Know Your Audience(s)
To build followers, it’s important to balance what you want to talk about with what your target audience wants to hear. Match their interests with your organization’s expertise. For example, call attention to and link to a news article that quotes your leadership as an expert.
Plan and Post Regularly
Set a schedule and push out a steady stream of content over time to engage your followers, reinforce your key messages and issue calls to action. To save time, use social media posting management tools to load all of your content (e.g., for the month) and schedule when it goes out and on which platforms.
Include Visuals with Your Posts
Eye-catching visuals are key to getting people to “stop the scroll” at your posts. Examples include photos (e.g., with relevant, inspiring quotes), infographics (including those from partners, crediting them with shout-outs using their handles) and excerpts from videos that help tell your story.
Use a URL Shortener
Twitter has a 280-character limit. If you want to include a link in your post, use a URL shortener to save most of that limit for your message. You can shorten your URLs for free by inputting it into one of the following services and the service will provide a shortened version.
Share Social Media Content
Create and offer a one-pager of ready-to-go content (e.g., tweets and Facebook posts with links, hashtags and visuals) to help stakeholders help you get the word out. Ask them to follow you and share/retweet your post with their followers.