Social media has become an invaluable tool for audience reach and implementing marketing and fundraising strategies. But how can you choose which one is the best medium for your organisation and its fundraising campaign?
You need to identify which social platforms your donors and supporters are most likely to be using. The medium you will choose will depend on the target audience but also on your marketing strategy and your objectives.
According to Statista, the leading social media platforms (in terms of the most users) are Facebook, YouTube, WhatsApp and Instagram. However, if you are trying to reach a younger audience, ages 18 – 24, then this age group uses TikTok, Snapchat and Instagram.
Activity: Set a campaign objective e.g. Raise a certain amount for creating a new exhibition in your museum or organisation, or for buying a new work of art. Identify your audience or target groups.
Now play the video about using social media to compare and contrast the different channels, and choose what is the best social medium or media for that campaign.
Creating Social Media posts
This section deals with post creation for different social media channels.
Activity: Play the video here which offers you examples ideas for 10 different types of social media posts to publish and examples of some of the digital tools that will help you to generate interesting social media content.
The next activities are about practicing your posts-creation for all social media.
Activity: Read the guidelines about choosing social media.
By the end of the next activity, you should have created a post for Facebook, Instagram, YouTube and Twitter.
Activity: Following your campaign objective from before, create a post for whatever medium you chose and then find another theme or campaign objective to create examples of posts for the other social media channels.
Additional video resource: 5 Easy Tips For Writing Social Media Posts
Evaluating the social media of cultural institutions
Activity: Examine these examples of social media from two different cultural institutions and evaluate, and judge the posts they created.
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