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ISO Social media segmentation advice!!

  • 1.  ISO Social media segmentation advice!!

    Posted Jun 11, 2019 10:50
    Hey NTENers!

    I have a question I've been wondering about and maybe some of you have experience with this?

    Our non-profit is quite small, but we have a national orientation (in Canada). The last few years, we've started to regionalize some campaigns & programs, so they are much more place-specific. I'm wondering if we need different social media accounts now - one for our main 'national-level' programming, and one for each of our regional campaigns. I am thinking it could alienate an
     audience in Vancouver, BC to be seeing a lot of content about happenings in southern Ontario.

    If we do branch off, a problem will definitely be generating enough content for these channels, because we only have 5 staff and not even a full-time comms person. Is it better to have one very active account, even though content might not be relevant to all the audiences or a few, less active accounts with targeted content? I recently learned (!) that we can segment audiences by place for our FB posts, but don't think this an option with Twitter.

    Anyone have any thoughts or experience with this?

    Thank you!

    Christine Mettler
    Canadian Freshwater Alliance
    London, ON
    picture of work desk from home with notebook, glasses, coffee, keyboard

  • 2.  RE: ISO Social media segmentation advice!!

    Posted Jun 12, 2019 08:56
    Edited by Ariana Estes Jun 12, 2019 08:57
    Hey Christine,

    I'm often faced with this question from our program managers within my organization because we provide services across the state of Virginia, but not all services are offered in all parts of the state, and they're interested in having pages focused just on their programs. We have the same challenges you described - I am the only person who manages our social media accounts, and getting enough great content developed for our current accounts is already difficult. I don't feel we'd have enough quality content to branch out or the capacity to create that content and manage those pages, so we've stuck with focusing on one, quality account for our overall organization rather than branching out. I feel that having one very active account to represent our work is more beneficial to us than having several, less active ones. We use targeted email as a tool to deliver specific information to targeted audiences when needed.

    Ariana Estes
    Web and Social Media Specialist
    Lutheran Family Services of Virginia
    Richmond, VA

    picture of work desk from home with notebook, glasses, coffee, keyboard

  • 3.  RE: ISO Social media segmentation advice!!

    Posted Jun 12, 2019 09:42

    Good morning, all,

    This is a topic I'm very familiar with, and I have implemented both splintered and unified strategies for organizations. I say splintered, not segmented, because segmented lists are part of the greater. Creating multiple account pages for different programs or regions splinters those constituents and creates silos.

    In my experience, there are very few reasons to do this, and usually, it's when the issue/programs/regions are so drastically different that the constituents are likely very different. Regionality can be one of the reasons, but I believe if the organization doesn't have a local presence (chapter, staff, volunteers) that create local content, it's likely not worth splitting.

    Also, you already identified limited resources as an issue and any new social media presence will take more resources that you don't have to manage. Instead, it sounds like your resources might be better spent utilizing your existing unified channel more effectively.

    Targeting - On Facebook you can target constituents by region, and on all social media channels you can name regions/cities & use regional hashtags to help folks self-curate, share with regional contacts, and to influence algorithms.

    Groups - Consider whether Facebook, LinkedIn, or private label Groups might better serve to reach specific program participants, volunteers, etc. Groups work best for folks closely connected to your org & issue, so not the general public. They'll also do better if they're engaged regularly, so it's still more work, but they could be helpful for program participants to share plans, lessons, or mutual support.



    Chris Tuttle
    Trainer, Speaker, Consultant
    Pronouns: he/him

    www.tuttle.co | chris@tuttle.co

    picture of work desk from home with notebook, glasses, coffee, keyboard

  • 4.  RE: ISO Social media segmentation advice!!

    Posted Jun 12, 2019 13:32
    Thanks for the responses, Chris and Ariana!

    I've gotten a few other responses on other forums echoing your advice, so seems keeping one account and targetting where possible is the best way forward for us, especially given our capacity.

    Would be interested to hear if any others have any opinions/experience to the contrary, though!

    Thanks again!

    Christine Mettler
    Canadian Freshwater Alliance
    Kelowna, BC

    picture of work desk from home with notebook, glasses, coffee, keyboard