Creating Your 'Virtual Porch'
What should I post?
(Almost) always include links, videos, photos or graphics. The likelihood of having a post shared increases exponentially if it is visually interesting and easy to share. Keep the length of your posts short to encourage sharing.
Every message you share should do at least one of three things: inform, entertain and/or activate. When possible, try to do all three things in your posts.
Inform with 50 percent to 60 percent of your posts. These things demonstrate your knowledge, expertise or awareness. Share substance. Warning! “They’re just not that into you.” No matter how much they like you, they’ll share more of your posts if you don’t bore them by only talking about your wants and needs.
Try to include related topics to your cause or local community. Don’t be afraid to post information about other nonprofits in your community. Remember, the average person who supports one organization generally supports six or seven others. Share:
- Your original content — newsletters, blogs, videos, events. This is how you cross-pollinate between your sites.
- Links to good information that other people have produced. Show that you are connected and support other good causes just like your friends and fans do.
- Links to articles, websites, videos or events that are related to your cause or of importance in your community.
- Gratitude — thank people for their engagement and support. Include a link to a “freebie,” something they might value.
Entertain with 25 percent to 30 percent of your posts. “Your company’s social-media personality should be your company’s corporate personality after exactly one beer.” — Ross McCammon, Esquire
Entertaining posts show your personality and establish your voice. You don’t want to be known as the crazy cat video person, so you want to share things that can lead to common connection and start conversations. Share: