This post originally was written for Brad Cecil and Associates.
#GivingTuesday is right around the corner! This year it falls on December 3, 2019 – are you ready?
There’s much that goes into this one-day giving event including all the planning to ensure your postcards make it to the mailbox, writing and scheduling your email series – not to mention planning your social media posts.
But what happens when your organization isn’t recognizable on your social channels? It can confuse your audience when you’re not consistent, have multiple accounts, and when you aren’t utilizing your messaging in a way to promote yourself and your good work.
To make sure you are ready, perform a quick social media audit.
What is a social media audit?
A social media audit is a review of all your social media accounts and stats, including impressions, followers, etc. It’s the process of analyzing and evaluating your social media accounts.
An audit allows you to see where you stand now, how far you’ve come, and set goals for where you want to be.
We know giving season is already crazy, but this is also when your organization’s brand is the most visible. If a full social media audit isn’t feasible at this time of the year, at minimum, make sure your brand is being represented well:
What is a social media brand audit?
A social media brand audit is only one small part of a social media audit. You want your organization to be as recognizable and as well-represented as possible across all your social media channels.
To make sure you are ready for #GivingTuesday (or #GivingTuesdayNow), check out this quick social media brand audit:
How to conduct a social media brand audit in 5 easy steps:
1. Name
The first thing to do when you’re looking at your social media profiles is to check that your name is the same across each channel. You will also want to double-check the spelling.
Once you’ve done that, look at each handle as well. If the handle is available, try to be consistent across the board. Take the American Red Cross, for example. On Twitter they use @RedCross, but on Instagram they use @AmericanRedCross.
2. Profile Images
To help with the visual recognition of your brand, make sure you’re uploading the correct size logo on each platform so it isn’t partially cut off or missing. You should be using the same logo for consistency – but optimize it for each platform. Consistency is crucial. Check out how the American Red Cross image looks on each channel below.
- Twitter: 400 x 400 pixels
- Facebook: 180 x 180 pixels
- Instagram: 110 x 110 pixels
- LinkedIn: 400 x 400 pixels
- YouTube: 800 x 800 pixels
- Pinterest: 165 x 165 pixels
3. Cover Photos
Cover photos are almost as important as profile images – but they’re only seen when someone visits your profile. You’ll want to verify that you are using a cover photo for each of your social media channels. This is your chance to insert a little personality into your profile.
- Twitter: 400 x 400 pixels
- Facebook: 180 x 180 pixels
- LinkedIn: 400 x 400 pixels
- YouTube: 800 x 800 pixels
4. Profile Bio
Next, make sure that each social media channel’s bio/description is complete. You’ll also want to check for spelling errors or general grammar mistakes.
5. Website URL
If you only have time for one thing today, then this should be your focus. Please verify that your website URL works! If you plan out your social media schedule, but your website link is broken, then you are turning away your next potential donor.
Summary
It’s important to check in on your social presence. Make sure you’re staying on brand and have a consistent voice for your audience. This list is very short, but very important – especially leading into the holiday season.
Think I left out something on this list? Let me know in the comments below!
Cheers,
Katie
