March 14, 2025 • 23 mins
Discover the keys to elevating your nonprofit's social media branding in our episode. Learn how to articulate your mission, engage your audience, and increase your impact by mastering the art of digital storytelling and online presence.
Want to access to TEDx applications and opportunities?
Go here: 👉https://RobinNathaniel.com
Want to access to TEDx applications and opportunities?
Go here: 👉https://RobinNathaniel.com
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
We see so many people who come into our community
and when you check out their social media, all they're
doing is promoting.
Speaker 2 (00:08):
Huh, Like all they.
Speaker 1 (00:10):
Are doing is promoting. We have an event on Saturday.
Make sure you come donations. You know, we're collecting donations
for this Like it's always a hey, look at us,
this is what we're doing as opposed to really dialing
in to the stories of the people you serve. Welcome
(00:34):
back to Land the Talk. I am your host, Robin Nathaniel.
We are cooking up another solo episode for you. Don't worry.
We will have more guests come back onto the show,
but for now, I want to make sure I continue
to dig into the series that we started last week.
(00:55):
I mentioned last week that we would likely have a
part two and may be a part three.
Speaker 2 (01:01):
It looks like we're gonna go three parts.
Speaker 1 (01:02):
I looked at this twenty six slide masterpiece of a
presentation that I prepared for you, and I said, you
know what, there is no way then I'm gonna do
this in one episode. So I said, maybe we'll do
it in two. But then I took a look again
and I said, it looks like we'll do three parts.
Likely next week we'll probably have an interview. If not,
(01:25):
we'll throw out part three for you. Any way you
look at it. You know, our primary objective here is
to make sure that we're offering limitless value for you,
whether that's trainings, updates, inspiration from guests, play by play,
advice on how you can land your first TED talk,
(01:47):
and more.
Speaker 2 (01:48):
With that being said, I do have an announcement.
Speaker 1 (01:51):
I'll share it towards the end of the episode, but
I want to go ahead and get in to part
two of this training. The training is called Digital Reputation,
Branding and Social Media for Nonprofits Part two. I want
to make sure you know that there is a resource
(02:12):
that accompanies this training. It's for free. At the end
of the episode, I will let you know how you
can get it. If you tuned in last week, you
probably already have it. It's an ebook that we're calling
Reputation Revolution. There's also some other resources in that bundle,
including some checklists and some AI prompts. I believe it's
(02:33):
just a really huge value and it costs you absolutely nothing.
You get it for free just by being a part
of our community here. Now, really, folks don't put a
lot of thought into their digital reputation when it comes
to social media. And this is a conversation that I
want to have more with nonprofits, mission driven leaders, purpose
(02:54):
driven leaders, and just giving them another take on what
they are and what they represent I should say when
they're online.
Speaker 2 (03:04):
So let's jump right into it.
Speaker 1 (03:07):
First things first, let's talk about some best practices. If
you're listening at home and you're not watching the YouTube
version of this episode, I would strongly encourage you to
check out the YouTube version, but I'm going to do
my best to describe what's on the screen. So right now,
I have a chart here. It's kind of a flow
chart that guides you through creating engaging social media content.
(03:29):
So really, these are just best practices for engagement in
order for you to reach social media mastery levels. First
step is understanding your audience. People create social media accounts sometimes,
and when I tell you, if I could tell you
how many nonprofits I see starting up putting out content
(03:56):
blindly without having a firm grasp on who they're speaking
to and what message they're trying to convey to their audience.
Like if I had a buffalo nickel for every one
of those, I would probably be a multi millionaire. With
that said, I want to make sure we equip you
to have the necessary tools to be successful, especially if
(04:20):
you're first starting out, So understanding your audience. We'll talk
a little bit about that in a minute on ways
that you can do that. Next, you want to tailor
your content, especially when you think about being on different platforms.
Oftentimes people create content in general, then they repurpose that
content across social media platforms. However, the way you frame
(04:44):
something on let's say Instagram specifically, talking about maybe the
captions right, not so much your creative assets, but the
captions like people put anything out, people are not really formatting,
and if they are, their advance right On LinkedIn, however,
if you got to spend any time on LinkedIn, you
(05:05):
understand that formatting and line breaks and white space is
a priority for those high level content creators and brands.
So you want to make sure that you're being mindful
of where you are, you know, in the social media landscape,
right Like, if you're on X or Twitter, that's a
(05:25):
different vibration than you're gonna have on Facebook, So you
want to be really mindful of that. Oftentimes that is ignored.
So after you tailor your content, you want to use visuals.
We are pushing people to test more video content in
twenty twenty five. However, graphics and photos still work, so
I wouldn't eliminate that from your strategy. But definitely something
(05:49):
you want to expand on in twenty twenty five is
trying out some video content. And also if you're on
platforms like X like lengthen it's okay to test out
text only content, share narratives. And especially for my nonprofit
folks out there, this is definitely for you. This is
something that we see. We see so many people who
(06:12):
come into our community and when you check out their
social media, all they're doing is promoting. Huh, Like, all
they are doing is promoting. We have an event on Saturday.
Make sure you come donations. You know, we're collecting donations
for this, Like it's always a hey, look at us,
this is what we're doing as opposed to really dialing
(06:35):
in to the stories of the people you serve, of
the stories for the people who work for you, and
also the stories of your primary stakeholders, your major donors.
Speaker 2 (06:47):
How did you guys get connected?
Speaker 1 (06:49):
Why did they decide that your cause and your nonprofit
was the place that they wanted to pour in their resources,
and what you do is you attract similar stakeholders and donors.
So this is something you really don't want to miss.
You want to make sure that you're sharing narratives of
(07:10):
the people you serve, the people who support you, and
also of your team.
Speaker 2 (07:14):
Also, you want to provide value.
Speaker 1 (07:16):
I'm almost in twenty twenty five thinking about just coining
a whole new phrase for this, because if I hear
somebody say provide value again, I might throw up a
little bit in my mouth.
Speaker 2 (07:25):
Yeah, I might do that. But you do want to
offer value encourage interaction. This is huge. So for social
I had a call last night with.
Speaker 1 (07:37):
Our podcast network and we were talking about ways to
kind of encourage people to get engaged on your social
media content. And one thing that's kind of a hack
that people do a lot on LinkedIn, but I don't
see it happening so much on the other platforms is
really getting into the comment section of those accounts that
(08:00):
you want to be aligned with or you aspire to
be and look like. Right, So let's say you are
a small nonprofit that helps youth local underserved youth in
your neighborhood. You want to look to the Boys and
Girls Club of America. Huh, you want to look to
the YMCA of the USA. Come on, right, you want
(08:21):
to look to those larger nonprofits. Jump into their comment sections,
get into those conversations to see if you can kind
of connect with their community, but also see if you
can just stir up some algorithm signals for whatever platform
you're on. So that's something that's huge. You want to
encourage the interactions. And one more tip on that. When
(08:44):
you're in the comment section, make sure you address what's happening. Oftentimes,
especially with people who are using AI auto responders, they're
using AI agents to respond on their behalf and in
wild generic comments these days, when I tell you, huh,
listen one of like you'll get an AI agent that'll
(09:07):
be like, oh my god, thank you so much for
your adventurous insight.
Speaker 2 (09:12):
Appreciate you. Please follow us.
Speaker 1 (09:14):
Like dude, you got robot written all over your forehead.
With that said, what I would recommend is making it
a task for your team, your interns, or if it's
you and your small operation, It's okay to leave a
sentence or two. It could be as simple as yes,
(09:37):
I agree with that and I'd like to add this
and then insert question here. End on the question, somebody
might respond, and if they do respond, you might actually
get some back and forth and a legit conversation. Last
step is or not the last step. The result is
(09:58):
increased engagement. So just to recap, we want to have
audience understanding. We want to tailor content. We want to
use visuals, we want to share narratives, provide value, encourage interactions,
and that will.
Speaker 2 (10:09):
Lead to increased engagement.
Speaker 1 (10:13):
Step one, understand the importance of social media engagement. Recognize
that engagement goes beyond posting content. It's about creating meaningful interactions.
Understand that engage followers are more likely to increase spending
and share your content.
Speaker 2 (10:32):
Number two. Craft compelling content.
Speaker 1 (10:35):
Tail your content to your target demographics, interests, pain points,
and preferences. Use images and videos for higher engagement. Share
customer success stories and behind the scene glimpses. Encourage interactions
by posing questions and running polls. Share useful tips, how
(10:56):
to guides or industry insights. Tap into trending topics relevant
to your industry. So I want to quickly jump in
on trending topics. You do not want to make this
all that you do, it's important to do it. Don't
get me wrong, but I feel like sometimes what happens
when folks are consuming your content, it can almost feel
(11:19):
like you're just covering something. So you could get some
kind of you know, algorithm boost, which is okay if
that's what you're into. But really, what we're preaching to
you is forming true human connections through social media. It's
not so much how many views you got. It's not
(11:40):
so much if the posts were viral. It's really what
kind of results did we get in terms of human connections.
Did we create a new volunteer, did we find a
new major donor, Did we find our new director of membership,
our new director of development, did we find a new
(12:01):
team member? So make sure that you keep your eyes
on the prize in terms of your organizationals, organization's big
picture goals, not the vanity metrics. Again, if that's what
you're here for, that's okay too. I used to be
a vanity metrics chasing myself. On my first TikTok account.
(12:22):
We had several videos that did over a million views
and I was hyped, but it didn't bring the human
connection that I was looking for. On some of my
smaller accounts, for example, my NBA account, I think we
have thirteen thousand followers on TikTok, which is okay, but
we have genuine connections.
Speaker 2 (12:43):
We have a hyper engaged audience.
Speaker 1 (12:48):
Where on my primary account, the first account with millions
of views on the videos over one hundred and thirty
thousand followers, we just don't have those true connections. So
make sure you lock in on a on the north star.
Whatever the north star is for your social media platforms,
align it with your organizational values, and you'll have magic
(13:12):
occur when you go online. Next up, we want to
go into step three. Develop a content creation and scheduling strategy.
Speaker 2 (13:22):
Strategy.
Speaker 1 (13:23):
Create a content calendar outlining outlining what to post when
and on which platforms, set aside time for batch content creation.
Repurpose content across different formats and platforms. Use scheduling tools
like hoot Suite or Buffer for consistent posting. Analyze platform
(13:44):
analytics to determine optimal posting times. So I do have
a side note on this one, especially when it comes
to repurposing. Like I said earlier, very important. Yes, repurpose
your content, but make sure you are making those adjustments
to fine tune the content for the respective platform. Don't
(14:08):
want to be out here posting the same content word
for word, verbatim, same format and everything unless the platforms
are congruent. For example, Facebook and Instagram, you could very
much post a Facebook real and an Instagram Real, no problem, mo.
There's even a feature within meta where you can actually
(14:31):
do that, right. But once you take that same video
over to X, there's a couple of issues that arise.
First of all, the way it's going to look on
the feed, you might have your nose and below block
because it changes the aspect ratio of your video. And
then you have character count limitations, so you might lose
a part of your text. So just be really mindful
(14:53):
of the platforms you're repurposing on and make the necessary adjustments.
Speaker 2 (14:59):
Next up, let's talk about step four.
Speaker 1 (15:01):
Implement audience segment segmentation and personalized interactions. Divide your audience
based on demographics, interest, behavior, and engagement level. Create content
that speaks directly to each segment's interests or needs. Use
platform advertising tools or highly targeted content delivery. Tailor your
(15:25):
interactions based on audience segments. So for the ads for
the advertisement tools, if you are not there yet where
you're not running ads, I wouldn't rush into that. So
I have to mention it because some folks are in
different are in different seasons of their journey, so I
want to make sure I put it out there. It
(15:46):
is definitely worth your time and your while to create
a line in your advertising budget advertising budget for online
social media ads. When I tell you, we have seen
so much growth, whether it's in my day job or
with my clients, we see across the board when folks
(16:08):
have super targeted advertisement campaigns that they get the traffic
and results they are looking for. It's just a matter
of how much money do you have to play with? Okay,
So please don't feel like you need to go start
running ads today. If you do need help, just shoot
me an email and we can connect. You can reach
(16:29):
me at robindot Nathaniel at gmail dot com. Now let's
take a look at this exercise. Now we're talking about
audience segmentation, and I'm going to give you a superhero
hack at the end of this that will really help you.
So look at the segments like this, you can think
about like what their identity is or what they're known as,
(16:50):
or known for. You can have a segment of young professionals,
you can have a segment of parents, you can have
a segment of seniors. Then characteristics would be more their
age and their focus.
Speaker 2 (17:01):
Let's say the young professionals are.
Speaker 1 (17:03):
Twenty five to thirty five and their career focus, the
parents are thirty to forty five family oriented, and the
seniors are over sixty and retirement focused. And then you
can have the engagement strategy for the young professionals.
Speaker 2 (17:16):
Maybe we'll give career tips and industry trends.
Speaker 1 (17:19):
For the parents, maybe we'll talk about family related content
and parenting advice. And then if it's for the seniors,
we can give health tips and leisure activities. One superhero
hack I want to change when it comes to creating
this audience segmentation and identifying your ideal client profiles.
Speaker 2 (17:42):
Right, this is the hack.
Speaker 1 (17:44):
Don't look at it as just a demographics exercise. Let
me repeat that, Do not look at it like it's
just a demographics exercise. Look at it as if it's
a value based exercise. The hack is not just looking
at the demographics. It's also going deep into the person's values.
(18:09):
And if you want to go even deeper, with the
Ninja Trek here, give each audience segmentation member an avatar profile.
Give them a name. So for example, let's go back
and take a look. Let's say the young professional his
name is Jim. The parents could be Sue and Dan,
(18:33):
and then the senior can be Jeffrey. Right now, you
have that written somewhere for your team, so when you
guys are in meetings, you can be like, well, this
post is for Jeffrey, and when you're speaking to the audience,
you can speak as if you are talking directly to Jeffrey.
I just wouldn't recommend using his name when you actually
release the content, but that's a trick that works really
(18:56):
well to get your team on board and also to
create that shift where you guys are speaking directly to.
Speaker 2 (19:05):
Different audience groups.
Speaker 1 (19:08):
Next, this is another advanced tip for step five. Leverage
user generated content UGC. Run contest, contests or campaigns, encouraging
followers to create brand related content. Regularly feature UGC on
your platforms. Always respond to and engage with UGC even
(19:29):
if you're not featuring it. Ask for permission and give
credit when using someone's content, And last, encourage the use
of a specific brand hashtag for UGC.
Speaker 2 (19:40):
So if you don't have.
Speaker 1 (19:41):
Budget to pay a big time creator, a lot of
times you can find UGC creators right in your community.
Speaker 2 (19:50):
Huh.
Speaker 1 (19:51):
Depending on your organization, you might even be able to
leverage some of your team members to go online and
be brand and beast and advocates and UGC creators for
you online. So don't feel like you need to hire
a famous TikToker to do this. This could be within
your organization, even partnering with other nonprofits that you have
(20:17):
some kind of connection with and seeing if you guys
could trade off and promote each other through the content.
Speaker 2 (20:25):
Number six.
Speaker 1 (20:26):
Utilize and analyze tools and adapt strategies. Familiarize yourself with
platform specific analytics tools. Focus on metrics aligned with your goal,
like engagement, rate, reach, and conversions. Set up a system
for regular reporting and analysis. Conduct ab tests on different
types of content. This is huge, especially when it comes
(20:50):
to video versus photography. Make sure you are trying different
posting times and engagement strategies, and use data to refine
and prove your strategies continuously.
Speaker 2 (21:03):
Number seven. Build a vibrant, interactive community.
Speaker 1 (21:07):
Respond to comments, messages, and mentions promptly. Start discussions related
to your industry or brand. Feature community members regularly host
live Q and A sessions or product demonstrations. Create exclusive
communities for your most engaged followers. And involve your community
(21:27):
in content creation through polls or idea sourcing. Here are
some action items for you. One develop a comprehensive social
media strategy based on these steps. Two create a content
calendar for the next month. Three step up analytics tracking
(21:48):
for all of your social media platforms, and three plan
and launch a UGC campaign.
Speaker 2 (21:55):
Now I talked about that resource that we have for you.
Speaker 1 (21:58):
That ebook is your All you have to do is
visit landthtalk dot com and you'll get an email with
a link.
Speaker 2 (22:07):
To all of our free resources.
Speaker 1 (22:09):
Remember the name of this bundle is called the Reputation Revolution.
Speaker 2 (22:14):
This has been an absolute blast.
Speaker 1 (22:16):
Remember there are only a few episodes left, and I
did promise you a special announcement. The special announcement is
that I am in the process of working on.
Speaker 2 (22:28):
My very first book.
Speaker 1 (22:31):
Yes, yes, it is time, something that I've wanted to
do for a really long time. I've honestly been preying
on it thinking about it. Do I have the time,
do I have the band with what will the topic be.
And finally, I just had an interview actually with a
gentleman named David, and he asked me these questions that
I really wasn't prepared for. I came into it thinking about,
(22:54):
all right, so I got these social media answers I'll
give his audience like this crash course, and he was
asking me questions that were deep questions about my mom,
my brother, my TEDx talk you know, man, and it
hit home for me. And that night I was like,
I'm gonna write this book and I just started. So
(23:15):
I'm in the process now of working with the editor
to kind of clean up everything that I like through
at the wall, to kind of structure it, make it
neat and pretty, and I'm hoping it's out in twenty
twenty five. I think it's going to be out really soon,
because the wheels are turning really fast. But I just
wanted to let you know that at the end of
this season, when we finish our last episodes and we
(23:37):
take our little hiatus break for season at the end
of season one, I'm really going to dig into promoting
that book and getting it out to the people. So
until we meet next week, this is land to talk,
Please share with a friend.
Speaker 2 (23:48):
We'll talk to you soon.
We see so many people who come into our community
and when you check out their social media, all they're
doing is promoting.
Speaker 2 (00:08):
Huh, Like all they.
Speaker 1 (00:10):
Are doing is promoting. We have an event on Saturday.
Make sure you come donations. You know, we're collecting donations
for this Like it's always a hey, look at us,
this is what we're doing as opposed to really dialing
in to the stories of the people you serve. Welcome
(00:34):
back to Land the Talk. I am your host, Robin Nathaniel.
We are cooking up another solo episode for you. Don't worry.
We will have more guests come back onto the show,
but for now, I want to make sure I continue
to dig into the series that we started last week.
(00:55):
I mentioned last week that we would likely have a
part two and may be a part three.
Speaker 2 (01:01):
It looks like we're gonna go three parts.
Speaker 1 (01:02):
I looked at this twenty six slide masterpiece of a
presentation that I prepared for you, and I said, you
know what, there is no way then I'm gonna do
this in one episode. So I said, maybe we'll do
it in two. But then I took a look again
and I said, it looks like we'll do three parts.
Likely next week we'll probably have an interview. If not,
(01:25):
we'll throw out part three for you. Any way you
look at it. You know, our primary objective here is
to make sure that we're offering limitless value for you,
whether that's trainings, updates, inspiration from guests, play by play,
advice on how you can land your first TED talk,
(01:47):
and more.
Speaker 2 (01:48):
With that being said, I do have an announcement.
Speaker 1 (01:51):
I'll share it towards the end of the episode, but
I want to go ahead and get in to part
two of this training. The training is called Digital Reputation,
Branding and Social Media for Nonprofits Part two. I want
to make sure you know that there is a resource
(02:12):
that accompanies this training. It's for free. At the end
of the episode, I will let you know how you
can get it. If you tuned in last week, you
probably already have it. It's an ebook that we're calling
Reputation Revolution. There's also some other resources in that bundle,
including some checklists and some AI prompts. I believe it's
(02:33):
just a really huge value and it costs you absolutely nothing.
You get it for free just by being a part
of our community here. Now, really, folks don't put a
lot of thought into their digital reputation when it comes
to social media. And this is a conversation that I
want to have more with nonprofits, mission driven leaders, purpose
(02:54):
driven leaders, and just giving them another take on what
they are and what they represent I should say when
they're online.
Speaker 2 (03:04):
So let's jump right into it.
Speaker 1 (03:07):
First things first, let's talk about some best practices. If
you're listening at home and you're not watching the YouTube
version of this episode, I would strongly encourage you to
check out the YouTube version, but I'm going to do
my best to describe what's on the screen. So right now,
I have a chart here. It's kind of a flow
chart that guides you through creating engaging social media content.
(03:29):
So really, these are just best practices for engagement in
order for you to reach social media mastery levels. First
step is understanding your audience. People create social media accounts sometimes,
and when I tell you, if I could tell you
how many nonprofits I see starting up putting out content
(03:56):
blindly without having a firm grasp on who they're speaking
to and what message they're trying to convey to their audience.
Like if I had a buffalo nickel for every one
of those, I would probably be a multi millionaire. With
that said, I want to make sure we equip you
to have the necessary tools to be successful, especially if
(04:20):
you're first starting out, So understanding your audience. We'll talk
a little bit about that in a minute on ways
that you can do that. Next, you want to tailor
your content, especially when you think about being on different platforms.
Oftentimes people create content in general, then they repurpose that
content across social media platforms. However, the way you frame
(04:44):
something on let's say Instagram specifically, talking about maybe the
captions right, not so much your creative assets, but the
captions like people put anything out, people are not really formatting,
and if they are, their advance right On LinkedIn, however,
if you got to spend any time on LinkedIn, you
(05:05):
understand that formatting and line breaks and white space is
a priority for those high level content creators and brands.
So you want to make sure that you're being mindful
of where you are, you know, in the social media landscape,
right Like, if you're on X or Twitter, that's a
(05:25):
different vibration than you're gonna have on Facebook, So you
want to be really mindful of that. Oftentimes that is ignored.
So after you tailor your content, you want to use visuals.
We are pushing people to test more video content in
twenty twenty five. However, graphics and photos still work, so
I wouldn't eliminate that from your strategy. But definitely something
(05:49):
you want to expand on in twenty twenty five is
trying out some video content. And also if you're on
platforms like X like lengthen it's okay to test out
text only content, share narratives. And especially for my nonprofit
folks out there, this is definitely for you. This is
something that we see. We see so many people who
(06:12):
come into our community and when you check out their
social media, all they're doing is promoting. Huh, Like, all
they are doing is promoting. We have an event on Saturday.
Make sure you come donations. You know, we're collecting donations
for this, Like it's always a hey, look at us,
this is what we're doing as opposed to really dialing
(06:35):
in to the stories of the people you serve, of
the stories for the people who work for you, and
also the stories of your primary stakeholders, your major donors.
Speaker 2 (06:47):
How did you guys get connected?
Speaker 1 (06:49):
Why did they decide that your cause and your nonprofit
was the place that they wanted to pour in their resources,
and what you do is you attract similar stakeholders and donors.
So this is something you really don't want to miss.
You want to make sure that you're sharing narratives of
(07:10):
the people you serve, the people who support you, and
also of your team.
Speaker 2 (07:14):
Also, you want to provide value.
Speaker 1 (07:16):
I'm almost in twenty twenty five thinking about just coining
a whole new phrase for this, because if I hear
somebody say provide value again, I might throw up a
little bit in my mouth.
Speaker 2 (07:25):
Yeah, I might do that. But you do want to
offer value encourage interaction. This is huge. So for social
I had a call last night with.
Speaker 1 (07:37):
Our podcast network and we were talking about ways to
kind of encourage people to get engaged on your social
media content. And one thing that's kind of a hack
that people do a lot on LinkedIn, but I don't
see it happening so much on the other platforms is
really getting into the comment section of those accounts that
(08:00):
you want to be aligned with or you aspire to
be and look like. Right, So let's say you are
a small nonprofit that helps youth local underserved youth in
your neighborhood. You want to look to the Boys and
Girls Club of America. Huh, you want to look to
the YMCA of the USA. Come on, right, you want
(08:21):
to look to those larger nonprofits. Jump into their comment sections,
get into those conversations to see if you can kind
of connect with their community, but also see if you
can just stir up some algorithm signals for whatever platform
you're on. So that's something that's huge. You want to
encourage the interactions. And one more tip on that. When
(08:44):
you're in the comment section, make sure you address what's happening. Oftentimes,
especially with people who are using AI auto responders, they're
using AI agents to respond on their behalf and in
wild generic comments these days, when I tell you, huh,
listen one of like you'll get an AI agent that'll
(09:07):
be like, oh my god, thank you so much for
your adventurous insight.
Speaker 2 (09:12):
Appreciate you. Please follow us.
Speaker 1 (09:14):
Like dude, you got robot written all over your forehead.
With that said, what I would recommend is making it
a task for your team, your interns, or if it's
you and your small operation, It's okay to leave a
sentence or two. It could be as simple as yes,
(09:37):
I agree with that and I'd like to add this
and then insert question here. End on the question, somebody
might respond, and if they do respond, you might actually
get some back and forth and a legit conversation. Last
step is or not the last step. The result is
(09:58):
increased engagement. So just to recap, we want to have
audience understanding. We want to tailor content. We want to
use visuals, we want to share narratives, provide value, encourage interactions,
and that will.
Speaker 2 (10:09):
Lead to increased engagement.
Speaker 1 (10:13):
Step one, understand the importance of social media engagement. Recognize
that engagement goes beyond posting content. It's about creating meaningful interactions.
Understand that engage followers are more likely to increase spending
and share your content.
Speaker 2 (10:32):
Number two. Craft compelling content.
Speaker 1 (10:35):
Tail your content to your target demographics, interests, pain points,
and preferences. Use images and videos for higher engagement. Share
customer success stories and behind the scene glimpses. Encourage interactions
by posing questions and running polls. Share useful tips, how
(10:56):
to guides or industry insights. Tap into trending topics relevant
to your industry. So I want to quickly jump in
on trending topics. You do not want to make this
all that you do, it's important to do it. Don't
get me wrong, but I feel like sometimes what happens
when folks are consuming your content, it can almost feel
(11:19):
like you're just covering something. So you could get some
kind of you know, algorithm boost, which is okay if
that's what you're into. But really, what we're preaching to
you is forming true human connections through social media. It's
not so much how many views you got. It's not
(11:40):
so much if the posts were viral. It's really what
kind of results did we get in terms of human connections.
Did we create a new volunteer, did we find a
new major donor, Did we find our new director of membership,
our new director of development, did we find a new
(12:01):
team member? So make sure that you keep your eyes
on the prize in terms of your organizationals, organization's big
picture goals, not the vanity metrics. Again, if that's what
you're here for, that's okay too. I used to be
a vanity metrics chasing myself. On my first TikTok account.
(12:22):
We had several videos that did over a million views
and I was hyped, but it didn't bring the human
connection that I was looking for. On some of my
smaller accounts, for example, my NBA account, I think we
have thirteen thousand followers on TikTok, which is okay, but
we have genuine connections.
Speaker 2 (12:43):
We have a hyper engaged audience.
Speaker 1 (12:48):
Where on my primary account, the first account with millions
of views on the videos over one hundred and thirty
thousand followers, we just don't have those true connections. So
make sure you lock in on a on the north star.
Whatever the north star is for your social media platforms,
align it with your organizational values, and you'll have magic
(13:12):
occur when you go online. Next up, we want to
go into step three. Develop a content creation and scheduling strategy.
Speaker 2 (13:22):
Strategy.
Speaker 1 (13:23):
Create a content calendar outlining outlining what to post when
and on which platforms, set aside time for batch content creation.
Repurpose content across different formats and platforms. Use scheduling tools
like hoot Suite or Buffer for consistent posting. Analyze platform
(13:44):
analytics to determine optimal posting times. So I do have
a side note on this one, especially when it comes
to repurposing. Like I said earlier, very important. Yes, repurpose
your content, but make sure you are making those adjustments
to fine tune the content for the respective platform. Don't
(14:08):
want to be out here posting the same content word
for word, verbatim, same format and everything unless the platforms
are congruent. For example, Facebook and Instagram, you could very
much post a Facebook real and an Instagram Real, no problem, mo.
There's even a feature within meta where you can actually
(14:31):
do that, right. But once you take that same video
over to X, there's a couple of issues that arise.
First of all, the way it's going to look on
the feed, you might have your nose and below block
because it changes the aspect ratio of your video. And
then you have character count limitations, so you might lose
a part of your text. So just be really mindful
(14:53):
of the platforms you're repurposing on and make the necessary adjustments.
Speaker 2 (14:59):
Next up, let's talk about step four.
Speaker 1 (15:01):
Implement audience segment segmentation and personalized interactions. Divide your audience
based on demographics, interest, behavior, and engagement level. Create content
that speaks directly to each segment's interests or needs. Use
platform advertising tools or highly targeted content delivery. Tailor your
(15:25):
interactions based on audience segments. So for the ads for
the advertisement tools, if you are not there yet where
you're not running ads, I wouldn't rush into that. So
I have to mention it because some folks are in
different are in different seasons of their journey, so I
want to make sure I put it out there. It
(15:46):
is definitely worth your time and your while to create
a line in your advertising budget advertising budget for online
social media ads. When I tell you, we have seen
so much growth, whether it's in my day job or
with my clients, we see across the board when folks
(16:08):
have super targeted advertisement campaigns that they get the traffic
and results they are looking for. It's just a matter
of how much money do you have to play with? Okay,
So please don't feel like you need to go start
running ads today. If you do need help, just shoot
me an email and we can connect. You can reach
(16:29):
me at robindot Nathaniel at gmail dot com. Now let's
take a look at this exercise. Now we're talking about
audience segmentation, and I'm going to give you a superhero
hack at the end of this that will really help you.
So look at the segments like this, you can think
about like what their identity is or what they're known as,
(16:50):
or known for. You can have a segment of young professionals,
you can have a segment of parents, you can have
a segment of seniors. Then characteristics would be more their
age and their focus.
Speaker 2 (17:01):
Let's say the young professionals are.
Speaker 1 (17:03):
Twenty five to thirty five and their career focus, the
parents are thirty to forty five family oriented, and the
seniors are over sixty and retirement focused. And then you
can have the engagement strategy for the young professionals.
Speaker 2 (17:16):
Maybe we'll give career tips and industry trends.
Speaker 1 (17:19):
For the parents, maybe we'll talk about family related content
and parenting advice. And then if it's for the seniors,
we can give health tips and leisure activities. One superhero
hack I want to change when it comes to creating
this audience segmentation and identifying your ideal client profiles.
Speaker 2 (17:42):
Right, this is the hack.
Speaker 1 (17:44):
Don't look at it as just a demographics exercise. Let
me repeat that, Do not look at it like it's
just a demographics exercise. Look at it as if it's
a value based exercise. The hack is not just looking
at the demographics. It's also going deep into the person's values.
(18:09):
And if you want to go even deeper, with the
Ninja Trek here, give each audience segmentation member an avatar profile.
Give them a name. So for example, let's go back
and take a look. Let's say the young professional his
name is Jim. The parents could be Sue and Dan,
(18:33):
and then the senior can be Jeffrey. Right now, you
have that written somewhere for your team, so when you
guys are in meetings, you can be like, well, this
post is for Jeffrey, and when you're speaking to the audience,
you can speak as if you are talking directly to Jeffrey.
I just wouldn't recommend using his name when you actually
release the content, but that's a trick that works really
(18:56):
well to get your team on board and also to
create that shift where you guys are speaking directly to.
Speaker 2 (19:05):
Different audience groups.
Speaker 1 (19:08):
Next, this is another advanced tip for step five. Leverage
user generated content UGC. Run contest, contests or campaigns, encouraging
followers to create brand related content. Regularly feature UGC on
your platforms. Always respond to and engage with UGC even
(19:29):
if you're not featuring it. Ask for permission and give
credit when using someone's content, And last, encourage the use
of a specific brand hashtag for UGC.
Speaker 2 (19:40):
So if you don't have.
Speaker 1 (19:41):
Budget to pay a big time creator, a lot of
times you can find UGC creators right in your community.
Speaker 2 (19:50):
Huh.
Speaker 1 (19:51):
Depending on your organization, you might even be able to
leverage some of your team members to go online and
be brand and beast and advocates and UGC creators for
you online. So don't feel like you need to hire
a famous TikToker to do this. This could be within
your organization, even partnering with other nonprofits that you have
(20:17):
some kind of connection with and seeing if you guys
could trade off and promote each other through the content.
Speaker 2 (20:25):
Number six.
Speaker 1 (20:26):
Utilize and analyze tools and adapt strategies. Familiarize yourself with
platform specific analytics tools. Focus on metrics aligned with your goal,
like engagement, rate, reach, and conversions. Set up a system
for regular reporting and analysis. Conduct ab tests on different
types of content. This is huge, especially when it comes
(20:50):
to video versus photography. Make sure you are trying different
posting times and engagement strategies, and use data to refine
and prove your strategies continuously.
Speaker 2 (21:03):
Number seven. Build a vibrant, interactive community.
Speaker 1 (21:07):
Respond to comments, messages, and mentions promptly. Start discussions related
to your industry or brand. Feature community members regularly host
live Q and A sessions or product demonstrations. Create exclusive
communities for your most engaged followers. And involve your community
(21:27):
in content creation through polls or idea sourcing. Here are
some action items for you. One develop a comprehensive social
media strategy based on these steps. Two create a content
calendar for the next month. Three step up analytics tracking
(21:48):
for all of your social media platforms, and three plan
and launch a UGC campaign.
Speaker 2 (21:55):
Now I talked about that resource that we have for you.
Speaker 1 (21:58):
That ebook is your All you have to do is
visit landthtalk dot com and you'll get an email with
a link.
Speaker 2 (22:07):
To all of our free resources.
Speaker 1 (22:09):
Remember the name of this bundle is called the Reputation Revolution.
Speaker 2 (22:14):
This has been an absolute blast.
Speaker 1 (22:16):
Remember there are only a few episodes left, and I
did promise you a special announcement. The special announcement is
that I am in the process of working on.
Speaker 2 (22:28):
My very first book.
Speaker 1 (22:31):
Yes, yes, it is time, something that I've wanted to
do for a really long time. I've honestly been preying
on it thinking about it. Do I have the time,
do I have the band with what will the topic be.
And finally, I just had an interview actually with a
gentleman named David, and he asked me these questions that
I really wasn't prepared for. I came into it thinking about,
(22:54):
all right, so I got these social media answers I'll
give his audience like this crash course, and he was
asking me questions that were deep questions about my mom,
my brother, my TEDx talk you know, man, and it
hit home for me. And that night I was like,
I'm gonna write this book and I just started. So
(23:15):
I'm in the process now of working with the editor
to kind of clean up everything that I like through
at the wall, to kind of structure it, make it
neat and pretty, and I'm hoping it's out in twenty
twenty five. I think it's going to be out really soon,
because the wheels are turning really fast. But I just
wanted to let you know that at the end of
this season, when we finish our last episodes and we
(23:37):
take our little hiatus break for season at the end
of season one, I'm really going to dig into promoting
that book and getting it out to the people. So
until we meet next week, this is land to talk,
Please share with a friend.
Speaker 2 (23:48):
We'll talk to you soon.
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