Whip up a storm and grow your reach on social media
05 June 2017
Posted by: Olivia Palmer
Social media is the most popular way for associations to amplify messages and extend reach through awareness campaigns.
Whether it’s Tweets, Twitter storms, Thunderclaps or Snapchat stories, the first thing to get right is the content and to know your audience. Good social media content consisting of useful advice and information will get noticed, consumed and passed on.
There are a number of ways to use social media to get your message out to as many people as possible.
This is a very simple, but clever and free way of communicating and potentially ‘going viral’. Thunderclap is a crowd speaking platform that allows the mass sharing of a single message at exactly the same time via Twitter.
One example of Thunderclap success was the World Obesity Federation’s promotion of World Obesity Day last October. The key message – for all Governments to meet their commitments to childhood obesity by 2025 – achieved a social reach of six-and-a-half billion! See https://www.thunderclap.it/projects/45064-world-obesity-day
‘A picture is worth a thousand words’ and You Tube is good for creating permanent video content. The European Container Glass Federation (FEVE) won an International & European Association Award for Best Social Media Campaign for its 'Endless Lives of Glass' campaign. A humorous video, it featured talking bottle pranks in a supermarket to promote the glass recycling message to shoppers.
Facebook Live’s exploding water melon was watched live by over 800,000 people. Water melons may not be the way forward for associations, but live streaming is a great way to present unique content to your audience, targeting them by keywords, location, age and gender.
At the click of a button on your phone you can go ‘live’ and share videos with Facebook followers in real-time. Share details about events with members, show them pre-event preparations in action, stream keynote speeches and live interviews.
This image messaging mobile app allows you to send images and videos that then self-destruct. Snapchat is all about members getting to know each other. By letting them take turns at broadcasting from your association’s Snapchat account you are also extending your reach to new potential followers whilst they communicate with association peers. This practice is particularly useful in the run–up to events as it’s a way for people to get to know each other before they meet in person.
Snapchat only gives you 10 seconds for videos so try to be creative – tell a story: use a variety of techniques such as emojis, 3D stickers, pen tools, text and filters to add interest. No boring talking heads! www.snapchat.com
Fast tweeting and retweeting of tweets and hashtags can brew up a ‘storm’ and transfer messages, ideas and opinions to other social media sites or the mainstream media.
The Local Government Association’s annual 24-hour Tweetathon #OurDay is an opportunity for people who work in councils to highlight the valuable work they do for the public. Last year’s campaign involved 8,500 Twitter accounts sending more than 18,000 tweets reaching around 20 million people.
For further information on using social media to promote content and messages have a look at sites like curata.com, socialmediatoday.com, Social Media Examiner and the Direct Marketing Association, dma.org.uk.