Social media is an important tool to spread information about the program. Given its popularity, social media will also act as an important reference point for anyone who is interested in the program.
It is important to have a social media page that includes all of the information on the program in an easy to read and visually appealing manner to encourage visitors of the page to find out more.
Social media platforms include Instagram, Twitter, LinkedIn, and Facebook, amongst others. You can choose to have a presence across all, some or neither these platforms. However, it is recommended to have a presence on at least one platform.
1. Social media plan:
A social media plan is a document which includes the calendar for posting, the theme of the posts, the copy of the post, as well as the accompanying description. It is usually good process to have the social media plan for the coming 1 – 2 months to automate postings and even schedule posts in advance.
2. Prior to applications opening:
To create a build-up prior to applications opening, posts in this time period should be more informative of the organisation and should highlight the motivations behind organising the program. The idea is to help viewers familiarise themselves with the program before they decide to apply.
3. When applications have opened:
Once applications have opened, posts should be uploaded more frequently and should include calls to action such as “apply now”, “find out more”, or “join us”. These calls to actions should also be accompanied by relevant links to either the application form, the brochure, or other informational material.
4. Introducing the Changemakers:
Once the Changemakers have been finalised, it may help to introduce the Changemakers via individual posts to provide all viewers more information on the Project. This post should also be accompanied with a relevant description which must be approved by the Changemaker themselves.
5. Updates during the program:
It is also good to post updates during the program which can include the themes being discussed, interactions with speakers, the steps that participants are going through, etc. It is, however, important to not post about discussions, especially if the discussions are private. This is to encourage participants to have discussions without the fear of being recorded.
Posts on social media include both the image and the accompanying description which is available for public views.
Key considerations for posts on social media page include:
1. Image of the post:
The image of the post should have minimal text, but should indicate what is in the description. The image should also be relevant to the content of the description and should be contextual. For example, a post regarding the application form could include either include an image of a computer, a snapshot of the application form, or the questions that need to be answered.
2. Description of the post:
The description should include short and easy to read content which, no longer than 2-3 paragraphs. The content should be descriptive and you should ensure that relevant links have been included to redirect the viewer to relevant pages.
Hashtags should be used to increase visibility of the posts, as well as to redirect viewers who click on the hashtag to other similar posts uploaded by you. However, too many hashtags can be off putting and may lead to confusion. Therefore, only 4-5 key hashtags should be used in each post, with one common hashtag across all.
4. Engagement on posts:
It is good to track the likes, shares and especially the comments on social media posts. Engagement on posts helps indicate what is more preferable and therefore, can help direct future content creation and strategy. It is important to make timely responses to any public comments concerning the program.