Social media offers a unique opportunity for organisations to connect with audiences and build meaningful relationships. As more people spend their time online, platforms like Facebook, Instagram, LinkedIn, and TikTok have become invaluable spaces for reaching members and growing an organisation. This article explores why choosing the right social media platforms is essential, how to find where your audience is, and tips for presenting your organisation effectively.
Why Social Media?
Social media is where people connect, engage, and share. For any organisation looking to grow, being present on these platforms is essential because it’s where potential members and clients are already spending their time. By sharing valuable content directly on social media, rather than solely on your website or email lists, you’re creating a more accessible entry point for people to discover your organisation. The cardinal rule in digital marketing is straightforward: find where your audience hangs out, and meet them there. Instead of trying to drive people directly to your own platforms, it’s often more effective to meet them on theirs. With strategic “breadcrumbs” that lead back to your website or main platform, you can build interest and create a pathway for them to learn more.
Finding Out Where Your Audience is Hanging Out
To succeed on social media, you need to identify where your potential audience already is. Here are a few ways to uncover these platforms:
1. Ask Your Current Members
Engage your existing members to find out which social media platforms they frequent. You could send out surveys or run polls to gather insights on where they like to consume content and interact with organisations similar to yours.
2. Track the Sources of New Members Over Time
Monitoring where new members come from can help you understand which platforms work best. For example, Google Analytics and social media insights can reveal the origins of website traffic, showing whether people are coming from LinkedIn, Instagram, Facebook, or elsewhere.
3. Identify Industry Influencers and Observe Their Platforms Often, influencers and industry leaders are already engaged with a relevant audience.
By observing where these voices are active and which platforms have large followings, you gain insight into where potential members are likely to be. Tools like BuzzSumo and Followerwonk can help identify where influencers post, offering you a path to reach similar audiences. Presenting Your Organisation on Social Media.
Once you’ve identified the right platforms, it’s time to craft your presence carefully. Here’s how to make a strong impression:
1. Optimise Your Social Banners and Profile Photos
Visuals are key on social media. Ensure your banners and profile photos are well-designed and consistent across platforms. They should reflect your brand’s identity and be visually striking enough to grab attention. Having a cohesive look across all platforms helps build brand recognition.
2. Create a Compelling Tagline
Your tagline is the first piece of text many will see, so make it count. Aim for a short, engaging statement that summarises what your organisation stands for and what value it offers. A compelling tagline can give viewers a quick reason to follow or engage further with your content.
3. Post Regularly
Consistency matters more than frequency. Establish a regular posting schedule that keeps your audience engaged without overwhelming them. The goal is to maintain a steady flow of content, which keeps your organisation present in followers’ minds. For more guidance, see articles on managing social media consistency effectively, such as those from Hootsuite and SproutSocial.
4. Help Prospects Regularly
Offer value by sharing tips, insights, and helpful resources. Your posts should not just promote your organisation; they should also provide content that helps your audience solve their problems or learn something new. This approach keeps your organisation top of mind as a trusted source, even for those who may not be ready to engage directly.
Additional Tips for Choosing the Right Platform
Different social platforms cater to different audiences, so it’s essential to understand where your members are most likely to engage. For instance:
LinkedIn: Ideal for professional networking and B2B engagement. Great for thought leadership and industry-related content.
Facebook: Widely used across demographics and excellent for community-building.
Instagram: Popular among younger audiences; visually-driven, making it ideal for lifestyle and brand-oriented posts.
Twitter: Perfect for real-time updates and engaging in conversations with industry leaders.
In summary, choosing and managing the right social platforms is about aligning with your audience’s habits and creating a strategy that prioritises where they are most active. Building a meaningful presence requires effort, but by positioning your organisation effectively, you create a lasting connection with your audience. For further reading on social media strategies, you might find these resources useful:
Beginner’s Guide to Social Media Strategy and How to Choose the Right Social Media Platform for Your Business