You get lots of “likes” on your Facebook posts. Your tweets get favorited and retweeted. And your Instagram page has lots of followers and is full of color and life.
But so what? How does this help your organization, or promote your cause, or build support for your initiative?
Sometimes we get so caught up in how many “likes” we can get or the size of our social media audience that we lose sight of the real goal, which is to generate a community of people that take action.
Here’s a couple of simple tips to help you ensure that time you spend doing social media posts isn’t wasted.
1. Link people from your social media posts back to your website.
If you have a look through the average Facebook feed, you’ll notice two different kinds of posts. Some, like photos or little graphics, are just loaded directly into Facebook (example on the left), so when you click on them you just get the same image enlarged. The image is not linking you to anywhere.
Other content is linked back to the original source page (example on the right), so when you click on it, that’s where you go. They way you create posts like that is by pasting the URL (web address) of the content you want to share into your Facebook post.
This is a much better use of a Facebook post because it feeds people back to your website, where, presumably, you have other information about your organization, how people can get involved, how they can donate etc etc. Ultimately, this is where you want people to be, not idling away their time looking at an enlarged image in their Facebook feed.
So, how do you do this if all you want to share is a photo or two?
Make a blog post out of it. Most blogs allow you to quickly and easily “insert media.” Type a few words about the photos you’re sharing, put the pics in there, and there you have it. Paste the URL into your Facebook post, and you share the photos to your Facebook audience in a way that brings any interested people back to your website.
(A tech tip: If you are using a WordPress blog, make sure to use the “Set Featured Image,” function, at the bottom right. The image that you select here is the image that will show up in your Facebook post.)
2. Get their email address.
Once a visitor is at your webpage, you want to make sure you have a way to stay in touch with them – they are obviously someone who is interested in your group or issue.
So, make sure all or most of your webpages have a very visible “Enter Your Email Address” form, so whenever someone lands on your blog or some other page of content, they are immediately invited to stay in touch.
Whatever the program or software you are using for your blog or website, it will have an option for a contact form of some sort. Do a little research and figure out the best way to place this in a prominent place on your web pages.
Always being conscious of the need to capture the contact information of people who are interested in your cause is one easy, but very effective, way of making sure that all that great social media content of yours is actually funneling people toward becoming supporters of your organization.