I thought I would kick of 2021 with a reminder to everyone, or perhaps this is totally new to you; how to use your site effectively with social media.
Many of you already understand this and “get it” but as I work around the 130+ sites I am hosting I see examples where there is little activity on the site, but lots of activity in Social Media. So, social media has basically replaced your website as the means of conveying information and raising interest. The reason why this is not a great approach is you are preaching to the converted.
The problem
Some people find adding things to social media really easy, and adding things to your website takes longer. While this is true, the benefits of adding things to your website in terms of news is of much greater importance than adding it to your social media feed. So it is worth taking the effort to do it. There is no excuse, because if you have forgotten how to edit your website there is a guy in Buckinghamshire who will be glad to run an online Zoom session, and show you how. From around June of 2020 I started to run online editing sessions over zoom and recording them and adding them to your site. I also now add Editor pages into sites with guidance built in. So all the help you need is there, just ask.
Why posting only in Social Media is not a good idea
Many organisations have their own Facebook, Twitter, Instagram accounts. This is good. But think about your audience. Your audience (people that have signed up to join your feed) are already fans or interested in what you do. They have already bought in to your value proposition. So you are preaching to the converted. But are there any new people coming along. Probably not.
There is so much social media around now, probably in excess of 100 outlets you are unlikely to stumble across a feed which will be of interest to you. It is more likely you will locate a feed through a website with a link to it. That is important, people find social media feeds largely through visiting websites. This is because search engines mainly refer to websites, and people are used to browsing websites. Think about those feeds you have signed up to, how did you get there in the first place?
Think Website First
This is the approach I recommend you take, and how to measure it. Firstly plan, what is it you want to say? How do you want people to respond? Hold those thought at the back of your mind when you create a post for your website.
You have the benefit that you can say a lot in a blog (news page) on your website. So get those messages out crisp and clear. Add an image or two to keep it interesting. You have already exceeded what you can show easily on Facebook and Twitter.
Avoid Text in Images
Some people go to great lengths producing graphically rich content. Which is fine for humans. But the internet infrastructure works on Text. Computers cannot read what is in an image. Also accessibility standards state you should not put text in images because people with visual impairments cannot read them. (Their computers read text, but cannot read images). By all means show an image, but make sure the key points are in text in the post. Then search engines will be able to pick it up.
Assign any relevant categories to your post and publish it.
Turing to Social Media
Now that you have your full message on your website, you can now turn to Social Media. Pull your website up in your browser, navigate to your news page and open the new item so it is full screen. Copy the URL (Web address) for the page.
Now switch to Twitter, Facebook etc and paste that link into the feed. You do not need to write everything again. But you could put a short note there. Usually what happens is social media will pick up some of the text and images from your website.