Course content
According to some of the latest reports, sixty-four per cent of people say they are more likely to trust brands if they interact positively with customers on social media.
A social media presence is assumed for most organisations these days. It’s a powerful marketing tool for community and social change organisations - and because no one wants to waste resources on things that don’t work, it’s imperative that the right social media channels are chosen. So how do you work that out?
In this course we start by defining your audience and working out who you want to speak to and where those demographics are online. Different social media channels have varied features and capacity, so that needs to be a key consideration in the channels you choose.
We explore questions like what resources do you have and what’s achievable, how often can you post, how many platforms can you manage and what kind of content can you produce? Then we look at four social media channels – Facebook, Twitter, LinkedIn and Instagram – and help you understand which is best for your organisation.
A social media presence is assumed for most organisations these days. It’s a powerful marketing tool for community and social change organisations - and because no one wants to waste resources on things that don’t work, it’s imperative that the right social media channels are chosen. So how do you work that out?
In this course we start by defining your audience and working out who you want to speak to and where those demographics are online. Different social media channels have varied features and capacity, so that needs to be a key consideration in the channels you choose.
We explore questions like what resources do you have and what’s achievable, how often can you post, how many platforms can you manage and what kind of content can you produce? Then we look at four social media channels – Facebook, Twitter, LinkedIn and Instagram – and help you understand which is best for your organisation.
Hi and welcome to Lumin. According to the latest Sensis Social Media Report, sixty-four per cent of people say they are more likely to trust brands if they interact positively with customers on social media. This was up from fifty-two per cent in the previous year.
I’m Nick and I’m a Senior Account Executive at Think HQ. I’ve worked in communications for a number of years, creating and executing social media strategies and campaigns for government, not-for-profits, philanthropists – many big and small organisations in the social change sector. I’ll be talking to you about choosing social media channels for your organisation.
A social media presence is assumed for most organisations these days. It’s a powerful marketing tool for not-for-profits, and because no one wants to waste resources on things that don’t work, it’s imperative that the right social media channels are chosen. So how do you work this out?
We’ll start with defining your audience. Work out who you want to speak to and where these demographics are online. I mentioned the Sensis Social Media Report – search for it online, it’s freely available and I recommend you download it. It provides wide-ranging statistics on how Australian individuals and businesses use social media, and it’s a great place to start your research and identify how to reach your audience.
Other ways to build a picture of your audience is to ask them – find out through regular communication with customers and other stakeholders about the social media channels they use, and why. Have a look also at your competitors and peers to find out what they’re doing on social media – who is their audience and how are they reaching them?
Different social media channels each have varied features and capacity, so another key consideration is ensuring that a channel allows you to communicate what you need. Where one platform might be great for securing event registrations, another may stronger as a direct messaging platform maybe to potential program participants.
If you’re managing a number of channels, the way you send your messages and interact with your audience needs to be tailored for each one – playing to the strengths of each channel. It also provides opportunity to segment communications to each audience.
To sum up – if you don’t define your audience, find out where they are online and identify how you would like to reach them, you run the risk of wasting resources without achieving a clear outcome. Next lesson, we’re going to look at what is achievable.
I’m Nick and I’m a Senior Account Executive at Think HQ. I’ve worked in communications for a number of years, creating and executing social media strategies and campaigns for government, not-for-profits, philanthropists – many big and small organisations in the social change sector. I’ll be talking to you about choosing social media channels for your organisation.
A social media presence is assumed for most organisations these days. It’s a powerful marketing tool for not-for-profits, and because no one wants to waste resources on things that don’t work, it’s imperative that the right social media channels are chosen. So how do you work this out?
We’ll start with defining your audience. Work out who you want to speak to and where these demographics are online. I mentioned the Sensis Social Media Report – search for it online, it’s freely available and I recommend you download it. It provides wide-ranging statistics on how Australian individuals and businesses use social media, and it’s a great place to start your research and identify how to reach your audience.
Other ways to build a picture of your audience is to ask them – find out through regular communication with customers and other stakeholders about the social media channels they use, and why. Have a look also at your competitors and peers to find out what they’re doing on social media – who is their audience and how are they reaching them?
Different social media channels each have varied features and capacity, so another key consideration is ensuring that a channel allows you to communicate what you need. Where one platform might be great for securing event registrations, another may stronger as a direct messaging platform maybe to potential program participants.
If you’re managing a number of channels, the way you send your messages and interact with your audience needs to be tailored for each one – playing to the strengths of each channel. It also provides opportunity to segment communications to each audience.
To sum up – if you don’t define your audience, find out where they are online and identify how you would like to reach them, you run the risk of wasting resources without achieving a clear outcome. Next lesson, we’re going to look at what is achievable.
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About the instructor
Nick Edrington
Nick is a seasoned online content developer, social media planner, advertiser and writer. He has developed content marketing strategies, thought leadership and opinion pieces for a range of clients spanning health, consumer, government and corporate sectors. With a talent for identifying engaging content angles, Nick is able to produce pieces that resonate with target audiences. Passionate about business and networking, Nick has held positions on the New and Emerging Practitioner subcommittee of PRIA, and as the Marketing Director of GLOBE (Gay and Lesbian Organisation of Business & Enterprise).