Marketing for a small organization or department means you wear a lot of hats. That’s why we’ve developed this streamlined approach for creating compelling social media accounts while making it a quick and painless process for you and your team.
Today, you’re the public relations specialist. With all of this on your plate, you probably have very little time to devote to your organization’s social media and, in turn, you neglect it.
Chances are, you have an understanding of the best practices for a successful social media account: quality imagery, compelling stories, and consistency. But all of this is a lot of work. Where do you start?
Creating a powerhouse editorial team.
A powerhouse editorial team is a committed group of staff members, volunteers, and partners who help you gather content for your social media platforms. These people already exist in your organization. They are your program administrators, front desk folks, key volunteers, and development directors. The key is giving them easy ways to get involved—and it is possible.
When your team has easy ways to give you content and photos, you free up your time by delegating tasks to the exact people who can help you successfully execute on social media. Use your team’s connections to reach more people, more authentically, and get your team invested in your social media goals by effortlessly integrating them into the planning.
Where do you begin creating this dynamic team to help manage your nonprofit’s social media? Start by identifying and understanding your target audience, and then identify those individuals who can help you reach these audiences.
Understanding your team and your audience.
Think about the people who are connected to your organization and its programs to start mapping out your audiences. It can help to think about these people in three groups:
- Customers: Those who your organization serves and any volunteers who help implement your programs.
- Supporters: Internal people that build and sustain your organization, including everyone from financial donors to staff.
- Influencers: The voices that impact others’ perceptions of your organization, such as journalists, elected officials, and professional peers.
Out of these audience groups, who needs to hear about your organization’s work in order for you to reach your goals? Is it the supporters? The influencers? These are your content drivers.
Once you’ve identified your content drivers, you need to collect content that appeals to them. These are the stories that your organization alone can tell. Look at who your organization serves and how your organization influences their lives. These are your content sources.
How to access your content drivers and content sources.
Now that you’ve identified your content drivers and content sources, you need to be actively connected to both groups. Your content drivers have changing needs and interests that must be catered to, while your content sources are continuously presenting opportunities to share their stories, photos, and testimonials.
This is where your editorial team comes in. They will connect you to your content drivers’ changing needs and the well of stories held in your content sources.
To determine who to recruit for your editorial team, list out the content drivers and content sources, then write the names of the people in your organization who have access to these groups. For example, if one of your content sources is your volunteers and the community service projects they complete, write the name of your volunteer coordinator. Continue writing the names of the people who are in contact with these groups.
This list of names is your editorial team.
Carrying out the creation of your editorial team.
Like any kind of successful management, social media management requires planning and organization. Take your list of names and establish what you need from each person, including the content sources you want them to reach and what content drivers need to see.
Next, establish a time to connect one-on-one with each person, and agree on how you’re going to collect and share content, as well as how often. Will you get photos taken by volunteers emailed to you monthly? Or a weekly story for a Facebook post?
After these preliminary meetings and expectations have been established, set up reminders for you and your editorial team to connect. Send recurring calendar invitations to make sure you’re consistently meeting and sharing ideas to reach your organization’s goal.
Examples of ways to get your editorial team involved:
- Program Managers: Ask for their advice on how to share client stories. Show them the number of likes and shares on strong posts. Highlight examples that will reinforce the power of their work
- Customer Service Representatives: Because of the ability to respond to questions and comments quickly on social media, show this individual how they can save time on the phone by answering FAQs via social media
- Development Team: Show them interactions with sponsors, and measure clicks to donation pages from social media
Managing a social media account works best when you’ve got a network of people working towards the same goals. An editorial team is 3fold’s answer to consistently supplying social media accounts with the content they need, when they need it, in a way that is cohesive with the organization’s mission.