Curiosity Corner

Social media strategy

Effective social media management can drive awareness, attract donations, recruit volunteers and trustees, and engage a broad audience without consuming all your time.

Here are 10 top tips:

1. Plan and schedule content in advanceDo this by creating a Content Calendar. This allows you to align your posts with upcoming events, campaigns, or important dates. Your calendar can take various formats—whether a simple spreadsheet with dates and topics or a project management tool like Trello for more collaboration. If there are a few of you planning your social content you may want to consider a live Google Sheet as it can be easily updated in real-time by multiple team members.
2. Social media management tools: Social media management tools, such as Buffer, Hootsuite, or SproutSocial allow you to schedule posts across multiple platforms in advance. Alternatively, platforms like Facebook also offer built-in scheduling features, enabling you to plan content directly within the platform. By planning and scheduling posts ahead of time, you can focus on strategy and community building, dedicating just a few hours per week to social media management instead of posting daily.
3. Share content across multiple social media platforms: For example, an Instagram post can easily be shared on Facebook or LinkedIn with minimal adjustments. However, don’t forget that each platform has its own nuances, so it’s important to tailor your content slightly to suit the audience and format. On Instagram, use relevant hashtags to increase discoverability, while on LinkedIn, opt for a more professional tone and possibly a longer post. When repurposing a blog post, summarise key points for a quick LinkedIn update or Facebook post, and consider creating a visually engaging snippet for Instagram.
4. Select your channels: Don’t try and do everything all the time, it will prove exhausting, not to mention time-consuming. t’s better to be active and consistent on a few platforms than to spread yourself thin across every available social media platform. Focus on the channels that best align with your target audience and goals.
5. Be real: Audiences engage more with content that feels genuine. Share real stories, behind-the-scenes insights, and personal profiles that highlight the people behind your cause. Don’t be afraid to express your organisation’s values and opinions – this builds trust.
6. Use Hashtags wisely: Hashtags increase your content’s discoverability, but they must be relevant. Start with a mix of popular, broad hashtags (e.g., #Nonprofit, #Charity), then add specific ones related to your cause (e.g., #SaveTheRhinos, #StopHunger). To further boost visibility, create branded or campaign-specific hashtags (e.g., #PilkingtonCares) to build a community around your cause. This encourages followers to share content using your hashtag, expanding your reach.
7. Think about your imagery: Photos, graphics, and videos outperform text-only posts in terms of engagement. Use images that showcase your events, volunteers, and the human impact of your work. Ensure your photos are well-lit, properly framed and use the right formats and sizes. Stock images can be used, but nothing quite beats a genuine photo that truly represents your organisation and team.
8. Time your posts: Research when your audience is most active on each platform and experiment with the time of day you post. See what works best and adapt.
9. Use analytics: Regularly monitor social media metrics (such as engagement rates, reach, and clicks) to understand which posts perform best and tailor your content strategy accordingly. Most social platforms offer built-in analytics tools to help you track key performance indicators (KPIs). For example, Instagram Insights, Facebook Insights. LinkedIn Analytics and Google Analytics (which tracks traffic from social media to your website).
10. Use your time wisely: Social media is just one part of a broader marketing strategy. If you find yourself spending too much time it you may want to adjust your approach. Check out the analytics to identify high-engagement content and focus on these areas to maximise your efforts. Fine-tune your posting schedule based on when your audience is most active, and allocate more time to content that drives the most value.

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