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A CharityConnect User Posted 5 years ago

CharityConnect: Q&A | Making the most of your charity's social media channels
** Join us on Wednesday 30th October between 1-2pm, to ask our lovely experts questions about the use of social media and how to make the most of it to support your charity's initiatives. **
We all know that social media can be one of the greatest tools to raise awareness about our causes and can build relationships with audiences in real-time. But it can also be a time consuming process which can seem quite confusing at times. So we invited four amazing ladies with very unique and diverse backgrounds in social media to join us for a chat. Feel free to ask questions about their personal experiences, share your stories and ask for advice.
We'll be talking about strategy, limited budgets, building channels from the scratch, fundraising, brand building, scaling up communities, campaigning, volunteer recruitment etc. 
🗓When: Wednesday, 30th October, 1-2PM
💻Where: Online on CharityConnect, right here on this post
🤝Meet the panel: 
Tereza Litsa  
Tereza Litsa is a social media manager and trainer at Lightful, helping charities improve their social media skills. She’s been working as a social media and content marketing manager for the last 7 years and is passionate about social media and how it can be used in the tech for good sector in a more impactful way.  She has received the Highly Commended award as 'Community Manager of the Year' and also the Highly Commended award for ‘Campaign for Social Good’ for Lightful’s #ReclaimSocial campaign at Social Media Marketing Awards 2019. 
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Charlotte Beaty-Pownall
Charlie heads up the social media, news and content team at Cancer Research UK, overseeing a team of social, creative and news content experts to deliver engaging content across social channels and the award-winning science blog. Charlie has been at the charity for nearly nine years, starting in the PR team then moving on to form the charity’s dedicated social media team.
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Jo Eden
Jo has been part of the British Heart Foundation's award-winning Social Media Team for almost 7 years. As Social Media Manager, she works on integrated campaigns and ad hoc projects, finding new and innovative ways to use social media and digital platforms to promote the charity and engage the public. With over 10 years’ social media experience, she also has a background in copywriting and print/digital marketing in both non-profit & commercial environments.
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Kate Bolton
Kate Bolton is highly experienced in communications & content marketing, and has spent the last 10 years focused on the banking and technology sectors. During this time she has developed a keen interest in network and brand-building through community-focused business alliances and collaborative Corporate Social Responsibility (CSR). Kate founded Comms for Good out of a desire to encourage organisations in the banking sector to drive positive change and maximise social impact through collaboration. Comms for Good is a network of financial services industry influencers that join forces through events and social media in support of community causes. Kate sits on the Banking Technology Awards judging panel, and supports the Fintech for Good Award. 
** If you can’t make the live hour, please comment any questions you’d like answered below NOW. **
** To participate, you need a CharityConnect account. If you haven’t already got one, head here to sign up. **
** The conversation will show the newest questions first. **
** To submit an anonymous question please send me a DM and I'll post on your behalf. **
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A CharityConnect User

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Thank you for sending in your questions, everyone! 🤗I hope you enjoyed the session and got some useful tips and advice that you can now take back to your team and work with!
I'd like to say a huge thanks to our wonderful panellists  Tereza Litsa , Charlotte Beaty-Pownall, Jo Eden and Kate Bolton! You guys were fantastic and we appreciate your time and effort! Thank you for your honesty and sharing stories from your personal experience. 
It's past 2PM which marks the end of the Q&A but by all means, please continue sharing your questions on the community and talking to your fellow members. We hope that this Q&A inspired you to think about your charity's social media channels and remember, we're always here for you. If you want to follow up with any ideas, please post a new thread on the community. 
See you around! x

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Jules  Keene

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I work at CharityJob and I often use FB to promote my clients’ jobs and raise their profile on social. Do you think social is an effective channel for recruiting for your charity? Do you think it gives an extra element of your charity’s personality that candidates may have not seen otherwise?

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Stephanie Dotto

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Content & SEO Lead at CharityJob 5 years ago

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Hi panel 😊
What are your tips for user generated content? And how do you deal with social media trolls who are steadfast in their belief that charities actually do more harm than good?
Thanks!
Stephanie

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A CharityConnect User

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Stephanie Dotto   Hi Stephanie, we get a fair amount of trolling, mainly on Facebook. Our strategy around managing this is we have 'house rules' on the page to enable us to have clear guidance of how we want people to act within our community and during our community moderation, we make decisions on a case by case basis on whether to respond, hide or ban someone. We have a number of responses already approved that we can adapt and use to answer questions where we feel a response could help. It's important to make sure we are open as a team in terms of dealing with this as it can be quite upsetting / demoralising dealing with these on a daily basis so we look at ways to support each other. We use a lot of user generated content, but we don't often ask for it proactively anymore as we've seen a big decline in people being willing to get involved in that way. So how we use it is we can sometimes identify stories from people that are shared with us and we engage with them to then re-share their story on our platforms (a recent example here: https://business.facebook.com/cancerresearchuk/photos/a.385681134473/10157854649404474/?type=3&theater) 

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Charlotte Beaty-Pownall   Your house rules are excellent - really helpful. Something to have in place ahead of any problem. What is your advice on Twitter?

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Emma Glassford-Biggs

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Senior Product Manager at CharityConnect 5 years ago

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Hi Panel - thanks so much for taking part today and sharing your wisdom! I think social media is a really good ad channel for us, especially LinkedIn. In the past however we have tried to run LinkedIn ads and used our whole budget in less than a day! This makes it really prohibitive, which is such a shame because the targetting is so great. Any tips or advice on how to make the most of advertising on other channels? Thank you!

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Emma Begg   For us, it's about constantly optimising and learning from your ads. You don't have to spend huge amounts of budget if your targeting is specific and clever, so often it's just a case of identifying where your target demographics already sit and which platforms will help you reach them in the most efficient way. It won't be a case of setting them up and then watching them run - we always need to tweak as we go, and be pragmatic about anything we have running. No matter how big a charity is, we all still have a responsibility to spend money wisely, so we're pretty tough on ourselves!

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Emma Glassford-Biggs

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Jo Eden   Thanks Jo! I'll have another look at the targetting.

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A CharityConnect User

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Hi everyone 👋 ,
I am so excited to announce that our Q&A is now Live. 🎉 🎉🎉Please submit your questions on this thread and our lovely experts will get back to you. Let us know what your charity is doing in the social media space, what blockers you've come across and which areas you'd like to improve. 
I'd also like to welcome our knowledgeable experts Tereza Litsa , Charlotte Beaty-Pownall, Jo Eden and Kate Bolton in our friendly community, we are honoured to have you on the panel! 🤗
To kick things off, I'd like to ask a few questions to our experts. What aspects of your job are the most challenging and which ones do you love the most? Can you share any charities that, in your opinion, are doing really well in the social media space? And can you give us one top tip/learning from your experience that you'd like to share with us today? 
Let's get it started! 
 

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A CharityConnect User

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Aggie Silova   Thanks Aggie, and hi everyone!
The most challenging part of my job is probably communicating the wide range of what we do, beyond 'tweeting' and 'posting on Facebook'. My team spends a lot of time looking at analytics to set benchmarks, understanding and exploring our audiences, and trying to come up with innovative ways of using social media (like personalised video and chatbots). Too often, people can see social media as a bit of an easy job, but really - if you're doing it properly - it should be challenging and taxing. If nothing else, social media as a medium is constantly changing, so you'll never know everything. Every day is a chance to play catch up!
My top tip is always about building relationships with stakeholders and other teams. When people trust you to work in their best interests, it's much easier to bring them along on projects and new ventures. It takes a bit of time and effort, but helping people understand the impact social media can have when done properly can really bring down barriers.

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Aggie Silova   Hi Aggie
Thanks for having me!  My background is mostly B2B comms and even in the charity space i mainly work 'org2org'... and the one thing that I always come back to is to remember that we should communicate online the same way that we would face to face.  When we meet a new person in real life we would not make a good impression if we just launched into talking about ourselves... the way to make a good impression is to ask questions, listen, pay compliments, offer to help etc... we should apply the same principles when communicating on social media.  The people and organisations that do really well are the ones that appear authentic, empathic and generous.  Also - don't over think things - just jump in, engage, and see what happens; big budget does not mean better comms.
Kate
commsforgood.org

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A CharityConnect User

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Hello panel!
I do a bit of work for my charity's social media comms and I'd like to ask the following:
 Does anyone have any advice on the dos and don'ts of a social media Christmas campaign on Twitter/ LinkedIn? When is a good time to start? When are people most likely to engage? We want to engage a range of different volunteers as well as raise money to help us fund our school events and programmes. Any insights welcome! Thank you!

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Genevieve Widger   Hello!
I think it’s good to have a plan in mind as early as possible. Some organisations may start planning in August/September, but even planning now is still enough time to think of your content and the platforms that you want to involve.
The first step is to think about your objectives. In your case, you want to raise money to fund school events and programmes and also to engage volunteers. The next step is to think of the type of content that resonates with these two. Think of a series of posts as a narrative that would help people to find out more about your work and eventually donate.
More specifically, Twitter allows you to post multiple posts throughout the day without necessarily overwhelming your supporters. I’d be more reserved on LinkedIn as it is a different platform and the content tends to last longer in the feed. Also, think that your LInkedIn followers are more professionally-focused so the content needs to be tailored towards what they would like to see in this specific platform.
On Twitter, it’s useful to try out different times of the day to find your most engaging time. Commuting hours tend to work quite well both for Twitter and LinkedIn as people might be spending more time on their phones.
I’m happy to further help with ideas if you want!

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This question is from a member of our community that wishes to remain anonymous:

I work as sole part-time employee and will hand over to a new Chief Exec next year - my main blocker is time! Followed closely by no-one to show me how to try out anything new.
Recently I did a lot of messaging on Facebook to 'celebrate' i.e. raise awareness of a genetic health condition for the special Day/Week. I found that channel easier as I could use my own photos and make up messages to avoid any copyright issues, I also used some of the WHO infographics. I understand there are free packages for doing infographics, but I don't have time to train or know free self-teaching options online. Are there any recommendations from the panellists?
I haven't really followed through with our Twitter account as most associations in our network use Facebook - one European country showed interesting statistics to show which age groups used which media. Instagram is very much for the younger generation and I don't feel images would really reflect the message I am putting out ... I like to build up a small storyline if I can on a theme (e,g. importance of exercise as well as treatment). A great deal of my energy goes into drafting an e-newsletter covering snippets I have picked up regarding research, what I have found members do by dint of looking at their websites and Facebook pages (the volunteers running member associations always seem too busy to keep me in the picture). I found member associations usually update their news on Facebook - quicker and easier than trying to upload news items on a WordPress site. (Also I think it is proven that women around middle-age are very likely to be looking for health information on behalf of their families and,I would add, have picked up use of Facebook since it stopped being 'just for the young'!) I am not being biased, just noting statistics!

Hope this is of some assistance. I would welcome the views of others. Which channel for which target groups for instance? How to structure messaging for different channels.

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Aggie Silova   E-newsletters though old school have high level of engagement so are probably worth time investment. Sympathise with your frustrations re creating bespoke infographics easily and cheaply. It's all about having the time! Not sure if I agree with your worries regarding Instagram - images can be used to convey complex and difficult subjects

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Anita Holford

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Freelance communications practitioner at www.writing-services.co.uk 5 years ago

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Aggie Silova   Canva is a brilliant tool to help you create visual content quickly and easily. It's really intuitive and free (there is a paid for version). Hope that helps - it's transformed my working life and I love it!
 

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Caitlin McCullough

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Head of Communications & Public Fundraising at Glitch 5 years ago

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I wonder what your thoughts are on protecting the wellbeing of staff who manage social media? The issue from my experience is twofold-
1. There is little understanding of the 24/7 nature of social media, and therefore social managers often find themselves expected to work well beyond their waged hours. I'm not sure how, other than proper training for all staff in the reality of social media work, this can be resolved.
&
2. Particularly on Twitter, social media staff can find themselves faced with distressing/bullying/graphic content. What kind of support do you think would help mitigate this, are there any tools you can suggest (I gather certain block-chains can be useful if it's a certain group that are causing a problem), and do you think there are strategies small charities could use to protect their staff?
Thanks!

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Caitlin McCullough   I think everyone's going to be eagerly looking at the replies to this question! It's a really tricky one - being a research charity and also having more than 750 shops around the UK, we frequently find ourselves under scrutiny from the public and having to justify the research projects we fund, the prices of our shop items, the advertising we run... it's endless! We're lucky enough to have a great support system for everyone at the BHF, where you can access information and resources to help, as well as links to third party programmes when someone needs more dedicated or professional help.
Beyond that, we've worked hard to create a working environment within the social team to make sure that everyone feels listened to and able to vent when needed. That might be in our weekly team meeting, in regular 121s with their line manager, or grabbing a coffee - but there's always a chance to talk to someone else in the team who can understand how difficult it can be.
We don't get it right 100% of the time, and we've leaned heavily on internal training for line managers so we feel able to help. I do think there's a tendency to try and just deal with everything yourself (and when you're a manager that can mean taking difficult work away from your more junior members of staff). I struggle with the balance sometimes to be honest, but being in a flexible team makes it easier. When work does go beyond office hours, we do our best to maintain a rigorous time off in lieu (TOIL) system to give our team a break. But equally, I think the public ARE getting better at understanding that we can't be on standby to answer things all the time. As long as we're consistent, it seems to be understood that we're humans who can't stay on social all the hours of the day!

There are definitely tools that can help, in extreme cases. We've used a pre-moderation tool on Facebook called Smart Moderation, which allows you to add keywords and terms to be automatically screened and hidden when necessary. For us, this only applies to the most graphic or unacceptable content, because we want to maintain transparency. But it all feeds into our duty of care for others who might see this sort of thing on Facebook.

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Thank you for sharing, Jo! It's so great to hear that members of your team help each other when things get tough and there's so much support from the management. And it's also helpful to know that everyone, no matter where they work, can relate to the same issues. I hope that our platform will also support charity professionals who are looking for someone to talk to, outside their teams. 
As you mentioned, it seems that the public is becoming more understanding, and while there will always be an odd case, proactive education and managing people's expectations can go along way. I've learned this the hard way when I was a community manager at a tech company. It's incredible how frustrated people get when their phone signal or 4G is down for more than an hour! 🙈

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Lydia Browne

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Marketing and Communications Officer at Living Options Devon 5 years ago

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We are currently more reactive than proactive with our social media and aim to plan our activity and content going into next year.  At the moment it's more to create awareness of what we do, who we are and use associated awareness day to ge this message across.
My question:  Thinking about digital marketing, how best can charities use social media channels to drive traffic to their website and inspire the audience to become a follower or like a page? Also it seems advocates of brands and social media influencers have so much power in persuading others, this could be harnessed for the third sector, any tips on how to convert followers to advocates/influencers?
Thank you :)

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Lydia Browne   
Hey Lydia,
It’s useful to start thinking of easy ways to be more proactive with your social media presence. You don’t necessarily need to double the time you’re spending on the channels, you just need a draft plan on your goals and the types of posts you want to share. If you want to attract new followers, it’s useful to keep tracking the awareness days and the popular hashtags that are relevant to your organisation to inspire people who are not currently following you. You can also mention other organisations and interesting content they might be sharing. When it comes to driving traffic to your site, you want to make sure that your messaging is appealing to your followers to click to find out more details. Storytelling can be very helpful in that case, as it makes it easier to connect with your supporters.
It’s useful to treat your social media presence as a narrative with posts that have some sort of sequence so that your followers feel part of a ‘journey’
Also, engagement is important. If someone is mentioning you or sharing your posts, feel free to reply back and thank them. This way, you start building a relationship with them and they can gradually turn from supporters to ambassadors. Sometimes it might also work to message someone (an ‘influencer’) that you don’t know to ask them to support your organisation with a share. It’s useful in that case to do a quick research to approach influencers who might have a connection with your cause as this is increasing the chances of a good response.

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Lydia Browne   Hello!  Try looking for followers that have a good following of their own, see what they talk about, and maybe ask them if you can tell their story?  Or ask them to contribute their 3 quick tips on xyz.  Engage, praise, complement and help others promote their own agendas, and that should reflect back and raise your profile too...

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Great topic! My current issue is most of our team and projects are based in different areas of the country. I manage our Communications channels but struggle for content. I think colleagues understand the importance of Comms but are struggling to get in the mindset of sharing their events/good news stories etc. What more could I do to encourage this?

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Claire Bickley   Hi Claire - some ideas:
Ask colleagues to find and share one relevant article a week that they find interesting/inspiring etc  
Ask colleagues to come up with 3 great things (anything!!) that have happened to them that week
Ask colleagues to come up with 3 questions they'd love to ask your audience
Share blogs and stories created by others and just explain why you think they are great
Ask colleagues to create a 'day in the life' piece about them and their jobs
Does that help?

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Jo Eden   great advice. How often do you share though? I find sometimes I have lots of things at once. Worried that I will flood FB in particular and disappoint anyone I dont share?
 

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