An Example of “Good Content” for Social Media

You might have read our earlier post on how the Thunderbird School of Global Management saw their online donations increase more than 400 percent thanks to their social media strategy. Part of that strategy includes providing “valuable” content for their supporters, via the various social networks. “Valuable” can be one of those communications buzz words that is often used, but rarely defined. Well fret no more, we’ll break down four ways you can provide value via social media in this post. But first, take a look at an example of “valuable” content from Thunderbird in the video posted below…

So what is value when it comes to content on social media? Valuable content is anything that compels your constitutes to seek you out and connect with your organization online. To be valuable, content can…

  • Make your supporters laugh.
    • The Thunderbird example above is a good illustration of humor.
  • Provide useful information.
    • Can your organization offer tips or how-to videos and/or written tutorials?
    • Is there something as simple as parking information for an upcoming event you can offer?
  • Create a feeling of nostalgia for an institution.
    • Historical photos are fun way to do this. A great example can be found on Virginia Tech’s Office of Development Tumblr.
    • This day in history posts work well, too. ALWAYS connect the post with a picture or video if the media is available.
  • Provide supporters with information on how their gifts are making the world a better place.
    • Check out A Child’s Right and their blog “Proving It.” This org is writing the book (or in this case, the blog) on how to keep your donors informed and involved after the gift is made.

The key question is “why would make someone want to connect with our Facebook page? …or Twitter account? …or YouTube channel?” Too often, orgs start building a social media strategy around the question “what should we post?” Instead, start with “what would our followers want us to post?”

For more news and information on philanthropy, visit bwf.com.
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