We constantly hear about social media and how it has the capability to reform the way organisations communicate with clients and stakeholders, yet many community service organisations still fail to grasp its true potential. Social media is one of the most effective and innovative ways to engage with clients in two-way conversations.
More than any other communication and marketing tools, social media is an accessible way for organisations to build relationships and rapport with clients and connect with a changing demographic while also increasing awareness about their services within the community.
Below are some tips on how you can utilise social media well to engage with clients and stakeholders.
- Have a clear social media strategy: if you’re not sure where you’re going, how likely are you to get there? It is crucial to have well-defined objectives for each social media platform you manage, to assist your organisation in achieving its goals.
- Provide value: avoid using social media solely to ask for support and donations. Share quality information and links to relevant articles and issues your audience may be interested in. Providing value is vital and it can aid in increasing your support base.
- Measure and analyse: social media management tools are extremely useful as they enable organisations to manage and monitor user interactions across multiple social media pages from one platform. This increases efficiency, allowing you to easily manage different platforms, schedule posts, measure campaigns, have access to analytic reports and more. Check out tools like Hootsuite, Social Mention, Addictomatic and others to help you measure your impact.
- Implement a social media policy: assign the ownership of channels and social media strategies to an employee with a suitable level of competence and judgement to be able to handle the job. Don’t just pick the youngest person in the organisation on the basis they ‘get’ social media! Employees should have access to a clear social media policy providing guidelines and boundaries in regards to what can and cannot be posted, as one wrong move can potentially cost the organisation’s reputation. The policy should be up to date and relevant.
- Be transparent: transparency is key for NFP organisations, as people like to see where their support and donations are going. Transparency can reinforce the client’s trust in the organisation, and can strengthen stakeholder relationships.
- Get involved: organisations often forget that the whole point of social media is to be social and to be interactive. Respond to comments promptly and engage with users to show you value their input.
- Be active: being present on your social media pages on a regular basis is essential. Posting an update sporadically is ineffective and limits your social media potential. Having consistent branding across your different social media accounts can also have a huge impact on creating organisational awareness.
- Be consistent: sticking with the same branding and messaging across your different social media accounts can also have a huge impact on creating organisational awareness.
- Update your staff: when you post new content to any of your accounts, make sure you let your staff know, so they can choose to share it with their personal networks.
Time and careful nurturing is needed when managing social media pages. It is imperative for organisations to focus on planning, executing, analysing and reviewing social media efforts to receive the best results and to engage well with clients and prospects. If you are seeking guidance on developing a social media strategy, contact Jonathan Smith on 6242 0300 or firstname.lastname@example.org