As Elon Musk recently said (in reference to Twitter), social media is today the public town square and how an organisation is perceived thereon directly impacts how it is perceived in real life.
Therefore, any serious organisation must have a vibrant and appealing presence on social media lest it is ignored by the world. To achieve this vibrant and appealing social media presence, first, an organisation needs to have an abundant supply of appealing content to share on its channels every day. Unfortunately, many organisations do not have and do not know where to find this abundant supply of content hence their silence on social media.
The challenge
Most of the core activities for any organisation is routine and telling the world about them would generate content that is boring to any audience. This is why many organisations, understandably, fill their social media channels with content about activities and events that are not routine.
These non-routine activities often include workshops, project and program launches, commemorations, events to donate stuff, etc. However, since the content shared is generated from activities held occasionally, the organisations end up having content to share only occasionally.
The solution
To solve the above challenge, stop gathering content only about activities held and start gathering content about the impact the different activities and projects are having on the staff, customers, communities, etc.
For example, if your organisation has constructed a borehole for a certain community, instead of only gathering content – stories, photos and video – about the event of the borehole launch, also gather content about the impact that the borehole is having on the lives of the different members of the community.
This approach will give you more content than you can share because a borehole impacts each member of a community differently. A farmer, a mother, a child, women, men, etc., will each have a different story about how the borehole is affecting their lives. And for the lifetime of that borehole, that community will be a goldmine of content about the impact of your work.
If it is a workshop/training, do not only tell the world about the theme of the workshop/training, where it was held and who the guest of honour was. Extend your content gathering to the impact the workshop/training has had on each attendee and instantly you will have each attendee as a source of unique and exciting content that you can share on your social media channels.
Even if you are a for-profit organisation, you too should focus not on the products/services you sell but on sharing content about how your products/services are impacting the lives of your customers.
If, for example, you sell home appliances, gathering and sharing stories of how one appliance is transforming the lives of your customers will generate much more content than telling the world about the appliance and its functionalities.
Content about people’s experiences is more relatable and captivating. Therefore, focus more on sharing content about the end your organisation is achieving and less on the means you are using to achieve that end. After all, to achieve impact is the reason your organisation exists, isn’t it?
A communications expert
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