5 Critical factors you MUST observe when running social media for an organization
1. TONE - Yes, your message is deep, important and maybe even urgent, but you'll chase away potential members if you go straight to the most intense part of your message. Tone must be more interesting, engaging and enlightening when people are first being exposed to what you do.
2. BALANCE - Bad new, painful news, intense news grabs headlines and attention on traditional media, but on Social Media people are looking for something quick, light and consumable. You've got to give them more doses of good news, humor and positive insight if you want them to keep you in their feeds.
3. DEPTH - Keep the posts light and and bite sized and people will feel more inclined to like and share what you've posted.
4. FREQUENCY - Memberships and organizations have to be tempered when it comes to frequency of posts. On social media people are looking for a 'quick bite,' a 'small sample' and something easy to digest. OCCASIONALLY you can put something in that gets much deeper into the issue, but in general that's what your website is for.
5. CONNECTED LINKS - This is where you get deeper. Social media must be connected back to your site so that the people who WANT the bigger picture and deeper message can get it.