This document provides guidance on building a social media framework for a charity. It outlines a three step process: 1) Define the scope and context for social media, including goals, objectives and target audiences. 2) Produce the framework, which includes strategic components like aims and objectives, and operational components like content planning. 3) Implement the framework by recruiting a team, providing training, and creating operational materials. Key advice includes focusing on audience needs, benchmarking against peers, and challenging assumptions to maximize impact.

1. x
HELPING A CHARITY MAKE SENSE OF
SOCIALBuilding a social media framework

2. HELLO

3. “
“
Social media is an umbrella term
that defines the various activities
that integrate technology,
social interaction, and the
construction of words,
pictures, videos and audio
Source: Wikipedia circa 2008
Social media
…is people having
conversations
online.

4. Social is so important to the third sector because ‘giving
is fundamentally a social act’
– when others see what you do, they follow –
Social media allows the building of a network of
relationships by facilitating 1-2-1 interactions at scale
*Source: The Guardian, March 2015
*

5. ?
How can [a charity] approach social
in a way that is manageable and
delivers measurable value to the
cause and the organisation

6. – Luck
– Timing
– Quick thinking

8. THE TASK
Deliver a social media framework
—Step 1: Define a scope and context for social
—Step 2: Produce the framework
—Step 3: Implement

9. A strand of communication.
1. DEFINE A SCOPE AND CONTEXT

10. 2. PRODUCE THE FRAMEWORK
Two core components
– Direction; strategic components
– Delivery; operational components

11. IN A LITTLE MORE DETAIL…
Strategic components
— Aim, goals, objectives and KPIs
— Audience
Direction
Delivery
STRATEGIC
OPERATIONAL
Framework model
© e3 media ltd. 2016
Aim: Mission statement
Goal: Broader aspiration
Objective: Measurable step to achieving goal
(SMART)
KPI: Metrics to measure success of objectives

12. IN A LITTLE MORE DETAIL…
Operational components
— Team
— Process
— Planning and analysis toolkit
Direction
Delivery
STRATEGIC
OPERATIONAL
Framework model
© e3 media ltd. 2016
• Channel plan
• Content framework
• Content calendar
• Google (Analytics/Console)
• Listening tool
• Native platforms

13. 3. IMPLEMENT
– Supported recruitment
– Rolled out training programme
– Produced a playbook

14. ALMOST COMPLETE

15. HOW?
— Listening and observing
— Knowing the audience
— Looking outside of the organisation
— Understanding the wider organisational picture
— Being honest and candid

16. CONSIDERATIONS
— Change takes time
— Lots of people like to get involved
— Don’t underestimate the basics
— Think beyond the ask…
— Followers and likes don’t mean success
— Social isn’t the answer to everything

17. e
Stay on message.
Focus on audience need.
Benchmark.
Challenge yourself.

18. THANKYOU
“Like many organisations, we want our social channels to work hard for us. They have
to be a core way of delivering our organisational and communications objectives. e3
worked with us to help us to see through the noise. We now have a new framework, a
new team structure and a new way of working.”
Phillipa Williams, Head of Communications - Arthritis Research UK
Kate.Fitzpatrick@e3.co.uk

19. E3 LTD.
All content in this presentation is the intellectual property of e3.