Written by Anabel Baldock, Social Media Executive and Content Creator
In today’s world, social media is vital for organisations to build awareness, connect with communities and raise funds. Although, it can be difficult to know exactly where to start. From deciding which channel to be on, to knowing how often to post, and more importantly what kind of content to post, there’s a lot of work that goes into a successful social media presence! That’s why Essential PR & Marketing are here to help push you in the right direction.
Which social media platform is best?
Deciding which social media platform is best for your organisation can be based on multiple factors. It ultimately depends on three things; what you want to achieve by having a social media presence, your target audience, and the type of content you want to share.
If you’re thinking about building a community, then Facebook is an excellent place to start. It allows you to create a business page, share a variety of content styles (for example, images, videos and blog content), and it allows your followers to interact with your organisation via comments and private messages. If you’re looking to spend a little more money on your marketing, then Facebook is a great place to run targeted ad campaigns. However, it’s also good for reaching audiences organically which is what we specialise in.
If the content you’re planning on sharing is more visual, then Instagram might be better suited for you. Instagram typically targets a younger audience and is an excellent platform for sharing image and video-based content (Reels). Instagram Reels are great for reaching wider audiences and you can capitalise on the power of hashtags to get your content in front of the right people.
Many charities also harness the power of Twitter. Since Twitter has a short message format (a maximum of 280 characters per tweet), it enables organisations to get their message across succinctly. It’s an excellent platform for connecting with supporters and other charities too.
TikTok
TikTok is another platform which uses short-form video content to target its (typically younger) audience. Short-form videos are usually 10 minutes or less. However, the average TikTok is actually only around 30-40 seconds! If you’re looking to entertain and educate your audience, then it can be a really useful platform to be present on, especially if you’re not afraid to use a bit of light-hearted humour and entertainment!
If your organisation is looking to connect with professionals or businesses, then you might want to consider LinkedIn. It offers a space for sharing industry insights and networking with others from various backgrounds.
What content should I post?
Crafting effective social media content and knowing when to post it can impact your organisation's online presence and engagement more than you might think. It really depends on what you want to be known for. However, there are some key takeaways that most organisations can adopt.
Visual content such as eye-catching images, infographics, and videos tend to perform well across all platforms. You might want to adopt a style and colour scheme that matches your organisation's branding. This can help to make your social media content more recognisable for your followers.
Educational content like how-to guides, industry insights, and informative articles can establish your organisation as a trusted authority.
Likewise, user-generated content (for example, testimonials) can create a sense of authenticity and trust for your organisation.
What time should I post?
As for timing, there really is no set time to post! Although, it's crucial to understand your target demographic and their online habits. It’s worth analysing your platform's analytics to identify peak engagement times. Finding when your audience is most active is beneficial, and avoiding times when they are less likely to be online (such as the middle of the night).
It's important to continuously monitor and adapt your posting schedule based on your findings. This can maximise the reach and engagement of your posts.
Ultimately, selecting the right social media channel for your organisation requires a thorough understanding of your goals and target audience. It's beneficial to have a presence on multiple platforms, but it’s always best to focus your efforts on the ones that align best with your objectives and where your target audience is most active.
If you would like some help with growing your social media presence, posting regular content or managing your online accounts, please contact us to find out more about our social media support service packages.
Published 28 June 2023