When I talk from our own communication channels I speak about channels, which are in our immediate control. We can exactly determine, what we will post or not. Other channels (like the press) are not that strong into our control.
Btw. Humor always wins. Especially on social networks.
Think, about what you post
New subject / new country
New INTERESTING content on the page
New Partners
Special Events (Summer Academy / Workshops)
Reached Goals
Homestorys (funny or not so funny stories from the team)
call for proposals
researches
news from the scene
Facebook is the biggest social network in the world. So it is very important to be present on Facebook. We think, every language should have one and just one facebook page.
How often post something? How long should it be?
At least one time a week 100-250 characters
Must Haves
a clear goal in mind - What do you want to initiate with your post?
know your addressee and write to them
pictures or (better) links
ask for interaction (ask, propose a photo caption, "tell us what you think", links, shares, comments)
use inspiring/ compelling/ provocative language
no shortened links
questions should be at the end of a post, never at the beginning!
Further Tips
many shares, comments, likes and clicks (through an ask for interaction) for higher visibility - shares have most weight, then comments, then….
linkposts more visible than picture posts with links or albums more visible than picture posts
Interaction is best outside of the business hours and on thursday or friday
A connection to an recent topic makes them more visible (e.g. we have a refugee crisis and you post something to a refugee crisis)
Tags to other Facebook Pages increases visibility for liker of this page
Ask always where, when, should, would and never why
Use videa statements instead of written statements
Sources/ more detailed inquiries
Twitter likes nonprofit organizations. That's why they made an guide us. It's called Using Twitter for social good. You should read this guide and follow him. Don't be afraid. It's a really really short guide with 8 Paragraphs.
How often post something? How long should it be?
Up to 20 times a day max. 140
Important Tips
Listen to your followers a. Follow your followers What do they share? What do they like? Are they your target group? b. Try to build a persona out of that information. c. Use that as inspiration for your own posts. d. Retweet them from time to time, if you think the picture says follower
Always use pictures or gif's a. Use Images with text and they will look some seconds longer at your post. That is important b. Use Gifs (but seldom, just if they really really fit in). One Page with a lot of page is here c. Image cliches work. People love food, cute animals and funny memes. But use them only if they really fit in!
Use Twitter Analytics a. Find your best posts, find your worse posts. b. try to find the reasons, why they were successful or not.
Always link to the blog or the website
Sources
Blog
Blogs are another relly important instrument to express yourself or your company. We have a blog on the german Serlo webpage. I am sure, we will make one on the english page too, if its used.
How often post something? How long should it be?
Once a week min. 300 words, but not more than 2 minutes to read
Important Tips
The headline is really important. Keep your headlines SPUB:
simple powerful useful bold
Ask the reader always to subscribe to our newsletter.
a. Play with the words. Never write Subscribe, but Stay in touch or See what you can do by E-Mail.
b. Not the blog is your community, but our newsletter.
End all posts with a call to action!
a. e.g. I would also like, to see you on twitter!
b. e.g. Free education with us! Link to the Newsletter
Always ask you:
a. Is this post worth to be cited?
b. Would anyone e-mail this blog to a friend?
c. Is it an interesting new finding, that they want to know?
Know, what your audience want to hear
a. Ask them
b. Post something to a topic on facebook or twitter to a topic and see, how much attention it becomes
Learn about SEO (Search engine optimization)
a. find words, which are often searched (look at google trends)
b. use this words every time (1 every time and another 3 often)
c. have a lot of links to your site from other websites
You can use the Serlo blogs, or you make your own on Wordpress. But then it would be good, if you operate it in your name and not in the Name of Serlo, because people follow people, not sites.
Sources
Newsletter
There is one newsletter for each language. You should find the responsible and ask him to insert your content in the next newsletter. Subscribe to our newsletter, to see it's structure.
Think before you post
Our own marketing channels are Facebook, Twitter, our Blog and our Newsletter. You should use them wisely and think before you post. We got a really cool infographics from Hootsuite which describes, how you should think in front of each social media post. We are really grateful for that.
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Subsequent I will explain three questions a bit.
Does this have value? Does the follower find its valuable for him?
Does this fit the network's mission? Which is the right channel to post? Twitter is no place to share a whole story. Facebook is no place to share all the thoughts you have at a day.
Is this the best format for the post? Reached the optimal length? Pictures, Gif's, Videos, Links? Did you use the write language for your target group? Is it visible? (Did you used enought Hashtags?)
