When it comes to social media, it is often underutilised. Many businesses, especially non-profit organisations, may not have money to fund large marketing campaigns, which is where social media can fill that gap. The San Fernando Center for Displaced Persons has proven that they can do just that.
In Episode 5 of my #ACMlive LinkedIn series, I take an in-depth look at how they are doing digital right using their Facebook page.
They Tell A Story
This NGO understands the importance of using social media to tell a story. Shortly after opening, the post to their Facebook page offered great insight by clearly stating what the organisation does. The post went on to generate over 500 comments and close to 5000 shares.
Posting the type of content that your audience wants to engage with is so important. The higher the number of shares, the more people will see your posts and the engagement will continue to increase.
Successfully telling their stories is a way to ensure that those who see the posts will be compelled to learn more about the organisation or even offer their assistance.
They Move Others To Become Invested
Telling a story also helps to get others invested in the organisation and the journey. Posts to the San Fernando Center for Displaced Persons Facebook page are consistent, clear and transparent. These posts inform and also serve as proof for the general public. They demonstrate how the resources are used and show that the organisation does what it promises.
People often appreciate and trust this type of content and are more likely to get invested. Evidently, from posts seen on the Center’s Facebook page, they were able to gain support from individuals and corporate Trinidad.
They Include A Call To Action
Once your audience knows your story, becomes invested and decides to follow the journey, you need to tell them precisely what you would like them to do. This is also important for those who may not be regular followers but come across your page and immediately ask themselves how to help.
Commonly referred to as a ‘call to action’. This is usually incorporated into your posts or listed as the final statement. This eliminates the guesswork, making it more likely that people will be inclined to act on your suggestions. Examples of a specific call to action can sound something like:
· Sign up by clicking here
· Join our mailing list for more updates
· Donate by clicking the link below
Doing digital right is especially important for small businesses and, as we saw in this instance, NGOs. Having smaller marketing budgets is no longer a deterrent as the various social media platforms can successfully tell others what you do and get them involved.
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