Building a social media profile that really works

Building a social media profile that really works for Women's Equality

Helping your organisation to find its feet with social media means listening, experimenting, and common sense planning.

Ineke Neeson, the Senior Communication Adviser, from the Office of Prevention and Women's Equality shares her team’s experience about helping to build a social media profile.

Listening to an audience ready for social media

‘We had a lot of feedback at events from people on social media who wanted to see this work on social media. We were always being asked what is the hashtag, and we didn’t have any social media presence.’

So I think it was definitely a gap. It’s great to connect them on Twitter now, and then drive them back to our website and our subscriber list to get information about the next fantastic initiative.’

The social media strategy template helped build confidence and a new audience

‘We have two members of the team who have never used social media in a professional setting before. They’re now really confident using the scheduling programs, putting together content plans for the month ahead. We know we’re capturing everything, maximising conversation, community.’

‘The social media strategy template is really clear. It asks you to understand the landscape, who are your influencers, the community. It makes you consider if you really need your own channels or if you can leverage others. It forces you to look at your audience more broadly, ’ Ineke said.

‘We’ve learnt a lot through this process. For example, Twitter has been really helpful in promoting a grants program. We’d never had that many applications before, we pushed it across Twitter…now we’re not even getting the same applicants.’

Make your social media strategy a good fit with your other comms strategies

Ineke advises against using the social media strategy template on its own. Her advice? Make sure it fits in with your local digital strategy. Don’t build it in isolation, ‘consider social media within your broader digital strategy,’ Ineke said. And check it’s what people want: ‘poll your audience to see if that’s what they would like to see. You can do all the analysis, but ultimately you have to test it…to have some traction.’

Some social media channels work better than others

Not every social media channel works ‘We’ve had success with Twitter,’ Ineke said. ‘We’re struggling with Instagram, it’s quite difficult. The post frequency is two or three a day, and we don’t have the resources, but we’re going to have another go at it this year.’ However, well-thought experiments and refining your social media strategy brings results. When well done, you can really connect with new audiences.’

A website on its own was not enough

Ineke said ‘If you just have a website but no social tools to drive people back to it, you’re really missing out. For example, we’d never had earned media for the Victorian Honour Roll of Women. Because we got the hashtag to trend on the day, it earned us great media, including vertical media, which we don’t tend to get. It also really humanised the honour roll, because we focussed the content on these amazing women and what they’ve done for Victoria.’