Social media pioneers share best practice » Charity Digital News

Social media pioneers share best practice

Industry experts from leading charities recently came together to share knowledge and advice, and discuss some of the most talked about social media campaigns of the past year.

Here are some of the hottest tips taken from the evening, which was hosted by leading communications recruitment consultancy VMA Group.

Have a clear objective – Don’t simply pursue high levels of followers. Ensure that you are working towards solid and measurable goals, whether that is driving traffic to a particular location, boosting sales, or increasing donations.

Invite interaction – Place high levels of importance on encouraging two-way dialogue with consumers by responding in a timely and personable manner. Cancer Research UK’s feed, along with many others, is manned between the hours of 09:00 – 23:00 to ensure continued engagement.

Be creative with content – You do not have to have a huge budget to create powerful content. Cancer Research UK has found that some of the most effective posts from the last year were photographs of staff members holding hand-written ‘thank you’ banners to recognise donations.

Harness the power of video – Every minute 72 hours of footage is uploaded onto YouTube, so how can you cut through the noise? Remember that everything you create must be credible, educational and impactful.

Don’t underestimate social media channels – The iconic #NoMakeUpSelfie hashtag took Cancer Research UK completely by surprise – raising £8 million in support for the charity in the process. However as we all are aware social channels can be unpredictable, therefore communications professionals must continue to respect the audience and continue to learn to be agile and responsive.

Lucinda Moores, Practice Director of External & Marketing Communications at VMA Group said: “The advent and growth of social and digital channels continues to transform how brands and businesses interact with consumers. We are in an era where these platforms are not simply a ‘nice to have’ but rather form a crucial part of the overall communications mix. Consequently professionals in this space must constantly evolve and develop in order to keep up with the pace of change. The high level of attendance on the evening was a testament to the importance professionals place on social platforms and the eagerness to learn more about how to utilise these tools to their full capacity. 

“I am proud that we were able to offer people the opportunity to hear from industry experts and encourage conversation around some of the most impactful, engaging and successful campaigns of late. We hope that this provided inspiration for new ideas.”

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