Tuesday, February 7, 2023

Social Media Marketing

I undertook social-media marketing (both strategy and execution) for Gram Vaani from April to October last year. Here are some of my top insights and learnings from the experience:

  1. If your organization’s accounts already exist on social-media platforms, audit the previous posts to gauge the tone and language that is set and also what kind of posts garner better engagement than the others. As much as possible, continue with the elements that work well for your brand so that the transition is least jarring for your followers.
  2. Good content will do well organically. While promotions may bring those exponential spikes; the only sustainable approach is to create quality content consistently that connects with your audience at an emotional level.
  3. Represent all your stakeholders in your social-media posts including donors/funders, partners, team members from CEO/founder to junior-most employees. And tag their correct account handles!
  4. Social-media management requires a balance between content that’s current and that which is planned beforehand. While you can plan for communication on important days of the year for the thematic-area/s you work in and other posts which are not time-sensitive, there are many external events/news that will come up that you could not have accounted for when you charted the social-media calendar (for example, organization’s participation in a conference, an award conferred on founder/CEO, reaching an impact milestone etc.). Be agile.
  5. Inculcate diversity in types of media accompanying posts from posters to short videos as well as in content buckets from human stories to big-picture impact numbers.
  6. ‘Social’ comes first in ‘social media.’ Social media is not just about posting content about your organization, it is also about responding to other’s comments on your posts and engaging with posts of people/organizations in your ecosystem.
  7. Maintain the spirit of your organization and its work on your social-media. Don’t feel forced to adhere to sensibility of the platform (For example, Instagram is a casual platform but you have chosen to be present on the same because your audience/s are on the platform. You don’t have to create reels using playful filters and effects if that does not align with the ethos of your org). This also does not mean that your content/design has to be uncreative :)
  8. No typos please. Spelling/grammar mistakes in your design copy and caption reflect poorly on the organization’s image.
  9. Clean design in form of a relevant poster that conforms to your brand colours/aesthetic and communicates the message of the post succinctly or a short video or an infographic will help capture that fleeting attention span. Social-media (unlike email) is a very visual medium where people scroll as opposed to perusing every word.
  10. Increase in the number of followers is one metric of success but what’s more important is who is following your account and what they’re doing with your content. Ideally, you want people/organizations in your TG to follow you and follow through your CTAs.

Are you an NGO, social enterprise or CSR that needs help with your social-media strategy and execution? Reach out at smitapkothari@gmail.com


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