Social media is a part of everyday life, which is why one third of the world’s population logs on to Facebook every day. It has the ability to connect people, wherever they are in the world.
However, in recent times, social media has been hijacked by bots, trolls, and other forces of negativity. Yet in the third sector, we see multiple examples of how to counteract this and use social media much more positively.
Charities are doing the most important work
At Lightful, we believe that charities and social enterprises have the best stories to tell but they often lack access to the best technology. That’s why we worked with charities to build a social media management platform to them reach more people, build meaningful relationships and raise more money.
Three ways to connect people to your cause through social media:
1. Tell your story
Take a look at which of your posts got the most engagement last month. We’re willing to bet it’s the ones that told a compelling story. People like to hear from people, not organisations, because they can relate to them. When you share a story, you will get a lot more engagement which will hopefully lead to action. Empower your staff, supporters, volunteers or beneficiaries to tell their story.
Charities have the most important stories to tell, which is why we have an in-built feature called Story Builder. It helps you create campaigns that focus on storytelling, taking your supporters on a journey – from start to finish.
"What we love about Lightful is that it’s very story-driven. We can set up our posts to talk about a specific case that we’re working on, and really highlight the work we’re doing. The Story Builder tool has really helped us to organise our posts in a way that tells our stories and increases engagement! We’re one of Co-op’s charity partners, and our Tweets about it really helped with the amount of votes we received." - Nick Watts, Migrant Family Action.
2. Take part in conversations that matter
Social media is all about conversations but how can you ensure you’re taking part in the conversations that matter? There are two ways that to do this. One is by using social media as a listening tool by keeping an eye on hashtags or key phrases relevant to your cause. That way you can join in when relevant.
Another way is to create conversations by using our Sector Awareness Days calendar, which is built-in to our platform. This way you’ll never miss an opportunity to raise awareness of your cause, particularly as awareness days often trend on Twitter.
3. Share the whole story
No matter how big or small your charity or social enterprise, you can invite the whole team to contribute to your social media content on the Lightful platform.
You can share an easily accessible content calendar, and set permission levels, so that team members can contribute ideas while you supervise what gets published, and where.
By including others in creating content, you can help internal training, increase stakeholder investment in social media, as well as empower your teammates to uncover the amazing stories your organisation has to tell.
"It’s been a real help to have the ability to invite all of the team to collaborate with us as well. As we’ve grown in number, we’re trying to encourage people from other areas of the charity to contribute to our content, and Lightful makes this painless - they can all give ideas but we get to control what goes out and when, and monitor tone of voice (as well as the occasional spelling mistake)."
- Lauren Ward, Prostate Cancer Research Centre.
Are you ready to start saving time on social media whilst increasing your engagement? Then visit Lightful and sign up today and save 20% with TS20.