My time as an AmeriCorps member at the Pocahontas County Opera House has given me the opportunity to flex my social media muscles again. I graduated from Shepherd University in Shepherdstown, West Virginia, with a degree in English and minors in communication and history. Within my paths of study, I focused heavily on written communication, whether that was online, like social media, or in print, like journalism.
I found myself fascinated by how people communicate with one another online. We are all looking to be entertained, to be thought of, and to be involved with the communities that we love. Social media is a great tool to use, but as I began learning about social media, I was overwhelmed with all of the different tips and tricks that were taught to me online, through my professor, through other students, and through internships. Each place had a different answer for what you should be doing online. On top of everyone’s advice, social media best practices are constantly changing because of tweaks to social media algorithms and the whims of the audiences that businesses are trying to reach. After some experimentation throughout my time as an AmeriCorps, through my time at university, and my time in internships, I found some things that made a major difference in how many people saw my organic content (content that I had created myself). Here is what I learned worked to reach a larger audience:
1. Have a mission
What do you want your efforts with social media to do for your business or nonprofit? Do you want to bring in more visitors? Do you want to increase sales of merchandise? Think of these goals ahead of time and create your content with this goal in mind.
2. Develop a social media plan for your social media efforts
Having a plan typed out for your social media use is an important step. It doesn’t have to be too complicated. A plan, even a simple one, will help make guidelines to follow if you have multiple people running social media, and it also will help you create content more easily than if you were working from scratch every time. It doesn’t have to be extensive; for example, at the Opera House, we have a few categories that we can draw from for social media, which include pre-show posts, post-show posts, historical posts, and behind the scenes posts. This allows us to pick a category and draw inspiration from there, rather than starting from ground zero. You can also include measurable goals you want to reach in terms of analytics or sales and this plan will help you measure your social media progress. You can use the questions in the graphic above to get started.
3. Keep your branding consistent across platforms
Brand recognition is important for your business or nonprofit. You want people to recognize your logo and your name, so keeping your logo and your handle consistent across all of your social platforms is important. For example, the Opera House’s website, Facebook, and Instagram is all pocahontasoperahouse (.org), and our Twitter is @pcoperahouse because of Twitter’s unique character limit on handles. Our profile pictures are always the same and our name is always Pocahontas County Opera House (see above photo). This comes in handy when someone from one platform searches for the Opera House on a different platform, as they can easily find us and our content.
4. Be consistent
Be consistent with your posting. Try to post regularly without detracting from the quality. It is better to post higher quality content less frequently than lower quality content more frequently. Keeping up consistent posting of great content should help your page begin to grow. If your posting is less consistent, you will lose momentum on your page growth.
5. Always include a picture
Across all social media platforms that we use at the Pocahontas County Opera House—Twitter, Facebook, and Instagram—posts with a photo always do better than posts without a photo. People tend to engage with the content more, share it more, and overall enjoy it more.
6. Avoid links as much as possible on Facebook
Facebook is one of the best platforms for businesses. Facebook is a highly used social media platform and has a significantly diverse demographic on the site compared to others, like Instagram or Pinterest. However, because Facebook makes its money from advertising, links and events typically perform worse than content without links. I have suspicions that this is because Facebook wants businesses to pay for advertising, but I am not sure. I can, however, assure you that every post I have made that includes a link has gotten a fraction of the views and shares that a post with only an image does. This is also true for events.
7. Use hashtags
Hashtags are one of those social media discussions that always seems to be changing. No one seems to know quite how many to use, what hashtags are helpful, and when to use them. I recommend using them every post on Instagram, and also on Twitter when you can within your character limit. Hashtags are critical for reaching new audiences on Instagram and can help drive engagement with your page. Try out hashtags on every post, and see which hashtags are the most effective. I always recommend having a branded hashtag, one that matches your branding, so that people can use it when discussing your business or nonprofit.
8. Have fun
I know this sounds cheesy, but you will come up with better content if you find someone who genuinely enjoys creating the content for your page. This will make having more consistent content easier, and the enjoyment will hopefully spill over to your audience in the long run as your page has more and more genuine content.
Overall, social media is a great tool to use when you want to reach your current audience and potential audiences. Businesses and nonprofits can share genuine content that helps their audiences stay connected, and overall, build fonder feelings towards the business. This is great for community building, and for helping people come back over and over throughout the years.
Marilyn Creager served as Preserve WV AmeriCorps member during the 2019-2020 program year at the Pocahontas County Opera House in Marlinton, WV.
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