173. How to Make Sense of Social Media + Find Your Unique Voice - Christina Edwards
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Overview
Meet Christina. This digital expert works with all types of nonprofit clients from multi-million dollar organizations to small-but-mighty volunteer-led teams. She’s passionate about empowering nonprofits to step into their expertise, be bold and find their unique voice and audience online. Today, she’s our social media handler and talking through setting goals, tracking metrics, finding your unique digital voice and measuring your success. If you’ve ever had a leader say, “how do we track our social media metrics?” then this is your episode.
Today’s Guest
Christina Edwards, Founder, Splendid Consulting
“Our audiences are expecting this from us. They have now shifted to consuming a lot more content online than ever. Yes, they want to go to your in person event, but they also now want to know what’s up and they want to communicate with you over social media or email. That’s not going away.”
Episode Transcript
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Episode Highlights
Christina’s story and journey to where she is today (2:30)
Where to start: setting your mindset around your social media (6:00)
Building a digital soul (10:30)
Email lists and voice style guides (14:00)
Common mistakes made by organizations with their social media (16:30)
Loaded captions and scroll-stopping content (18:00)
A powerful moment of philanthropy in Christina’s life (29:00)
Christina’s One Good Thing: Talk to yourself more than you listen to yourself. (35:00)
Powerful quotes
“So when it comes to reporting, I would rather find what's practical and useful from the data. Because the data doesn't lie, there's really juicy stuff in there that will help you for future campaigns.” -Christina
“You have that intuition of what you know, your audience wants.” -Christina
“I think also just being willing to like being future focused and being willing to try new things.” -Christina
“And you realize that there's this lack of depth to what you're saying. That's because you probably haven't really uncovered your persona online you're and I when I say you, I mean your nonprofit as a whole.” -Christina
“It's okay to repel people that are not going to connect with your mission like it's gonna allow you to connect more deeply. Even at a simple level with email list.” -Jon
“I see retention being a huge opportunity, where we have a lot of that churn rate of the like one and done donors, because there isn't really a system in place to maximize that.” -Christina
“A very spacious way to plan a digital campaign could be four weeks, it doesn't have to be recreating things from scratch over and over again, you can systematize you can template it, you know, so that you have a content calendar that that is working with everybody on your team.” -Christina
“But the opportunity is there if you don't go to get overwhelmed.” -Christina
“Canva is such a powerhouse for nonprofits and a lot of creatives.” -Christina
“Our audiences are expecting this from us. They have now shifted to consuming a lot more content online than ever. Yes, they want to go to your in person event, but they also now want to know what's up and they want to communicate with you over social media or email. That’s not going away.” -Christina
connect with Christina
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