April 4, 2025 • 22 mins
In this video, Robin Nathaniel reveals the secrets that they don't want you to know about social media. Watch now to uncover the truth!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
I've been on the hilltop about it in my personal communities,
but I've never expressed it publicly on this show or
in any social media content, no written content, anything. So
you want to buckle up, Listen up, clothes, I'm about
to drop a bomb with you. I am in my
forty so a lot of the people that I talk
(00:22):
to are really not up on social media strategy, specifically
the nonprofit leaders that I connect with, some of my
speaker friends from the tedex communities that I'm a part of,
and it just seems like people don't know what's going on.
This thing moves so fast, and honestly, I'm a professional
in the space, and it's difficult for me to keep up.
(00:44):
I get a ring alert from Dagon Adam Mosei from
Instagram telling me that I need to do this and
lean into that, and then the next day a new
platform pops off and Instagram copies that and they change
their entire algorithm. I understand the confusion. I understand that
it can be tough, but that's why we're here. Welcome
(01:05):
to Land the Talk. I am your host, Robin Nathaniel.
We are a part of nineteen Media's podcast network and
I'm proud to be here to just connect with you today. Now,
a few housekeeping notes before we start talking about social
media strategies. For the most part this season, we've been
interviewing TEDx speakers as well as experts, industry experts from
(01:31):
those particular feels. We had an email marketing expert, we
had a branding expert, and we just continue to provide value.
We've had a tech X coach, a couple of X
coaches on. We've also had a TEDx organizer who gave
tons of nuggets on how you can apply for her
TEEDX event, but also other events all around the world.
(01:55):
And I'm proud to say this is episode twenty five.
We're gonna do one season here. We're almost done with
season one, and then as we go into season two,
we'll have some more cool interviews. But also that leads
me to this conversation. I've done a bunch of solo
episodes this season as well, and honestly, those videos have
performed pretty well. And honestly, I just love being in
(02:17):
my bag, connecting with you and sharing all of the
knowledge that I have inside of this dome of minds.
But I want to also point out that if you're
watching the video version of this episode, you notice things
might look a little different.
Speaker 2 (02:32):
I just turned all my normal studio set up.
Speaker 1 (02:35):
To be honest, I was fronting for most of the season,
trying to come in here like combing my hair, like
wearing button up shirts, looking like I was going to
freaking work right, And honestly, I realized over the last
couple solo episodes that I'm a little more comfortable just.
Speaker 2 (02:52):
Being in my own, my at home gear.
Speaker 1 (02:55):
But also just showing up in my podcast studio the
way I like to show up. So moving forward, you
guys are gonna get more of this for the next season.
But I just wanted to start now and just kind
of let the cat out of the bag that you know,
in all honesty and just speaking real.
Speaker 2 (03:11):
One thing about me.
Speaker 1 (03:12):
If you know me, you know that I'm okay with
raising my hand and letting you know when I messed up,
and I messed up. I tried to come in here
buttoning up my shirt and stuff, and it ain't even
that kind of vibration. Now, if you see me at work,
you'll see me dressed up like that. If you see
me at a certain kind of a business meeting, yes,
but in this space were just hanging out. We're just friends,
and I just want to make sure you're as comfortable
(03:35):
as possible and in order to do in order to
do that, I need to be as comfortable as possible.
So let's get into today's lesson Digital Reputation, branding and
Social Media for Nonprofits, Part three. If you haven't checked
out the other two episodes, please go check them out
super Valuable and this is the final installment. So I
(03:57):
wanted to make sure that I tied it all together
for you, and I'm confident that you're going to get
tons of value here. So let's dig right on in.
First things First, you got to have a proactive and
strategic audience engagement across all platforms. And you want to
have proactive and strategic audience engagement across all platforms. I
(04:18):
understand that it can be really, really confusing for folks,
especially if you're new to social media. You're a grown
grown up, you got kids, but you have to lead
this organization. You're trying to raise money for a mission.
You're trying to keep the lights on and make sure
that operating costs are balanced out and that you guys
are getting the revenue needed to keep funding the movement.
Speaker 2 (04:39):
I understand. I've been there.
Speaker 1 (04:41):
I was in nonprofit leadership for ten years in my career,
huge twenty three million dollar budget for our building and
we had to do that, so I can totally relate
to it. But when it comes to social media, if
you're successful at what you're doing, you haven't been using
social Sometimes we feel like it's not a priority. Sometimes
we feel like it's not a necessity. I'm here to
let you know that, in fact, it is. So to
(05:04):
truly connect with your audience, you need to master engagement
across diverse platforms. And here's how understand platform diversity. Recognize
that each platform has its own personality, its own user base,
and its own unwritten rules. Familiarize yourself with the nuances
(05:25):
of major platforms. For example, LinkedIn is for professional networking
B to B communication. I will add to that that
with LinkedIn there is an entire new fleet and wave
of creators coming to the platform, so there will be
people on there that don't fit the traditional mold of
(05:46):
what you expect from LinkedIn content. Next, Facebook broad audience
community building. That's where you might see your grandma or
your Auntie hanging out, Instagram, visual content, lifestyle branding, Twitter,
akax real time updates, concise messaging, TikTok short form video,
(06:08):
trending content. It's very important to know that the tiktokification
of social media went down.
Speaker 2 (06:15):
That phrase.
Speaker 1 (06:16):
The first time I heard it was from Gary Vanderchuks
Gary van Yirchuk's book Attention Day Trading Attention Day Trading,
I believe, so that term is really what it is
right now, where every platform including LinkedIn, including Facebook, Instagram,
and x YouTube as well, are all following the tick
(06:39):
talk format, which is vertical videos and an algorithm that
serves people's interests as opposed to who they're following and
their followership. We'll talk more about that in a minute.
Speaker 2 (06:50):
Though.
Speaker 1 (06:50):
YouTube is long form video, also short form video now
and educational content. Reddit niche communities in Depth discussions, Pinterests
for visual discuss ivery, DIY and lifestyle content. I want
to add one more to this one because this is
huge and I've been on the hilltop about it in
my personal communities, but I've never expressed it publicly on
(07:13):
this show or in any social media content, no written
content anything. So you want to buckle up listen up, clothes,
I'm about to drop a bomb on you. We are
in the midst of a shift in social media in
my opinion, right, this is me doing my no shradamis deal.
Speaker 2 (07:33):
Right.
Speaker 1 (07:34):
Every few years we have a shift. TikTok was the
biggest shift of this particular era. AI then came along
and added to that, and now we have another shift.
And what that shift is, in my humble opinion, is
the shift from prioritizing followership versus prioritizing subscriptions.
Speaker 2 (07:59):
And I'll explo quickly.
Speaker 1 (08:00):
So on Instagram, for example, you can subscribe to people's
pages like it's fine, there's a little bit of money,
you get, whatever it is. You can also do the
same thing on YouTube, where you can get membership. Fine,
I get it, But the model is not the priority.
That's almost like a add on to what the priority
(08:22):
is on those particular platforms, and their business model is
built on you know it, I know it advertisement. Those
platforms want to keep people on as long as possible
so they can get eyes on it. So for you,
as a nonprofit leader, you want to be really mindful
of that, especially if one of your primary objectives is
to increase fundraising efforts, but also to optimize and maximize
(08:49):
the amount of reach and awareness that you can create
for your mission and or organization. So when we talk
about subscription, there as a platform that is buzzing right
now and you need to check it out, especially if
you're a small nonprofit organization like a one person operation,
or if you have a team of less than twenty five.
This is something for your marketing you want to consider,
(09:10):
and that is Substack. Yes, Substack, if you haven't heard
of it, it's pretty much started as a newsletter platform,
but they've integrated a social media component into their app
and it is a game changer. Basically, what it does
is gives you the opportunity to engage with people like
(09:31):
you would on a Twitter or a Facebook. Even you
can post videos, you can post written content, pictures, but
the whole app is built on people subscribing and actually
if you are providing value, donating or paying to subscribe,
(09:53):
it's huge. So I can do more on substack. If
you guys are interested in that, let me know in
the comments of the the YouTube version of this episode,
or shoot me an email at robindot Nathaniel at gmail
dot com. Let's keep moving because we got more to cover.
So we talked about the platforms. Let's jump into creating
(10:17):
content for those platforms. Step two. You have to create
platform appropriate content. For example, you want to adapt your
message for each platform while maintaining core brand identity.
Speaker 2 (10:28):
Use platform specific features.
Speaker 1 (10:30):
For example, on Instagram you want to use stories, reels,
Twitter you want to use polls. Optimize content for each
platform's preferred format. Adjust your tone to fit each platform.
So when you're on LinkedIn, you don't want to be
on LinkedIn talking about some WTF SMHL. Maybe once in
(10:52):
a while, like right, but don't go too far. I
have one of my homies. We were in a chat,
one of my digital homies on linked In and we
were talking about my tone on LinkedIn, and lately my
tone has been very revolutionary. I'm like, hey, like listen,
everybody stop copying each other. Let's have our own unique voices.
(11:14):
We need new voices in this space. And I've been
doing this real like fisted up type of tone. And
he said, I love that. I have something I want
to share with you, and he shared me. He shared
with me a post of his and in the first
line of the posts, he was like, I don't give
an ap for something like that.
Speaker 2 (11:31):
And I was like, whoa like with the hard FU
and the C and the K. I was like no, no,
no no. I was like, wait a minute.
Speaker 1 (11:40):
I understand that you want to actually present a strong
stance on this, but like, I think that's a little
too far. So there is room to experiment with your
tone when it comes to these platforms, but overall, try
to stay the course of what the majority of folks
do there. You don't want to go so far that
you push people away. Keeping your brand voice consistent, Schedule
(12:02):
posts accordingly to each platform's peak engagement times. Now here's
a little flow chart I wanted to share with you
on how to adapt content to different platforms.
Speaker 2 (12:14):
First off, on the far left there.
Speaker 1 (12:16):
If you're listening at home, I'll try to explain this,
but if you're watching that left arrow there, adjusting the format,
optimize content to fit the platform specific preferences such as
image size.
Speaker 2 (12:27):
And video orientation.
Speaker 1 (12:29):
It's worth noting that on Instagram recently there was an
update where their feed.
Speaker 2 (12:34):
Aspect ratio is changed.
Speaker 1 (12:36):
That's something you want to take into consideration as a
leader in your organization, and also making sure that your
team is up to speed on that. Also, the next
little arrow there is use platform features, Leverage unique features
like polls and story sandhance engagement, schedule timing, post content
during peak engagement times, using analytic tools. Modify your tone
(12:58):
tailor the tone of your voice to match the platform's audience.
Maintaining brand consistency. Here's an exercise for you. Create an
adaption table. On the left column, there you see the platforms.
The second column is content type, third tone, and the
fourth column.
Speaker 2 (13:16):
Is specific features to use.
Speaker 1 (13:17):
So, for example, on LinkedIn, LinkedIn is the platform, the
content type would be industry insights, the tone would be professional,
and specific features could be articles and polls. For Instagram
it could be behind the scenes casual visual tone, and
the features could be stories or reels. And in Twitter
would be the platform. Content type will be quick updates,
(13:39):
the tone could be concise and witty, and again the
features could be polls and threads. Moving right along step three,
you want to build a unified brand presence, maintain visual
consistency across platforms.
Speaker 2 (13:53):
Your colors, your fonts, and imagery.
Speaker 1 (13:55):
I want to just add here that colors and fonts
is that's not your brand.
Speaker 2 (14:00):
That's a part of your brand that is not your brand.
Speaker 1 (14:02):
Though your brand is you, huh like, the fabric of
what you represent and how you make your audience feel.
Speaker 2 (14:16):
That's your brand. I'm just saying, I just had to
get that out there.
Speaker 1 (14:19):
Insure voice consistency while allowing for slight tonal variations. Keep
your core brand message and values clear across all platforms.
Implement cross platform storytelling to create cohesive narratives. And last,
for this step, run integrated campaigns across all platforms for
maximum impact. Step four listen and respond effectively. Use social
(14:45):
media listening tools to track brand mentions across platforms. Aim
to respond to comments, messages, and mentions within twenty four hours.
Now I want to jump in on this one because
I know folks are like, well, the heck you, I
gotta do all by myself. No, I think it's important
for us to delegate to folks in our organization that
(15:07):
can support.
Speaker 2 (15:08):
So, if you're in a leadership position and you.
Speaker 1 (15:10):
Have people who maybe have bandwidth that can be adjusted
and moved around a little bit, I would look at
it like their percentage of work.
Speaker 2 (15:19):
Right.
Speaker 1 (15:20):
So if I, let's say, for example, you have a
communication specialist on your team, and they're not focused on
social media right now. Let's say your communication specialist, the
majority of their work is working on your newsletter, which
let's say is fifty percent of their work for example.
Then they spend about thirty percent of their time preparing
(15:40):
for board meetings, and then they have another twenty percent
that they do on various administrative tasks.
Speaker 2 (15:48):
What I would do is i would bring.
Speaker 1 (15:49):
Them in for a meeting and I'll be like, Hey,
this is your one hundred percent, this is what's happening,
and what I'd like to do is make this adjustment
to include twenty five percent of your responsibilities to include
social media. We have to prioritize this stuff. We just
have to do it, Okay. So yes, So we talked
(16:16):
about aiming to respond to comments, messages, and mentions within
twenty four hours. That's when we just pulled our staff
member into the office and told them that we're going
to change up their workflow, address concerns publicly when appropriate
to show transparency. Now, this really depends on the type
of organization that you're in. I work with a local
(16:37):
government organization for my day job, but I also work
with a sexual abuse awareness advocacy center. That's super sensitive stuff, right,
So like, maybe that's not the kind of organization where
you want to go publicly trying to dispute something or
have a discussion you want to you might want to
(16:58):
take those discussions offline depending on the nature of your work.
Actively seek and acknowledge feedback from your audience. You gotta
do that. Develop a response god for your team to
ensure consistency and interactions. That's something that we see a
lot in the public sector where we have repeating messages
come over and over again, and it's something that I've
(17:18):
also seen in the nonprofit sector. So what we try
to do is build out a response library of canned
responses to commonly ask questions, so that way your team
is not every time trying to write something new, and
it also helps you to stay on brand with your messaging.
Speaker 2 (17:38):
Next up here, we're.
Speaker 1 (17:43):
Going to go to step five, leveraging user generated content effectively.
In a previous episode of this series, we did mention this,
but I want to go a little deeper on it.
So what you want to do is encourage yougc creation
through contests or campaigns. You can do that with your volunteers,
you can do that with your staff. You can do
that with people who support your organization as donors. Just
(18:07):
want to make sure you get people involved showcase UGC
regularly on your platforms.
Speaker 2 (18:14):
This is huge, guys. UGC is a two way street.
Speaker 1 (18:18):
And one thing that I see quite often is folks
will get into a relationship, some kind of business relationship
with a UGC content creator and then they expect the
content creator to put out the.
Speaker 2 (18:34):
Content on their page. And then that's kind of the
end of it.
Speaker 1 (18:37):
Where if you have someone working for you, you also
have access to that content. You should be publishing that
on your platform. I'll take it a step above. You
might want to consider running that content as an ad,
especially on meta ads, so you want to showcase them
(19:01):
regularly on your platform. You also want to give credit
when sharing UGC content. That's huge, Engage with UGC even
if you're not featuring it, and create a branded hashtag
for organizing and finding you GC. So let me jump
in on the hashtag piece. It's cool to do hashtags,
especially on Instagram, because you can easily track all of.
Speaker 2 (19:24):
The stuff that you've been working on.
Speaker 1 (19:26):
But just know that the way hashtags used to work
where it was like this asset that helped to make
your content more searchable.
Speaker 2 (19:36):
It's really not that anymore.
Speaker 1 (19:38):
It's more of kind of a novelty item, and there
is some value on certain platforms, but for example, on
a Twitter, for example, where they're now feeding you content
in a similar for you fashion, when you choose the
for you option, it's not as helpful. But again I
would still do it, especially if you're promoting a campaign
(19:59):
or if you have some something special happening with your organization.
Now here are some action items for you. I always
try to leave you with some action items at the
end of these episodes. So first things first, conduct a
platform audit to ensure your presence is optimized for each
If you need help with that, shoot me an email
(20:20):
and we can connect. Create a cross platform content strategy
for your next campaign, set up a social listening tool
to monitor brand mentions, and launch a UGC campaign with
a unique branded hashtag. Don't feel the pressure to have
to hire someone. This is something you can do with
(20:40):
your staff, this is something you can do with volunteers,
this is something you can do with your donors and members.
Speaker 2 (20:47):
And then the last thing, make sure you reach out
to me if you're interested. In working with me.
Speaker 1 (20:52):
You can visit bitly slash Robin for hire. That will
get us on a call together to just see if
I'd be a good fit for you. And you can
also just get more information about what I do at
Robinnathaniel dot com and of course follow me on social
at Robin Marx.
Speaker 2 (21:09):
That's robb I n M A r X.
Speaker 1 (21:12):
Now, before we finish up, I just want to follow
up on last episode I talked a little bit or
episode before last, I talked a little bit about me
working on my first book. It is going down, I said,
I hope to have it out in twenty twenty five.
When I tell you it is going down like right now,
like it is actually happening like right now. It is
(21:35):
not available for sale, yes yet. We're going to release
it in early May, it looks like. But I'm still
working on some finishing touches. But if you want to
stay in tune and know what's happening with that, please
make sure you subscribe to our newsletter at landththtalk dot com.
(21:55):
There's a paid version of it if you want to
be a paid subscriber. We're gonna doing some really cool
things over the next few months. But it is absolutely free.
If that is how you want to subscribe, that's fine too,
So please visit Landthetalk dot com so you can check
out the new book. And I think I'm actually going
to be working on a post for LinkedIn to announce
(22:16):
the book next week, so stay tuned for that. If
you need anything, don't hesitate to reach out. Wishing you
a blessed remainder of your week. Please tell a friend
about what we're doing here. We're excited about connecting with
you deeper.
Speaker 2 (22:29):
Talk to you soon,
I've been on the hilltop about it in my personal communities,
but I've never expressed it publicly on this show or
in any social media content, no written content, anything. So
you want to buckle up, Listen up, clothes, I'm about
to drop a bomb with you. I am in my
forty so a lot of the people that I talk
(00:22):
to are really not up on social media strategy, specifically
the nonprofit leaders that I connect with, some of my
speaker friends from the tedex communities that I'm a part of,
and it just seems like people don't know what's going on.
This thing moves so fast, and honestly, I'm a professional
in the space, and it's difficult for me to keep up.
(00:44):
I get a ring alert from Dagon Adam Mosei from
Instagram telling me that I need to do this and
lean into that, and then the next day a new
platform pops off and Instagram copies that and they change
their entire algorithm. I understand the confusion. I understand that
it can be tough, but that's why we're here. Welcome
(01:05):
to Land the Talk. I am your host, Robin Nathaniel.
We are a part of nineteen Media's podcast network and
I'm proud to be here to just connect with you today. Now,
a few housekeeping notes before we start talking about social
media strategies. For the most part this season, we've been
interviewing TEDx speakers as well as experts, industry experts from
(01:31):
those particular feels. We had an email marketing expert, we
had a branding expert, and we just continue to provide value.
We've had a tech X coach, a couple of X
coaches on. We've also had a TEDx organizer who gave
tons of nuggets on how you can apply for her
TEEDX event, but also other events all around the world.
(01:55):
And I'm proud to say this is episode twenty five.
We're gonna do one season here. We're almost done with
season one, and then as we go into season two,
we'll have some more cool interviews. But also that leads
me to this conversation. I've done a bunch of solo
episodes this season as well, and honestly, those videos have
performed pretty well. And honestly, I just love being in
(02:17):
my bag, connecting with you and sharing all of the
knowledge that I have inside of this dome of minds.
But I want to also point out that if you're
watching the video version of this episode, you notice things
might look a little different.
Speaker 2 (02:32):
I just turned all my normal studio set up.
Speaker 1 (02:35):
To be honest, I was fronting for most of the season,
trying to come in here like combing my hair, like
wearing button up shirts, looking like I was going to
freaking work right, And honestly, I realized over the last
couple solo episodes that I'm a little more comfortable just.
Speaker 2 (02:52):
Being in my own, my at home gear.
Speaker 1 (02:55):
But also just showing up in my podcast studio the
way I like to show up. So moving forward, you
guys are gonna get more of this for the next season.
But I just wanted to start now and just kind
of let the cat out of the bag that you know,
in all honesty and just speaking real.
Speaker 2 (03:11):
One thing about me.
Speaker 1 (03:12):
If you know me, you know that I'm okay with
raising my hand and letting you know when I messed up,
and I messed up. I tried to come in here
buttoning up my shirt and stuff, and it ain't even
that kind of vibration. Now, if you see me at work,
you'll see me dressed up like that. If you see
me at a certain kind of a business meeting, yes,
but in this space were just hanging out. We're just friends,
and I just want to make sure you're as comfortable
(03:35):
as possible and in order to do in order to
do that, I need to be as comfortable as possible.
So let's get into today's lesson Digital Reputation, branding and
Social Media for Nonprofits, Part three. If you haven't checked
out the other two episodes, please go check them out
super Valuable and this is the final installment. So I
(03:57):
wanted to make sure that I tied it all together
for you, and I'm confident that you're going to get
tons of value here. So let's dig right on in.
First things First, you got to have a proactive and
strategic audience engagement across all platforms. And you want to
have proactive and strategic audience engagement across all platforms. I
(04:18):
understand that it can be really, really confusing for folks,
especially if you're new to social media. You're a grown
grown up, you got kids, but you have to lead
this organization. You're trying to raise money for a mission.
You're trying to keep the lights on and make sure
that operating costs are balanced out and that you guys
are getting the revenue needed to keep funding the movement.
Speaker 2 (04:39):
I understand. I've been there.
Speaker 1 (04:41):
I was in nonprofit leadership for ten years in my career,
huge twenty three million dollar budget for our building and
we had to do that, so I can totally relate
to it. But when it comes to social media, if
you're successful at what you're doing, you haven't been using
social Sometimes we feel like it's not a priority. Sometimes
we feel like it's not a necessity. I'm here to
let you know that, in fact, it is. So to
(05:04):
truly connect with your audience, you need to master engagement
across diverse platforms. And here's how understand platform diversity. Recognize
that each platform has its own personality, its own user base,
and its own unwritten rules. Familiarize yourself with the nuances
(05:25):
of major platforms. For example, LinkedIn is for professional networking
B to B communication. I will add to that that
with LinkedIn there is an entire new fleet and wave
of creators coming to the platform, so there will be
people on there that don't fit the traditional mold of
(05:46):
what you expect from LinkedIn content. Next, Facebook broad audience
community building. That's where you might see your grandma or
your Auntie hanging out, Instagram, visual content, lifestyle branding, Twitter,
akax real time updates, concise messaging, TikTok short form video,
(06:08):
trending content. It's very important to know that the tiktokification
of social media went down.
Speaker 2 (06:15):
That phrase.
Speaker 1 (06:16):
The first time I heard it was from Gary Vanderchuks
Gary van Yirchuk's book Attention Day Trading Attention Day Trading,
I believe, so that term is really what it is
right now, where every platform including LinkedIn, including Facebook, Instagram,
and x YouTube as well, are all following the tick
(06:39):
talk format, which is vertical videos and an algorithm that
serves people's interests as opposed to who they're following and
their followership. We'll talk more about that in a minute.
Speaker 2 (06:50):
Though.
Speaker 1 (06:50):
YouTube is long form video, also short form video now
and educational content. Reddit niche communities in Depth discussions, Pinterests
for visual discuss ivery, DIY and lifestyle content. I want
to add one more to this one because this is
huge and I've been on the hilltop about it in
my personal communities, but I've never expressed it publicly on
(07:13):
this show or in any social media content, no written
content anything. So you want to buckle up listen up, clothes,
I'm about to drop a bomb on you. We are
in the midst of a shift in social media in
my opinion, right, this is me doing my no shradamis deal.
Speaker 2 (07:33):
Right.
Speaker 1 (07:34):
Every few years we have a shift. TikTok was the
biggest shift of this particular era. AI then came along
and added to that, and now we have another shift.
And what that shift is, in my humble opinion, is
the shift from prioritizing followership versus prioritizing subscriptions.
Speaker 2 (07:59):
And I'll explo quickly.
Speaker 1 (08:00):
So on Instagram, for example, you can subscribe to people's
pages like it's fine, there's a little bit of money,
you get, whatever it is. You can also do the
same thing on YouTube, where you can get membership. Fine,
I get it, But the model is not the priority.
That's almost like a add on to what the priority
(08:22):
is on those particular platforms, and their business model is
built on you know it, I know it advertisement. Those
platforms want to keep people on as long as possible
so they can get eyes on it. So for you,
as a nonprofit leader, you want to be really mindful
of that, especially if one of your primary objectives is
to increase fundraising efforts, but also to optimize and maximize
(08:49):
the amount of reach and awareness that you can create
for your mission and or organization. So when we talk
about subscription, there as a platform that is buzzing right
now and you need to check it out, especially if
you're a small nonprofit organization like a one person operation,
or if you have a team of less than twenty five.
This is something for your marketing you want to consider,
(09:10):
and that is Substack. Yes, Substack, if you haven't heard
of it, it's pretty much started as a newsletter platform,
but they've integrated a social media component into their app
and it is a game changer. Basically, what it does
is gives you the opportunity to engage with people like
(09:31):
you would on a Twitter or a Facebook. Even you
can post videos, you can post written content, pictures, but
the whole app is built on people subscribing and actually
if you are providing value, donating or paying to subscribe,
(09:53):
it's huge. So I can do more on substack. If
you guys are interested in that, let me know in
the comments of the the YouTube version of this episode,
or shoot me an email at robindot Nathaniel at gmail
dot com. Let's keep moving because we got more to cover.
So we talked about the platforms. Let's jump into creating
(10:17):
content for those platforms. Step two. You have to create
platform appropriate content. For example, you want to adapt your
message for each platform while maintaining core brand identity.
Speaker 2 (10:28):
Use platform specific features.
Speaker 1 (10:30):
For example, on Instagram you want to use stories, reels,
Twitter you want to use polls. Optimize content for each
platform's preferred format. Adjust your tone to fit each platform.
So when you're on LinkedIn, you don't want to be
on LinkedIn talking about some WTF SMHL. Maybe once in
(10:52):
a while, like right, but don't go too far. I
have one of my homies. We were in a chat,
one of my digital homies on linked In and we
were talking about my tone on LinkedIn, and lately my
tone has been very revolutionary. I'm like, hey, like listen,
everybody stop copying each other. Let's have our own unique voices.
(11:14):
We need new voices in this space. And I've been
doing this real like fisted up type of tone. And
he said, I love that. I have something I want
to share with you, and he shared me. He shared
with me a post of his and in the first
line of the posts, he was like, I don't give
an ap for something like that.
Speaker 2 (11:31):
And I was like, whoa like with the hard FU
and the C and the K. I was like no, no,
no no. I was like, wait a minute.
Speaker 1 (11:40):
I understand that you want to actually present a strong
stance on this, but like, I think that's a little
too far. So there is room to experiment with your
tone when it comes to these platforms, but overall, try
to stay the course of what the majority of folks
do there. You don't want to go so far that
you push people away. Keeping your brand voice consistent, Schedule
(12:02):
posts accordingly to each platform's peak engagement times. Now here's
a little flow chart I wanted to share with you
on how to adapt content to different platforms.
Speaker 2 (12:14):
First off, on the far left there.
Speaker 1 (12:16):
If you're listening at home, I'll try to explain this,
but if you're watching that left arrow there, adjusting the format,
optimize content to fit the platform specific preferences such as
image size.
Speaker 2 (12:27):
And video orientation.
Speaker 1 (12:29):
It's worth noting that on Instagram recently there was an
update where their feed.
Speaker 2 (12:34):
Aspect ratio is changed.
Speaker 1 (12:36):
That's something you want to take into consideration as a
leader in your organization, and also making sure that your
team is up to speed on that. Also, the next
little arrow there is use platform features, Leverage unique features
like polls and story sandhance engagement, schedule timing, post content
during peak engagement times, using analytic tools. Modify your tone
(12:58):
tailor the tone of your voice to match the platform's audience.
Maintaining brand consistency. Here's an exercise for you. Create an
adaption table. On the left column, there you see the platforms.
The second column is content type, third tone, and the
fourth column.
Speaker 2 (13:16):
Is specific features to use.
Speaker 1 (13:17):
So, for example, on LinkedIn, LinkedIn is the platform, the
content type would be industry insights, the tone would be professional,
and specific features could be articles and polls. For Instagram
it could be behind the scenes casual visual tone, and
the features could be stories or reels. And in Twitter
would be the platform. Content type will be quick updates,
(13:39):
the tone could be concise and witty, and again the
features could be polls and threads. Moving right along step three,
you want to build a unified brand presence, maintain visual
consistency across platforms.
Speaker 2 (13:53):
Your colors, your fonts, and imagery.
Speaker 1 (13:55):
I want to just add here that colors and fonts
is that's not your brand.
Speaker 2 (14:00):
That's a part of your brand that is not your brand.
Speaker 1 (14:02):
Though your brand is you, huh like, the fabric of
what you represent and how you make your audience feel.
Speaker 2 (14:16):
That's your brand. I'm just saying, I just had to
get that out there.
Speaker 1 (14:19):
Insure voice consistency while allowing for slight tonal variations. Keep
your core brand message and values clear across all platforms.
Implement cross platform storytelling to create cohesive narratives. And last,
for this step, run integrated campaigns across all platforms for
maximum impact. Step four listen and respond effectively. Use social
(14:45):
media listening tools to track brand mentions across platforms. Aim
to respond to comments, messages, and mentions within twenty four hours.
Now I want to jump in on this one because
I know folks are like, well, the heck you, I
gotta do all by myself. No, I think it's important
for us to delegate to folks in our organization that
(15:07):
can support.
Speaker 2 (15:08):
So, if you're in a leadership position and you.
Speaker 1 (15:10):
Have people who maybe have bandwidth that can be adjusted
and moved around a little bit, I would look at
it like their percentage of work.
Speaker 2 (15:19):
Right.
Speaker 1 (15:20):
So if I, let's say, for example, you have a
communication specialist on your team, and they're not focused on
social media right now. Let's say your communication specialist, the
majority of their work is working on your newsletter, which
let's say is fifty percent of their work for example.
Then they spend about thirty percent of their time preparing
(15:40):
for board meetings, and then they have another twenty percent
that they do on various administrative tasks.
Speaker 2 (15:48):
What I would do is i would bring.
Speaker 1 (15:49):
Them in for a meeting and I'll be like, Hey,
this is your one hundred percent, this is what's happening,
and what I'd like to do is make this adjustment
to include twenty five percent of your responsibilities to include
social media. We have to prioritize this stuff. We just
have to do it, Okay. So yes, So we talked
(16:16):
about aiming to respond to comments, messages, and mentions within
twenty four hours. That's when we just pulled our staff
member into the office and told them that we're going
to change up their workflow, address concerns publicly when appropriate
to show transparency. Now, this really depends on the type
of organization that you're in. I work with a local
(16:37):
government organization for my day job, but I also work
with a sexual abuse awareness advocacy center. That's super sensitive stuff, right,
So like, maybe that's not the kind of organization where
you want to go publicly trying to dispute something or
have a discussion you want to you might want to
(16:58):
take those discussions offline depending on the nature of your work.
Actively seek and acknowledge feedback from your audience. You gotta
do that. Develop a response god for your team to
ensure consistency and interactions. That's something that we see a
lot in the public sector where we have repeating messages
come over and over again, and it's something that I've
(17:18):
also seen in the nonprofit sector. So what we try
to do is build out a response library of canned
responses to commonly ask questions, so that way your team
is not every time trying to write something new, and
it also helps you to stay on brand with your messaging.
Speaker 2 (17:38):
Next up here, we're.
Speaker 1 (17:43):
Going to go to step five, leveraging user generated content effectively.
In a previous episode of this series, we did mention this,
but I want to go a little deeper on it.
So what you want to do is encourage yougc creation
through contests or campaigns. You can do that with your volunteers,
you can do that with your staff. You can do
that with people who support your organization as donors. Just
(18:07):
want to make sure you get people involved showcase UGC
regularly on your platforms.
Speaker 2 (18:14):
This is huge, guys. UGC is a two way street.
Speaker 1 (18:18):
And one thing that I see quite often is folks
will get into a relationship, some kind of business relationship
with a UGC content creator and then they expect the
content creator to put out the.
Speaker 2 (18:34):
Content on their page. And then that's kind of the
end of it.
Speaker 1 (18:37):
Where if you have someone working for you, you also
have access to that content. You should be publishing that
on your platform. I'll take it a step above. You
might want to consider running that content as an ad,
especially on meta ads, so you want to showcase them
(19:01):
regularly on your platform. You also want to give credit
when sharing UGC content. That's huge, Engage with UGC even
if you're not featuring it, and create a branded hashtag
for organizing and finding you GC. So let me jump
in on the hashtag piece. It's cool to do hashtags,
especially on Instagram, because you can easily track all of.
Speaker 2 (19:24):
The stuff that you've been working on.
Speaker 1 (19:26):
But just know that the way hashtags used to work
where it was like this asset that helped to make
your content more searchable.
Speaker 2 (19:36):
It's really not that anymore.
Speaker 1 (19:38):
It's more of kind of a novelty item, and there
is some value on certain platforms, but for example, on
a Twitter, for example, where they're now feeding you content
in a similar for you fashion, when you choose the
for you option, it's not as helpful. But again I
would still do it, especially if you're promoting a campaign
(19:59):
or if you have some something special happening with your organization.
Now here are some action items for you. I always
try to leave you with some action items at the
end of these episodes. So first things first, conduct a
platform audit to ensure your presence is optimized for each
If you need help with that, shoot me an email
(20:20):
and we can connect. Create a cross platform content strategy
for your next campaign, set up a social listening tool
to monitor brand mentions, and launch a UGC campaign with
a unique branded hashtag. Don't feel the pressure to have
to hire someone. This is something you can do with
(20:40):
your staff, this is something you can do with volunteers,
this is something you can do with your donors and members.
Speaker 2 (20:47):
And then the last thing, make sure you reach out
to me if you're interested. In working with me.
Speaker 1 (20:52):
You can visit bitly slash Robin for hire. That will
get us on a call together to just see if
I'd be a good fit for you. And you can
also just get more information about what I do at
Robinnathaniel dot com and of course follow me on social
at Robin Marx.
Speaker 2 (21:09):
That's robb I n M A r X.
Speaker 1 (21:12):
Now, before we finish up, I just want to follow
up on last episode I talked a little bit or
episode before last, I talked a little bit about me
working on my first book. It is going down, I said,
I hope to have it out in twenty twenty five.
When I tell you it is going down like right now,
like it is actually happening like right now. It is
(21:35):
not available for sale, yes yet. We're going to release
it in early May, it looks like. But I'm still
working on some finishing touches. But if you want to
stay in tune and know what's happening with that, please
make sure you subscribe to our newsletter at landththtalk dot com.
(21:55):
There's a paid version of it if you want to
be a paid subscriber. We're gonna doing some really cool
things over the next few months. But it is absolutely free.
If that is how you want to subscribe, that's fine too,
So please visit Landthetalk dot com so you can check
out the new book. And I think I'm actually going
to be working on a post for LinkedIn to announce
(22:16):
the book next week, so stay tuned for that. If
you need anything, don't hesitate to reach out. Wishing you
a blessed remainder of your week. Please tell a friend
about what we're doing here. We're excited about connecting with
you deeper.
Speaker 2 (22:29):
Talk to you soon,
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