This Is The Reason Why Your Social Media Stinks

content marketing content strategy digital marketing social media Jul 03, 2023

I was talking with a dear friend recently who is the CEO of a large non-profit. Her complaint (and the reason why she’s firing the PR agency handling her organization’s social media) was that no one really engages with their social media accounts.


She was telling me, “We spend tens of thousands of dollars every year on a firm that honestly…no one comments on our stuff. It’s so disappointing.”


I love this woman and her non-profit has an incredible mission as well. But, I dropped a truth bomb on her during our conversation.


I told her that the reason why her social media stinks is that it’s boring. All posts are super professional and formal…no fun videos sharing the stories to her audience about what the organization does…nothing about the people and how they help (and have fun too). It’s boring. 


And guess what? Boring doesn't sell. 


Let’s get real. I don’t care if you’re a non-profit leader…you’re in business to raise money to underwrite the programs you offer. 


There are 5 key components that you need to consider when creating your content marketing strategy.

> Mix Up Formats: Depending on the social media platform you use, you’ll want to experiment with different content formats, such as videos, images, infographics, GIFs, and polls. Each format has a different visual appeal, increasing the chances of capturing your audience's attention.

> Create Educational Content: Share valuable information, tips, and tutorials related to your industry or niche. Educate your audience, positioning yourself as a knowledgeable and trusted source of information. 

> Use Stories To Inspire: Share personal anecdotes, success stories, or client testimonials. Humanize your brand and connect with your audience on a deeper level. People buy from people they know, like and trust…and stories are a great way to develop this.

> Social Media is SOCIAL - Engage Often: Actively participate in discussions by responding to comments, asking questions, and initiating conversations. When you show genuine interest in your audience's opinions - they will want to engage with you and share their thoughts and experiences.

> Be “In The Know”: Keep up with the latest trends, news, and events related to your industry. Share timely content, join conversations that make sense, and give your perspective. Staying “in the know” demonstrates your brand's relevance and keeps your audience engaged.

PRO TIP: One a month (if you can do it more often - great), analyze your engagement metrics to understand what type of content resonates best with your audience. Your numbers tell a story…and that information will help you continue to create engaging content.