It is certainly no secret that on Facebook and other social channels, the more viral a nonprofit’s content, the more likely it is to be seen by a wider audience of potential supporters. This is why most organizations focus so much time creating content that will drive people to interact with it, whether that means liking or sharing it or taking some deeper action like leaving a comment or signing a social petition. And with the speed at which social content comes and goes, creating a constant stream of new content can be immensely time-consuming and can frankly burnout the person responsible for social media – who, if your organization is like many, wears several other hats.
Luckily, organizations really don’t need to approach the challenge on their own. The most successful Facebook pages use a mix of content and much of it comes from, or is inspired by other people. Having the right mix of curated, user generated and borrowed content really does create a virtuous cycle. A good mix enables you to increase the number of posts you create which leads to greater news feed presence and greater awareness. This, in turn, leads to increased engagement and yet even more news feed views.
But what should the mix look like? Here’s how to start: