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Evaluation (7)

Evaluation (7)

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Question X

X Question
What kind of sponsored content will garner the most effective return?
- Calls-to-action: you are paying to reach more people because you want them to do something for you (e.g. donate time or money)
- Feel-good stories: brighten someone’s day by showing them the good work you do
- Policy updates: keep prospective audiences in the loop by showing them you’re an evolving organisation
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Question X

X Question
Should you limit your sponsored content to a select audience?
- No. Using sponsored content is about reaching outside your current networks: do not limit your scope
- No. Sponsored content is inexpensive: you may as well reach a wide audience
- Yes. Define a specific target for sponsored content (age, gender, location, etc.)
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Question X

X Question
What should be the focus of your sponsored content?
- A short video or high-resolution image, as this is proven to earn more engagement
- A short headline and a link to your website: simple and direct, get them to notice you!
- A quote from an inspirational figure to encourage people to like/follow your account
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Question X

X Question
Should you use the same content for every platform?
- Yes. Save time by sharing the same graphic and text through every platform
- No. Tailor your content to each platform so that it appears to be a natural part of your audience’s timeline or feed
- Yes. Your audience will only be active on one platform, so it’s acceptable to repeat content across networks
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Question X

X Question
How regularly should you refer to social media analytics?
- Occasionally, whenever you notice a post receiving more attention than normal, to see if a prominent figure has mentioned you
- Once, when checking to see what previous posts have been popular in order to draw up your first social media calendar
- Regularly, as you monitor your posting schedule, making sure the content you want to be seen is reaching the audience most likely to engage with it
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Question X

X Question
When scheduling posts, how many items should you post per day?
- Learn what counts as too many or too few posts for each network you use, and schedule content accordingly
- Post once per day, every day: consistency is the most important thing to make sure people remember you
- Post three times per day, at approximately meal times to catch when your audience may be on a break or relaxing
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Question X

X Question
What is true about scheduling content:
- Once your content has been scheduled, you can essentially forget about it until it’s time to add new material!
- Repeating the same call to action at the same time every day is the most reliable way to make sure it gets seen
- Schedule posts alongside staff: make sure someone is on hand to answer when your audience starts to respond
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Question X

X Question
What is the most valuable form of engagement with your content?
- Click-throughs
- Likes
- Shares
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Question X

X Question
Why would you consider making sponsored content part of your social media strategy?
- You believe it is the easiest way to get your campaign noticed, in comparison to spending a long time building a network of followers
- You suspect your existing followers aren’t engaging with your content, and wish to encourage them
- You want to reach social media users who aren’t already part of your audience, but who have a similar profile
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Question X

X Question
What is a key advantage of using scheduling tools to manage your campaign?
- You can produce and schedule a fortnight’s scheduled content in one burst, and you only need to monitor your accounts
- The tools will create content for you, out of a collection of pre-set phrases, imaged and hashtags, and post automatically without your intervention
- Once you’ve scheduled your posts, you won’t need to interact with your accounts or your audience as the tools can take over
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