On Tuesday, October 7, the Young Nonprofits Professional Network (YNPN) held a professional development workshop on how to best utilize social media platforms, blogs and improve overall web presence for your organization. Tanya Wheeler-Berliner, the Communications Manager from LiveWell Colorado, spoke to a packed room of nonprofit professionals looking for a rundown on the most up-to-date social media practices.
First Things First: Know. Your. Audience.
Have you ever wondered who is on the end of all your clever tweets, cute Facebook posts and snappy YouTube videos? If you haven’t and/or can’t visualize that person on the other end of your organization’s messaging, Tanya suggests you try to before you craft your next tweet or post your next pin. The goal of your social media shouldn't be to post x number of times a day at x, y, and z times because most social media experts agree that’s the best practice. Additionally, if you’re focusing on social media trends without knowing who your organization’s audience is, then your hard won social media expertise and clever marketing may fall on deaf ears (or blind eyes). Focus on who your likers and followers are and what they’d be interested in and then craft your messaging around that.
Tanya asked us to think about a few key questions in order to help us visualize our target audience. Take a few minutes to think through the following:
- What gender is your audience?
- What is their age?
- What is their occupation?
- What are their interests?
- What do they drive?
- Where do they shop?
- What motivates them?
Can you visualize your followers any better? When Tanya writes content for LiveWell Colorado, she thinks of Healthy Hannah, a healthy, stay-at-home mom in her 30s. Now, when I write content for my organization, I’m going to think of Ernie Executive. He is a 40-plus CIO or CEO who lives in Denver; drives an expensive SUV and is motivated by efficiency and the newest, fastest thing. Armed with that information, I can develop a social media strategy and content that will appeal to Ernie. Or, I can audit my organization’s strategy to assess whether the content we’re sharing is likely to catch Ernie’s attention.