When you’re starting out with social media, it can be challenging to produce material for your blog as well as Facebook, YouTube, and Twitter accounts. This is one of the major reasons why a lot of nonprofits stay away from social marketing. That’s too bad as they may have more material than they realize.
Often the mistake is thinking that everything you post, through every medium, has to be original. That’s not the case with social media. Most organizations produce a newsletter. A lot of time is spent writing it and it costs money to produce and mail it. Recently, I received one that took me more than ten minutes to read from cover to cover. I was an interested reader but I have to admit that normally I don’t have that much time to spend on something that comes in the mail and I think a lot of other people are in the same boat.
So why not reuse the material you’ve already produced? But now you’re using social media to deliver it in smaller chunks to your supporters. Take your newsletter and have each article be a post on your blog. As I’ve mentioned before, you can link your blog to your Facebook page so it will also appear there. You can use your Twitter account to alert people to the new posts on your blog and Facebook. Use the 140 character limit to write a good hook that will make people want to find out more and follow the link to the article.
You may even want to do a short, 2 minute, video recap of the one of the articles and post it on YouTube. This can be done with a webcam or a video camera. Simply take the content of the article and talk about it to the camera.
Online, people consume information in various forms. By repurposing the material you already have, you can better stay connected to your donors.
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