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How to Create a Social Media Toolkit

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The goal of a social media toolkit is to make it easy for your supporters and members of your organization to create relevant posts that promote a cause or event. This is similar to a press kit with one major difference: your audience. The information, hashtags and graphics that you include in your social media toolkit should resonate with a broader audience than any PR.

Each social media toolkit you create should be specific enough to promote the message you want but also broad enough to allow your members to add their own creativity and ideas into the post they create.

What should your social media toolkit include?

Here are the basic things your social media toolkit should include:

  • Background information on the cause and the organizations involved
  • A Google document with sample copy for posts on each social media platform
  • Custom graphics
  • Social media hashtags
  • Recommended time and date posts should be created

Background info should be concise

Think about the overall message that this social media toolkit aims to promote and then include relevant background info to support that message. Your followers and team members already know your organization, so it is important to be brief and to the point in this section.

Then you craft a message that your followers will be interested in and engaged with. Social media posts are successful when they attract attention, inspire action, and start a conversation.

What is the campaign or cause?

The sample copy you include in your social media toolkit should describe the campaign or cause that you are promoting. There are a few questions that the copy should answer:

  • Why is it important to your organization?
  • Is there any research that supports your claim?
  • What action are you hoping to inspire?

Write a few sample posts for each social media platform you want your members to use. In this example of a social media toolkit, they have taken a slightly different approach that still works. They have post examples that will fit on every platform instead of creating separate posts for Facebook, Twitter, and Instagram. This strategy also works as long as the photos are scaled properly for each social media entity.

You will want to make it easy for people to copy and paste your sample posts onto the posts they create. Make sure you test each one to see that this is accomplishable. If the media or the words and hashtags do not copy and paste easily, then you need to reconfigure the examples until they do.

Branding gives your organization authority

The most important part of any social media toolkit is proper branding. Custom graphics are a major part of your organization’s branding. They should promote your cause and adhere to your brand guidelines.

Creating custom graphics can be difficult, which is why you should hire a digital marketing firm to create them for you. They will have graphic designers on staff that will know how to make beautiful graphics that include the information you want to promote. They will also know exactly how to format the images so they fit on each social media platform.

Do not overdo hashtags

Too many hashtags will spoil the effectiveness of your social media toolkit. Include a few strong hashtags that you want your members to use in their posts. This will cut down on confusion and keep all of the posts surrounding your cause organized and easily searchable.

The most important hashtag for your social media toolkit is called a master hashtag that will tie every post together. This hashtag should be unique, creative, and easily used by everyone posting or commenting.

Your organization will also use the master hashtag to conduct post-campaign research on the effectiveness of your social media toolkit. This is why it is important to create a master hashtag that is easy to use and that will resonate with your followers.

Recommend a time and date for posts

Energy Efficiency Day does a good job recommending a time and date for each sample post they include in their social media toolkit. This is especially important if your cause or message is time-sensitive.

A marketing team can research the most effective times to post information about your cause. It might benefit your organization to hire one to conduct this research to make sure your message is reaching the most people in the most efficient way.

Tracking metrics is crucial after your campaign ends

Use the master hashtag, likes, and comments each post receives to see how effective the campaign was. Take note of what was successful and wasn’t as successful and use that information to improve the next social media toolkit your organization creates.

Social media toolkits are quickly replacing PR and press kits because so many more people are engaged on social media platforms. It will benefit your organization to invest some time and capital into the production of your toolkit to make sure it is effective.

Black Digital is here to help organizations shift major operations to a virtual space. To schedule a free consultation, contact us today.

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