Business People with Social Media Concept

Facebook, Instagram, Twitter, Snapchat. These four platforms have revolutionised contemporary communication channels. Among other things, they empower individuals and organisations to capture and share stories, spark and maintain international connections and build momentum to advocate for local community issues.

In the age of instant news and rapid communication, building a social media presence is no longer a choice for organisations - but a necessity.

But with so many platforms and tools out there – how do you do it?

Much of the confusion surrounding ‘Social Media’ is understandable. With unique terminology (“Like” vs. “Favourite”) and conditions across platforms, knowing which platform to use and where to start can be difficult.

However at its core, the purpose of social media—to enable the telling of a story, spark conversation, or record a moment in time—is no different to forms of communication that are thousands of years old.

The golden rules of social media—be transparent, honest, and consistent; listen, respond and be respectful—aren't foreign concepts to any individual and are key to maintaining an active online presence.

But before jumping onto your platform of choice and setting up an account, take a few moments to lay down some foundations for a strong social media presence.

1. Plan for success

Understanding your audience is a key aspect of any marketing or communications plan, and is no different in the world of social media.
Consider a few key questions to map who your audience is and how you should engage with them – and perhaps consider asking them directly through surveys or focus groups to ensure you’re on the right track.

Key questions:

  • Who are you reaching out to?
  • What social media platforms are they on?
  • What are they interested in?
  • What do you want to share with them?

2. Have policies in place

Organisational policies and procedures exist to protect staff, volunteers, organisational reputation and the wider community – and should feature in your social media strategy. 

A strong social media policy might consider what is and is not acceptable content, how complaints or negative comments are to be dealt with and who has responsibility for monitoring social media accounts.

3. Be organised

Delegate responsibility for scheduling social media posts so that content remains active and engaging. A variety of tools are available that assist social media managers to plan posts, schedule replies and collect data on audience engagement.

Project planning tools already in use across the organisation can also come in handy – why not use your Outlook calendar to save and schedule Facebook posts? Or set up a spreadsheet to compile and store images and stories.

Leep are a group dedicated to creating inclusive communities, and offer IT support and solutions. To find out how we can assist, get in touch today!

E: [email protected]
P: 02 4721 1866

Content created by: Anne-Maree Kerr (AMK Consulting and Training)

Authored by: Laura Goddard (Leep NGO)

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