Digiday, which is one of the places I go for social media wisdom, has a great breakdown of the 7 Deadly Sins of social media that may be committed by commercial brands. As often happens, I think it applies to NGOs just as well.
The 7 Deadly Sins of Social Media
- Speaking with multiple voices
- Paying for likes
- Liking your own content
- Taking too long to respond
- Denying negative posts
- Taking undue credit
Of all the sins, my love-to-hate sin is Overselling. Too many brands – and NGOs – spend their social media time telling everyone how great they are and how much good they’re doing. Remind yourself however many times it takes, that it isn’t about you, it’s about the community. It’s about the people whose need you serve, about the volunteers, about the donors. Write your stories about them. Work hard to make the stories good. Share the stories. And share related stories*; stories that make the reader feel good. This is the way to social media success.