Social Media

Step 4: which content?

So now you’ve reached the point where you have to start to think about what you are going to post. While doing this keep in mind the kind of platform you want to use and your target group. A very practical rule to follow when collecting content is the rule of 3 A’s:

• Appreciation - 1/3 of posts should be about recognising your donors, supporters, volunteers and employees
• Advocacy - 1/3 of posts should be about your sector. Engage with and share content from an outside source in your field, such as other NGOs, experts, Universities etcetera
• Appeals - 1/3 of your posts should be personal interactions, soliciting donations and support

Things you might want to think about are:

• What is the message I want to get across?
• Do we have enough messages to share regularly? Who can help?
• Is it mainly written messages or can I also use pictures?
• Do we like to make blogs and articles? Or can I use materials from others?
• Which important dates are there to make use of? Think of International Women's Day (8th of March), Children's Rights Day (20th of November) etcetera.

Keep in mind:

• Make it a conversation. Ask questions, invite feedback, tell a story. Posts that end with a question mark generate twice as many likes, comments and shares.
• Be honest. Stay relevant and true to your cause. Your audience is far more likely to engage with your content and recommend you to their friends if you are honest and consistent.
• Use infographics. Photos and videos of your community lift engagement. https://www.befunky.com is a great free tool to create infographics.