Perhaps you've seen the way that pictures and videos can spread across Facebook like wildfire. When things "go viral," they reach millions of people around the world. And going viral isn't just for cute cat videos anymore: some of the most-watched videos of recent times have been part of campaigns for social good. Establishing a social media presence can help broaden your organization's reach, solicit funds for new programs, build professional development networks with like-minded individuals and organizations, and communicating with stakeholders.
Twitter: This platform is great for amassing followers and sharing short announcements as well as links. Posts are capped to 140 characters. Start by going to Twitter and following individuals and organizations that work in your area of interest. You can mention specific people by including an "@" in front of their username in your tweet. Including a pound sign (#) in front of a phrase will turn that phrase into a "hashtag" (other tweets using the same hashtag will be viewable by clicking on the hashtag link). For example, "@UNICEF is sharing great blogs by youth on the #GlobalGoals." You can use hashtags to start "Twitter chats." These are live events where people are invited to contribute ideas and discussion questions on Twitter using a common hashtag. Usually Twitter chats have one or two moderators who retweet, reply, and provoke further discussion.
Facebook: Many organizations have a public Facebook that visitors can "like" for updates in their newsfeed. This is simple to set up. Using your existing Facebook account (if you have one), log in. Then click on "Pages" on the left side of the screen (beneath "Favorites") and "Create a Page." You can post the same content at the same time on Facebook and Twitter, or use Facebook to post longer pieces of text (since there's no 140 character requirement!) You may need to moderate comments occasionally as these pages are viewable to the public and anyone with a Facebook account can comment.
YouTube: If you have any video documentation of your organization's programs, YouTube provides an excellent opportunity to upload them for viewing by the public or internal stakeholders. You can adjust privacy settings with 3 different options (Public, Unlisted, and Private). YouTube gives you a "channel" where all your videos are hosted. If you plan to upload many videos, you can create playlists to sort them for viewers' convenience. You can also embed playlists and videos in websites and blogs.
Instagram: An image-sharing application with wide appeal among young people, Instagram lets you upload a picture, edit it with several different "filters" and other tools, and share it on social media channels (including Facebook and Twitter) with a simple tap. You can add several hashtags to your photo posts; this is also a good way to gain attention and followers. Consider asking people to engage with your organization on Instagram by posting photos (for instance, the #Unselfie campaign asked people to donate to relief efforts for Typhoon Haiyan by posting "selfies" with a sign in front of one's face with a link to a donation site).
LinkedIn: LinkedIn isn't just a place where professionals post their achievements in the work world; it's a hub for informative content. Organizations like TED, the United Nations World Food Programme, and tech blog Mashable regularly use LinkedIn to post links and articles. If you have someone on your team who regularly produces high-quality content, encourage them to write for your organization on LinkedIn.
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