Kirsty Marrins, digital communications freelancer Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Making the most of social media

3. What we will cover in this session
• how to measure your impact to best inform your strategy
• what content works and what to think about for 2018
• how to control tone of voice and consistent messaging when
multiple people are accessing the accounts
• how to manage internal expectations and demands
• how to get your staff using social media
• useful tools for managing your social channels

4. I know what you’re thinking...
I barely have time to plan and post my content, let alone think
about setting goals and then measuring it afterwards.
Why do I need to do this?

5. Because if you don’t measure anything...
How will you know if your social media is successful? By
knowing what is resonating with your audience - and what
isn’t - you can ensure that you create the kind of content that
they are interested in.

6. Define what success means to YOU
Does success equal more followers, more event
sign ups or increasing the number of comments
on blog posts? Does it mean higher
engagement rates?
*whispers* Does it mean successfully
fundraising on social media?
Maybe it’s all of these things?

7. How to measure success

8. Here’s an example
SPECIFIC - we will help reduce calls to the helpline through sharing information
that people need via social media.
MEASURABLE - we will measure, using Google Analytics, how many people are
coming to the resource or information sections of our website from social media
as well as measuring if calls to the helpline have reduced.
ATTAINABLE - we will look at what the most popular helpline topics are and
ensure we share where people can find the answers/info regularly on social
media.
RELEVANT - reducing the number of calls will save the charity time and money.
TIME-BASED - goal to be achieved in one year.

9. Time to create your own SMART goals

10. How to measure success on social media
Use Facebook Insights,
Twitter Analytics and Google
Analytics to Measure:
• numbers of retweets, clicks
on links and new followers
• which content gets the
most engagement and why
• referral traffic and
conversions

11. What content works on social media?

12. Social media – the numbers
Facebook: 2.07 billion monthly active users (32 million in the UK)
Twitter: 328 million monthly active users (20 million in the UK)
Instagram: 800 million monthly active users (17 million in the UK)
LinkedIn: 500 million users (22 million in the UK)
YouTube: 1.5 billion users (36 million in the UK)
Snapchat: 300 million monthly active users (11 million in the UK)
Pinterest: 175 million monthly active users
*source: Facebook, YouTube, LinkedIn, Omnicore

13. Five ways to improve your content
Put your audience first

15. Five ways to improve your content
Be relevant

17. Five ways to improve your content
Do one thing well

18. Blendtec

19. Five ways to improve your content
Create, measure, iterate

20. Five ways to improve your content
Less is more

21. What to think about for 2018
● Takeovers or #rocur
● Emoji
● Video
● Storytelling
● Chatbots

22. Takeovers or #rocur

23. Emoji

24. Video

25. Storytelling

26. Chatbots

27. What about consistency?
How can you ensure consistency in:
• Message
• Tone of voice
• Frequency of posts

28. How to manage internal expectations &
demands
• Create processes
• Weekly standups
• Internal training
• Break comms down into campaigns

29. How to get staff to use social media

30. What’s their barrier?

31. Top tips
• Show them the value of social media and how it
can help them in their role
• Give them some training in the basics
• Show them good examples
• Praise them!

32. Useful tools to plan your content
• ‘Jab, jab, jab, right hook’
methodology
• Use the Rule of Thirds
• Create a content calendar
• Your smartphone is your
content toolbox

33. Create a content calendar

34. Free design tools
Design:
• Canva for Nonprofits
• PicMonkey
Images:
• Unsplash
• Morguefile
• Gratisography
• Canva
• Pexels

35. Questions?
Kirsty@kirstymarrins.com @LondonKirsty

36. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk

37. Making the most of
social media
17 January 2018
Manchester
#ccnorthwest