I've said it before and I'll say it again, your charity does not need to be on EVERY social media platform, in fact, smaller teams might find it impossible to keep on top of posting original content on each platform. Choose your charity's social media platforms based on your goals, needs and where your audience are most likely to be.
While it would be great to have a presence everywhere online, social media for charities is a fine art, and getting it right might mean scaling back on where you post. Take a look at some pros and cons of each platform to help you decide where your comms team should be focusing their time.
Now is not the time to go into the politics of Twitter's current *ahem* 'leader', but it is worth remembering that Twitter is not everyone's favourite place to be right now. With that said, the charity community is thriving on Twitter, with many professionals from the third sector using the platform to network and learn from each other. It could be a great place for your comms team members to hang out with their personal profiles to build their skills and talent pool.
Away from personal reasons, Twitter is also the ideal platform for getting involved with national or even global conversations. Hashtags and now keyword search functions make it easy to find current conversations to comment on, or for others to find what you have to say about breaking news, national holidays or hot topics within your niche. This also means that direct conversations with those who may be interested in your charity are very accessible. Is it the best platform to directly impact fundraising or signups? Probably not. But Twitter has the capability to help you build a strong, reliable network who can support your cause when you need it the most.
We all know that Facebook is not my favourite platform, especially for charities on social media, however it does have some redeeming qualities which may make it worth posting on sporadically. Meta's ads are arguably the most powerful in the social media world and probably the most accessible without prior training. Posts can be boosted in just a couple of clicks and, with the right support, ad campaigns can target incredibly specific groups who may be interested in donating, volunteering or even setting up a legacy donation in their will. With the right imagery, text and targeting, ads could be a powerful tool in your arsenal.
If you're wanting to stay organic (and not have to pay to play on Facebook), you could look into utilising groups. Create groups for those who are involved in your charity, from staff to volunteers to regular donors. In that group, post new opportunities, encourage conversation and keep everyone up to date with your news. Posts in groups are much more likely to be seen on a timeline compared to those posted on your page (I know, it doesn't make any sense but we need to do what we can to work with Facebook's confusing algorithm). Smaller charities could also utilise local groups to drum up interest and support from their immediate community, probably the community they impact the most - let the people know how you plan to help them!
Even if you choose not to post on Facebook often, a page is still useful to have as an information hub. Many people will search for you on Facebook before they try Google, so give them the chance to find out who you are and how to get involved off the bat.
If your charity has harnessed the power of storytelling on social media, Instagram is probably the platform you use the most. Visual storytelling is a crucial part of any marketing campaign, in any industry, but for potential donors and volunteers to be able to SEE what you do might make your job a lot easier. Whilst hashtags are not as powerful as they once were, making content discovery a very random process at the moment, the introduction of keywords on Instagram means people may stumble across your content without you meaning it, a blessing and potentially a curse (hello trolls). If you have a solid copywriter on your team, utilise their skills to help you write keyword rich captions, this may be the only way to get your content seen in the near future.
Instagram also boasts a wide range of ways to post which suit different skill sets and experience levels. From posting a story to creating a high-production Reel, there are opportunities for the entire team on Instagram. This could make it a much easier platform to manage, but remember that stories alone may not get you as far as you want to go, especially after the introduction of short form video content, which is much preferred by Instagram's complicated algorithms.
I feel slightly sorry for LinkedIn; it always feels like the forgotten, less glamourous social media platform of the big 5, but it is arguably the most powerful for charities on social media. LinkedIn is where you will find your biggest donors and the best talent for your team, but it also takes the most work. Long-form content is preferred on LinkedIn, and daily posting has recently been encouraged by the platform, giving organisations the chance to be featured in their emails and on the platform if they post 5 days in a row. Consistency is key and could make the platform very hard to keep up with; the algorithm is not swaying in your favour.
When I have advised on this topic in the past, I have always encouraged charities to give LinkedIn the time it deserves, even if that means leaving others behind. Are you really going to get the same level of donors on Instagram? Sweeten your current corporate donors and attract others by posting in depth content about your work, who you help and why. If you can throw in a white paper and some impressive stats then you're on to a winner. In my personal opinion, when asked 'which social media platform is best for charities' I will always answer with LinkedIn, the only exception being hyper-local organisations with little sway outside of their immediate location.
TikTok
I know what you're going to say: 'Emily, we're not targeting Gen Z with this campaign' and I will tell you that you need to take TikTok as a serious tool for fundraising. The platform is thriving within all age groups, not just Gen Z, and has even overtaken Google in terms of search in late 2022. If you have something to say, it needs to be said on TikTok - you could be missing out on thousands of potential eyes if you don't. The platform is home to infinite unique communities, all of whom are passionate about SOMETHING, that might not be your charity, but just one of those communities could change your charity's reputation and income overnight.
The beauty of TikTok is the content it prefers. Charities no longer need to pay a videographer or animator to create beautiful videos, in fact, the ones filmed in offices (or even living rooms) tend to perform the best. TikTok's algorithm and users prefer to see 'real' content rather than the glossy, overproduced content we're used to seeing online, meaning video shot on an up to date phone has the potential to reach millions. Editing is all done in-app and rarely requires much work, the only downside is similar to LinkedIn; TikTok needs nurturing. You cannot post too much on the platform, there is no upper limit to how often you should post, but you should ensure you are posting consistently, and at least a few times a week, daily if possible. I have previously written about making TikTok work for your charity based on extensive research, which you can read here.
Making Your Choice
Each charity will need something different from social media, just as every charity needs a different communications strategy. Not every platform will work for every organisation and deciding which platforms to give time to may take some time and even some testing. You might even find that your brand new TikTok account is outperforming all of the platforms you have spent years perfecting, and that's okay! My favourite thing about social media is the need to move with the times and constantly try something new, I encourage every comms team to do the same.
It's also okay to reach out and ask for support in making decisions like this. A social media audit is a great place to start if you're looking to shake up your charity social media strategy. The best news is that help is only an email away! If your team are overstretched and you need to streamline your social media marketing, send an email my way for a 24-hour turnaround quote.