Would you like to create Facebook posts that are more impactful?
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How to create Epic FB Post - by Lee-Ann Matthews
There is a plethora of helpful, free content available on this topic, I urge you to consume as much of the free google search material on this topic as you can possibly ingest and apply it to your unique context.
As you may have already noticed I am not a google search, I am a human being who has been fixated on this topic and am passionate about creating impactful social media posts. I have been actively experimenting and observing online trends and best practices as an entrepreneur, author and in my role as digital communications coordinator in the Diocese of Montreal.
There is no one, single answer to this question but I am pleased to share some suggestions and insights that I believe will serve you in your quest to improve your posts.
What is an impactful Facebook Post?
From the perspective of ministry, this could mean many things. And I would urge you / your team to assess what impact that you aspire for. Are you looking to raise the profile of your non profit? Are you hoping to raise funds? Are you evangelising? Are you trust building? I’m sure you can come up with more…..
Perhaps you hope that your Facebook posts will do all of those things? I believe they can too but not every post will check all of those boxes. If we instead consider FB posts as part of a larger strategy that is a more attainable and helpful approach.
An impactful Facebook post for the purposes of this conversation is one that does a combination of the following: helps, engages, provokes, teaches, inspires and connects.
How do we measure this?
Facebook analytics provides us with tools to evaluate the “reach” of our posts but this only accounts for engagement on the post itself. We can’t discount the impact of our digital communications on those who may not have interacted digitally. Nor can we assume that not interacting is akin to failure. Also, failure is not something to avoid in this game. It is an important thing to do in order to learn and grow. But I digress, I can’t tell you how many people I encounter who have been silently stalking my posts - apparently admiringly but who didn’t take the time to engage.
Although of course, the cue to drop a comment, click like, subscribe, share etc, are all helpful in informing our understanding of the efficacy of our posts, they are not the only measure of success.
Our audiences are forming opinions, assessing, judging and deciding things about us every time we post, and very quickly I might add. Even if they choose not to let us know. This is important to consider as it may help us to be more intentional about how / when /why and what we post.
How do we create impactful posts?
The first thing I would suggest is to create a weekly and a monthly Editorial Calendar that will help you to shape and track your posts, keep them organized, focused and strategic….
Take advantage of as many existing resources as you can - don’t reinvent the wheel! For example, repurpose content from newsletters, emails and other copy at your disposal. Repurposing content is an easy and highly effective way of sharing your message.
Use Quotes regularly (scripture, influencer, poetry, theology, politics, public figure, etc.)
Be clear in your messaging, use repetition but be creative. If you say the exact same thing every day for a week your message will likely become an irritant but if you deliver your message in various ways your audience will be less likely to tune you out.
Make it easy for your audience to know you, find you and take advantage of what you have to offer. Be clear and explicit. Introduce yourself and / or your organization regularly to keep people acquainted with who you are and what you do. Don’t underestimate the simple power of a good, clear introduction.
Get to know your audience and their preferences. Listen to them as actively as possible, seek feedback by polling them using Google forms, Survey Monkey or Doodle. Find out what posts they enjoy, ask their opinion: Listen!
Invite people to be a part of your Facebook community via email (or other platform or in videos). Give them a compelling reason why they should join. A good invitation can create an allure of interest
Consider rebooting your page and hosting a re- launch event / party on FB Live - a new page where all of your posts will be epic!
Show your Face - it’s called Facebook for a reason. So get over your shyness and take that selfie!
Here are some ideas…
Attention is the currency on social media. Be mindful of what attracts the attention of your audience
Consistency is key - show up regularly (aim to post at least 5 -7 times per week)
Element of Surprise - don’t be too predictable, people ignore what they see too often, stay abreast of trends and current events, don’t fall into the trap of doing the exact same thing every all the time because it’s comfortable. Take a risk!
Exploit the platform - schedule posts, upload videos, include live videos as often as you can, share from others, use the stories feature, reach out to your audience through messenger etc…
Authenticity - who are you and how can your posts reflect the most authentic version of who you are?
When resharing preface with a position ie. ” Love this! Reflects our values as an organization and makes us proud to be on a similar path…. “
Variety - keep your posts varied, let your audience rely on you without lulling them to sleep.
Inspiration - Strive to inspire - This should be easy for us, second nature in fact! We follow a God who continues to be the impetus for massive global movements of outreach, change, justice, peace and love of neighbour. What can you share that will reflect this? Personal reflections, poetry, passages from scripture
Comfort - some posts can simply remind people that you are there, a rock, a safe place, a presence…
Testimonials are life. Let people know who you are, what you cherish this builds trust and encourages relationships. Be personal.
Ask Questions: Get into the habit of asking questions and pay attention to those that provoke dialogue. This lets you know what evokes a response and will help you to shape future posts. And is also a reminder about the importance of engagement.
Use Curiosity Marketing - tell a part of the story without giving it all away. Encourage return visits and ongoing relationship, visits to website etc.
Never Underestimate the power of Creative Storytelling (beginning, middle an end)
Blog for the win- blogging is an often underrated way to grow an audience. Target topics that are of interest to and will support your community
Call to Action create some posts that have an explicit call to action: ie. subscribe, donate, comment, visit our website etc.
Share content that is useful, helpful, meaningful to your viewers ie. entertainment, humour, recipes, prayer resources, music, DIY ideas, pastoral support opportunities, reflections, insights
Post a Photo Diary - share creative, quirky, arty, original photographs that reflect your unique story and experience. Sometimes the most mundane things are the most compelling.
6 Easy Steps to Make it Happen
Step 1. Identify the purpose or desired outcome for your Facebook posts (weekly / monthly) . ie. to let people know what you are up to during the pandemic or to give people hope in isolation
Step 2. Make a list all of the approaches that could potentially be used to accomplish this goal - get creative and think outside the box, use photography, videos, music, storytelling and interviews etc. to shed light on this and accomplish your goal.
Step 3. Create a timeline and an integrated digital strategy (ie.editorial calendar)
Step 4 Be purposeful, explicit and intentional with your posts. Let your audience know that you have a direction. If you are sharing a video featuring volunteers packing boxes, explain why food security matters during a pandemic.
Step 5. Pay close attention to feedback and be willing to admit when things aren’t working (post less of those) and to acknowledge when they are (post more of those) but be consistent, persistent and experimental before you throw in the towel!.
Step 6. Make it fun! Follow your heart! And don’t take it too seriously!
