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Webinar Wisdom: Social Media Content to Presentations that Engage by Susan Murphy

There is enormous competition to get your message “heard” in social media; fortunately the opportunities are just as plentiful. The Improve Group uses social media to connect to clients and their stakeholders all over the world, create dashboards to share real time information, connect with specific communities and invite them to participate in evaluations, administer surveys, host webinars to train and inform, and much, much more.  With  so many people vying for attention from their social media efforts, how do we put out information that has the content to get noticed? Two recent webinars gave me some fresh ideas.

The webinars were: Content Spotlight: A Social Media Guide to Engagement (put on through MNCN), and Unforgettable: The Fascination and Frustration of What Audiences Remember(put on through Reximedia). More information can be found from Jamie Millard of the Charities Review Counciland Carmen Taran Co-Founder of Reximedia.

I’ll summarize a few key items that might be useful in your messaging efforts:

Things to do:Start by keeping your mission and goals as the top priority when selecting and producing content for social media and for presentations.  Highlight your key messages and take the time to re-read and refine copy so that the content reflects your organization.  For PowerPoint presentations or webinars, make sure your first and last slides are memorable, as the messages on these slides will be retained more than others. Remember to use strong visuals in presentations and online.  Also incorporate distinctiveness, emotion, incongruity, visual thinking and participation in your content to keep the reader/viewer focused on you and your message. For content on the web, use a program like Google Reader to collect your social medial efforts all in one place and then use it as a listening dashboard to track trends and usage.

Things to avoid:The following is a good list of practices we’ve seen all too often and should avoid if we want better engagement and response from our target audience.

  • Too much sameness (in style or message)
  • Using cheesy stock photos that don’t represent what you or your audience can relate to
  • Wordiness
  • Not enough visuals to spark attention
  • Lack of transition slides to give the brain a rest and restart
  • And content that has too much information on the speaker at the start and lulls the viewer to sleep

I have found that the more knowledge I have, the more I can reduce my time updating and tracking social media impact. I would add my own suggestion to stay informed on social media trends – which change constantly. It is easy to create systems and find helpful and often free programs to help you stay current. Take notes and keep them in a file on your computer with the date included and update them frequently. Webinars like those mentioned in this blog and others found through marketing searches can be a big help.

Now it’s your turn:Do you find using social media to market your work or fundraise for your organization a pleasure, a pain or somewhere in between? Please send us your tips and resources for negotiating this ever-changing technical outreach environment? We’d love to hear from you.

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Posted: April 12th, 2012 | Author: | Filed under: Knowledge exchange | Tags: , , , , , , , , , , | 1 Comment »