How much thought do you give to each social-media post you create? Do you carefully plan the month ahead using colour-coding and spreadsheets, or do you wake up on Wednesday morning and think, “Oho! I haven’t posted this week! I better whack something up NOW!”
If you fall into the latter category, then that’s OKAY; we’ve all been there!
But – and it’s a big but – I would love you to get to a point where no post is a wasted post. I’d love each and every one of your posts to be carefully considered, speaking to a specific audience, and sending a thoughtful message. Make each post count!
Where to start? Okay: first of all, think about your audience. It’s only when you know who you’re speaking to that you’ll be able to create truly engaging content on social. And, when you create engaging content, you’ll start achieving your goals – whether that’s more volunteers, more donations, or simply making your organisation a household name.
See what we mean about it paying off?
The interesting part about social media is that you may have many audiences. Most organisations have at least two or three significant groups that they’re speaking to – whether that be Victorian mothers aged 35-44 or Indonesian school teachers aged 25-34.
Why is this information important? Well, that’s simple: you need to know who you’re speaking to. When you write a post, you have a message that you need to convey. How can you convey it effectively if you don’t know who you’re talking to?
Think about it like this: you’re an individual, right? And you have your own vision, and values, and voice, yes? But – you speak slightly differently to different people. For instance, the way you speak to your best friend isn’t the same as the way you speak to your grandma. You’re still you; you’ve just tweaked your voice to suit the situation.
Social media is exactly the same! Your organisation has a clear voice, vision and values, but it needs to address its audiences appropriately.
If your organisation has a few different audiences, you might worry that you’ll be ostracising one group by speaking specifically to another. That’s where content planning comes in – make sure that your mix of posts is such that everyone is accounted for. Don’t talk to all of all the people, all of the time, but be across your community.
You’ll know when you’ve hit the nail on the head, because your community will start talking back to you – commenting on posts, tagging their friends, sharing on their own pages. And that’s when you start winning at social media!