Tips for using social media well

To do so, start by optimizing your profile.

• Use a bright, vivid, high-resolution photo relevant to your organisation as your cover photo.
• Use your logo as your profile photo.
• Make sure the most important information about your organisation is in the first 140 characters of the Description or About section (often called the “bio”). This should include who you serve and how you serve them.
• Be sure to link to your website from your social accounts.
• Only list a location on your organisation’s profile if that is relevant to your services. If you only serve a certain community, for example, then list your location. If you serve globally, but have a headquarters in one location, it’s best not to list it.

• Your posts will almost always have a better chance of being seen when you include a photo, graphic, or video.
• Be sure your images follow your photography style guidelines.
• Keep all posts in your organisation’s tone of voice.
• Each post should include a Call-To-Action (CTA) by inviting the viewer to do something in response to the post. This could be asking them to share the post, comment on it, make a donation to the organisation, visit a link in the bio, pray for something, et cetera.

• Try to post a mix of content that is invitational, informative, and inspiring. Invite your audience to get involved with your organisation, but don’t let every post be about that. Share information that they would find interesting or educational. Mix in stories of impact or quotes or verses that are inspiring.
• Use social media posts to lead your audience to other communications as well. For example, invite them to subscribe to an email list, visit a webpage, or read a blog post.
• Use the “stories” feature on Instagram and Facebook. Share your posts in your stories, put up polls or quizzes, and show behind-the-scenes videos of staff and volunteers.
• How often you should post on social media will depend on the channel and your organisation. However, for most organisations, posting 2-3 times per week, plus 1-2 stories per week on Facebook or Instagram, will be enough for your audience to see that you are active and to generate interest in your organisation.
• Include hashtags (words & phrases following the “#” sign) that are popular and relevant to your content to make your posts easier to find.

Finally, if your organisation is using social media channels, be sure to engage with your audience on those channels.

• Reply to comments on posts.
• Like or comment on your audience’s posts when appropriate.

Use Facebook or LinkedIn Groups to create a community where your audience can interact with one another and you can interact with them as well.

• Be sure to check your direct messages on these channels, which function like a chat feature. Have someone on your team appointed to check these inboxes at least weekly to ensure anyone who reaches out will receive a response.
• The keys to a successful social media presence are ensuring your organisation looks professional and consistent with its other communication channels, posts content that is interesting and engaging, and interacts with its audience through these channels.