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Social Media During a Pandemic

There are some who are saying that during “these times” organizations need to stop their social media. In other words, they should not be posting. Nothing could be further from the truth. Nonprofits and ministries need to continue their social media efforts and perhaps even increase them.

As you might have noticed, much of your news feed on social media platforms is filled with stories about COVID-19, your posts provide a welcome break from the daily barrage of stories and thoughts about the pandemic.

Next, as more people are spending a lot more time on social media, your posts provide an opportunity to have new people in your community become familiar with your organization and the work you are doing. Read on to learn about the type of posts you should be posting.

Posting during COVID-19

Fortunately, social media management is something that can be done remotely and doesn’t have to stop because the organization is closed or working remotely. Even so, it is important to be strategic in your posting – think about your goals for being on social. Hopefully, these goals are focused on how you can best serve your community and not on what the community can do for you.

Be Positive – At this point, all of us need more positivity in our lives. Post graphics with positive quotes, Bible verses, etc. to be a “light” in a world full of darkness. Such posts should be directly related to the audience you want to reach including your donors, clients, and other stakeholders.

Educate – One of the best ways to add value is to provide some sort of education for your target audience. Many organizations could benefit both now and in the future to create a blog to stay in touch—now is a great time to get started. Note: blogs should be posted on your website and on social media. As an added benefit, a blog on your website keeps your website fresh and dynamic giving visitors a reason to come back over and over again.

Share About Your Work – Yes, it is ok to share about the work you do in the community and how you are serving, just be careful about making your posts “all about you.” What results are you seeing? How are you making a difference in the lives of those you serve? If anything, this social quarantine has helped people become more focused on their communities and has helped them to understand all the work that goes on “behind the scenes” in the community. These posts provide an opportunity for people to get connected to who you are and what you do.

Woe is me posts – So, this is not an official type of post, but is one that I invented. Nonprofits and ministries need to be really careful about continuously posting about their financial needs. Most people understand that right now the financial picture of most organizations is challenging, but people do not tune into social media to be bombarded with donation requests. An occasional post that connects donations to a specific need is fine, just don’t go overboard.

Inevitably, the question becomes how often should I post?

Ideally, strive to post two-three times each day using a variety of the types of posts mentioned above. If you can only consistently post once a day, then do that. Consistency is the most important thing.

Another question that always comes up is about graphics and how to create them.

Graphics are important; videos are even more important. Fortunately, there are lots of low-cost options for creating both graphics and videos. But, be sure you have the legal rights to use the graphics you are using; generally, this means you have purchased it. Additionally, make sure all graphics have your organization’s logo on them so if they get shared, people can trace them back to your organization.

Social media doesn’t have to be overwhelming in-sensitive or exploitative. Instead, it plays an important role in staying connected to your audience as well as providing an opportunity for your organization to speak a positive message into a society that needs it.   

We offer social media management services to organizations of all sizes, contact us today to see how we can help you be more efficient while sharing the message of your organization.

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