Don’t Manage Your Organization’s Social Media the Way You Manage Your Social Media

A row of people of mixed gender and races stand against a wall, they're all using their smartphones in some capacity.

Unless your personal social media presence is highly branded, chances are you can’t just take what you’re doing on your personal accounts and do that for your business. In every position I’ve held where I worked with social media I’ve run into this issue. A social media presence set up with the best intention, but without a clear connection to the desired outcomes of the organization it was associated with is just wasting your time.

Some of the issues I’ve seen are more extreme than others–buying followers generally just messes your analytics up and means you can’t rely on your data to help you figure out what your audience wants and what they could care less about. Or having multiple pages on the same platform for every offering a business or organization has which just splits people’s attention, multiplies the time you have to spend managing it all, and becomes confusing for everyone. Others get closer to a solid strategy but just are missing a few foundational bits.

Take, for instance, an issue I’ve seen time and again: not curating the accounts you follow so that you can use your feed and build relationships.

Way back when Twitter was still pretty nascent, it was a free for all of follow-for-follow and #FBF. That can still grow your follower count, but it’s not going to help drive outcomes, ROI, intentional outreach to demographics you’re trying to build rapport with, etc. Because when you just follow haphazardly, or follow accounts that look cool, or (my personal pet peeve) follow all your friends hoping they’ll do you a solid and repost your content, you’re creating at best a haphazard feed and follower base.

Your feed, whether on Twitter, Instagram, and even still on Facebook, should reflect two things:

  1. Relationships you have that are mutually supportive
  2. Content you can use either for inspiration, or to help fill up dead space you might have in your schedule

Let’s break that down a little.

Relationships that are mutually supportive with followers are more than just “I follow them, they follow me back.” These are instances where you both generally, and ideally organically, interact with each other’s content. Whether that be sharing, liking, commenting, these relationships not only help to get your content ranked more favorably by the algorithm governing the major social media platforms, they can help make a real-life connection. Look for organizations in the same area as you, who serve similar clientele, or who are in the same sector and rock their social media.

For nonprofits and social organizations, this will also include foundations you regularly apply to, local and regional media, notable public figures (including but not limited to politicians–just be careful on this one), and even personal accounts of legacy givers.

As for content you can use for inspiration, try to keep this reigned in. It’s not meant to be your whole feed. However, done correctly, by following a handful of accounts that have an aesthetic similar to the one your brand is trying to have, who regularly engage in social media outreach to their followers that is both interesting to you and successful for them, or just folks who often share stories that you know will resonate with your followers, you can build a fail-safe into your feed and avoid having those times where you just. cannot. find. anything. to. post.

One note: building your presence on social media with intention towards key goals and outcomes is going to take longer than just building a big follower base. The payoff is that you should end up with a follower base that’s more loyal, interacts with content more enthusiastically, and actually drives results.

Social media is, of course, a great way to simply be visible. It shouldn’t be the only reason you’re using it. At minimum you want your social media driving traffic to your website. A more successful social media, however, should lead to things like higher event attendance, referrals from social media to your services and goods, and other measurable outcomes.

Want more help creating a social media strategy that helps you get to your goals? Let Quince Communications help!

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