By Lisa Lujan, Online Giving Coordinator
Should we be on Instagram? I’ve heard that Snapchat is the
latest, can you get us on that? Is Google+ still relevant? Why aren’t we on
YouTube?
Do your research.
Not just about the platform itself, but also your audience. Take any
information you have about them and turn it into actionable data. Look at where
they live, and whether that might give you clues about some of their interests.
How do they engage with your organization? If you wanted to get really in-depth
you could even create a fictional profile (or profiles) of your ideal audience
member(s). What are their interests? Likes? Dislikes? Cultural background?
Education? Income? An easier track might be to survey those who are already
engaged with you to see what social media they’re using (board members,
volunteers, donors, etc.).
If you’re like me, not only have you heard some of these
questions before, you’ve asked them of yourself. The truth is there are a LOT
of ways to use social media to engage with your audience today. It seems like I
can’t get through a week without hearing about “the latest and greatest” new
platform we HAVE to be on. It can definitely feel a little overwhelming at
times. So how do you know if your organization should be on a specific social
media platform or not?
To help answer this question, I’ve come up with a few tips
I’ve learned over the years to help you narrow down which platform(s) might be
best for your organization.
The first tip is… Know
your audience. It’s an old adage, but, unlike the constantly changing tech
environment we live in, it remains consistently true. If your audience doesn’t
spend time in a social media space, neither should you. If you don’t know your
audience’s social media behaviors well, it can take a great deal of trial and
error to learn what platforms they engage with, which leads us to tip two…
Do your research.
Not just about the platform itself, but also your audience. Take any
information you have about them and turn it into actionable data. Look at where
they live, and whether that might give you clues about some of their interests.
How do they engage with your organization? If you wanted to get really in-depth
you could even create a fictional profile (or profiles) of your ideal audience
member(s). What are their interests? Likes? Dislikes? Cultural background?
Education? Income? An easier track might be to survey those who are already
engaged with you to see what social media they’re using (board members,
volunteers, donors, etc.).
So now you know your audience, and you’ve done your
research, what’s next? That brings us to the third tip… Be aware of your bandwidth. How much time can you realistically
devote to this medium? For example, if you’ve determined that a majority of
your audience is on Instagram, you should seriously consider being on
Instagram, but only if you’re going to put in the time and actually use it to
engage regularly with your audience. The last thing you want to do is leave
your audience high and dry. Nothing is more disappointing than wanting to
connect with an organization on a social media platform only to learn they
haven’t posted anything in six months. It’s like when I want to listen to my
favorite podcast only to have them not post for that week – major bummer (but I
digress).
Now, at the end of the day, when your boss comes to you and
asks, “Should we be on Nextdoor?” at least you have some tools to help you
build a recommendation.
This article originally posted by Tech4Good Denver - t4gdenver.org/news-resources-type/three-tips-answer-social-media-question.
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