Journey of (IT) discovery as a small charity Part 4

So now that you have a website up & running, what’s next? Search Engine Optimisation  or SEO might be top of mind, but as you built your site on WordPress chances are it is doing a pretty good job of that already – WordPress is well regarded as being optimised for search out-of-the-box. My recommendation, and what we have done at Glow Kids, is getting onto the key Social Media channels and promoting your website on them (and vice-versa) if you haven’t already.

Facebook should be one of, if not the first, port of call. Make sure you create a business page, not a personal one. If you do happen to create or already have a personal page you can convert to a business page easily enough, Facebook have a really useful page here that explains the process. The key advantage of a business page for me is that you have fans not friends, which means people can like your page without you havent to accept them. There are also a bunch of statistics available so you can gain some insights into who is liking your content, the penetration of your postings so you can tailor for your audience and your potential audience. There are a number of ways you can cross-promote your website and Facebook page –  Wordpress has a number of plug-ins available for social media, and the theme you choose may also have some integrated.

Two important things to add to your website – a ‘Follow Me on Facebook’ button and the ability for your content to be liked and/or commented on. The follow me button lets people easily find you on Facebook, and it doesn’t HAVE to specifically say ‘Follow Us on Facebook’. If you look at the Glow Kids website, we have a simple button at the top of the page which was part of the Admired theme we used. By making it easy for visitors to like and comment on your website content you make it easy for them to promote it on your behalf and again there are plug-ins you can use to achieve this. On the left you will see a sidebar plug-in that easily allows visitors to see your last Facebook post and Like your page.

On your Facebook page, remember to promote your website content. If you add new content to your website, put a link to it on Facebook with a hint of what it is about to get people to click through to read it in detail. Add your website URL to the ‘About’ section on Facebook so people can find your website easily. You do not have to post new content every day that links to your website of course. Depending on your charity you can promote affiliated organizations such as national bodys, or charities in a similar or aligned sector. Liking their Facebook page is a good start here as you can then easily share their contemt, and they may well like & share yours in return. And remember to keep it human on Facebook. For Fathers Day for example I wished all fathers a happy day and asked what everyone was up to for it. Not at all related to Glow Kids cause, but helps remind people that there are humans behind the page and that is what social media should be about – connecting people with people.

Coming up next, the ‘other’ social media channels and how you can maximise them for your charity.

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One Response to Journey of (IT) discovery as a small charity Part 4

  1. David says:

    Hi Aaron, heard an interesting piece about Mark Z the other day – main Facebook strategy at present is pushing into search (and obviously the commercialization thereof). Facebook already accounts for a decent percentage of all web searches apparently and on mobile this should only increase.

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