Don’t include just a link in your Facebook posts.
Do include both a link and an image to obtain more likes, comments, shares, and click-throughs. Avoid using stock images. Photos don’t need to be super high quality; they just need to be interesting. Gather snapshots from events or in the field, for instance, and develop a good backlog of images you can use with various types of content. You can repurpose this content in the future.
Do post a variety of content on all channels: blog posts, photo galleries, videos. People consume media in different ways. Mix up your media and content—tell a story, ask for support, announce an event, etc.
Do engage with your followers. Answer questions. Respond to feedback. Wish donors a happy birthday or even happy anniversary for, say, their fifth year as a supporter. Thank volunteers by name after a work party. We all love to be acknowledged, and we often respond by sharing those posts and telling our friends.
Don’t try to manage eight different platforms.
Do focus on just one to three platforms—and test everything. Keep it simple. Facebook, Twitter, and Instagram are great places to start. Post different types of content to see what gets the most likes, shares, retweets, and comments. Learn where your audiences are, optimize your content for each platform, and make every post sharable, engaging, and unique.
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