Tips for Social Media Success

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Last week, the social media experts behind KC Pet Project’s successful digital brand presented to a sold-out room at Nonprofit Connect for our program Double Tap Your Way to Social Media Success. Tori Fugate, Chief Communications Officer and Annie Frisbie, Marketing & Design Specialist, have grown the organization’s Facebook following to over 100,000, and see an average of 300 new followers and 200,000 impressions on Instagram each week. The pair admits that they rarely pay for promotions on social media, but rather have used creative strategies to increase their online presence organically. Tori and Annie shared so many tricks that KCPP uses to maintain a top notch social media presence, but here are just some of tips you can apply to your nonprofit’s social strategy.

Use Your Demographics to Create Customized Content
Facebook and Instagram make it easy to see who interacts with your social channels and when by using insights. (How To View Insights: Facebook and Instagram.) KCPP found that the majority of their followers were women between the ages of 25 and 35 located in the Kansas City area, and that most logged on to social media around 9:00 p.m. Tori and Annie built their social content and calendar to meet those metrics. If you personally match your follower demographic, think about what types of posts you like to see and interact with on your own social feeds. If you don’t, make an effort to find colleagues or volunteers that fit the description and ask them their preferences. Photo or video? Informational or inspirational? By constructing your social strategy around your insights, you’ll attract new followers and better engage your existing audience.

Make Content Curation a Team Effort
As Annie and Tori said in their presentation, “great content never sleeps!” But often your organization’s social media manager can’t be there for every shareable moment. That’s why it’s smart to include your staff and volunteers on your social team. Empower others in your organization to gather content for your social channels. Staff and volunteers can take photos and videos, send you a client story, or even just brainstorm ideas to help you fill and diversify your content calendar. KCPP has a social media policy outlining guidelines and expectations for staff and volunteers, and ultimately social channel management is still limited to Annie and Tori. By making content curation a team effort, you can expand your library of options to pull from, and ultimately save time.

No Need to Recreate the Wheel
“Talent borrows, genius steals!” Oscar Wilde
Annie and Tori recommended following your peer organizations on social media, both in Kansas City and in other communities. Watch what kind of content these similar organizations post that receives high engagement, and see how you can retool content for your own organization. Take it a step further and create relationships with your peers. KCPP is part of a private Facebook group where staff at animal shelters across the country share ideas that other shelters can reuse. P.S. While we’re on the subject, have you checked out KCPP’s Facebook and Instagram for ideas yet?

Bonus Tip: Try Instagram Stories in Your Social Strategy
Annie from KCPP is loving the stories feature on Instagram (and Facebook) right now. Stories are a great way to share moments as they happen, and show what daily life is like at your organization. Make sure to capture your photo or video using your phone in profile orientation (up and down, versus sideways.) Annie’s tip is to add up to 10 stories daily, in addition to your regular Instagram posts.

For nonprofit marketers tackling the ever-changing world of social media can feel overwhelming, especially when you’re juggling other responsibilities. Pick one or two tips to try in the next month, and see what works for you.

Don’t miss the next program in Nonprofit Connect’s marketing series!
What Nonprofit Marketers Need to Know About UX, April 23
Free for members. Learn more and register here.
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