour of some good deed or success by someone in your network called John. Make discounts time related, i.e. ‘for today only’.
Contact me if you need help with website development or online marketing. Telephone: 07810 098 119.
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