Social Media Tips: Tap into the power of social media in 2020
The first thing nearly 60 per cent of Australians do every day is connect through social media, according to the 2018 Yellow Social Media Report.
Approximately 79 per cent of Australians are on social media, and 47 per cent of small and medium businesses are on social media, and both of these figures are growing. The Yellow Social Media Report also found that social media isn’t just for young people, with as many as 47 per cent of 65+ year olds also being represented on social media.
Social media plays an important role throughout an organisation’s customer journey, and contributes to brand awareness, client acquisition, retention and loyalty. These are all essential components for a sustainable disability organisation operating in the NDIS.
"In the last two years there has been a massive growth in the level of awareness of marketing and brand. Providers who aren’t out there marketing the virtues and quality of their services are on the back foot," says NDS CEO David Moody.
NDS recently held NDIS in Practice Marketing workshops around metropolitan and regional Victoria, presented by THINK HQ. The following advice and informaton sheet has been developed based on the knowledge and insights from those workshops.
A frequent question that NDIS providers have is, 'Which social media platform should we use?' To help get you on the front foot, take a look at this Social Media Platform info sheet (PDF | Word) and some key social media tips, as follows:
- Personalise your organisation as much as you can. Don’t rely on stock images or broad services, as they can make it hard for consumers and participants to understand and connect.
- Control your content length, and keep your content short and snappy. When people are faced with overly ‘wordy’ content, they are less likely to engage.
- Make your messaging clear, and align the content with your organisation’s vision, mission, values and tone.
- Create branding consistency throughout your social media and communications platforms.
- Be as ‘human’ as you can with your social media. Speak to people, instead of at them, and show them how much you actually care from the very first transaction you have. Let prospective participants and their networks know that your business is run by people that are passionate about high-quality service provision, and who are there because they sincerely want to support people with disability. A number of providers now have social media pages describing the qualities of each staff member, which has been an effective way of attracting participants.
- Check the analytics dashboard for each platform. Some things to think about are:
- What topics get the highest engagement?
- What time of the day do your posts get the strongest traction?
- What platform has the most followers? Make sure you use this platform to get those important changes, updates and success stories out to your audience.
- Is your audience responding more to images, videos, infographics or case studies?
Use these insights to inform your social media posts. It is important to remember you need to monitor your inbox or account that is linked to the social media platforms you use, so you can be as attentive and responsive as possible. First impressions are important, and a swift reply - especially to someone in crisis or need - can make a huge impact.
Finally, think about thought leadership: using social media posts to bounce ideas around, so that your branding is more interactive, trusted and humanised.
The stories and faces behind your organisation are already there. You just need to capture them to show the purpose and essence of who you are as an organisation. This amplifies the work you are doing in the community and attracts more people, naturally.
Remember that it takes time to build up an audience.
Good luck with your social media journey, and we hope it helps to strengthen your organisation. It might be a hard learning curve at first, but a worthwhile one.