Promoting your campaign
Taking action and inviting others
In the last post, you learned how to start a new campaign. Now it’s time to start promoting your campaign in order to recruit supporters who are ready and willing to take action. If you haven’t already, sign the petition, take the pledge, or make a donation.
After taking action, you’ll be able to access the Friend Inviter — a tool we built that let’s you invite your supporters on Causes and Facebook. Since we like making things easy, the top 50 people who are most likely to take action on your campaign will be automatically selected. You can increase or decrease that number by checking/unchecking the boxes or by selecting “All” or “None”.
After selecting everyone that you want to invite, craft a personal message that succinctly explains why others should support your campaign.
Pro TipPersonal stories have the power to evoke an emotional reaction and motivate your supporters and social connections to take action. Make sure to properly frame your story for the audience you’re sharing it with and be concise.
Note: If you created your Causes account by signing up with an email address, you’ll need to connect your Facebook account to use the Friend Inviter. If you don’t have a Facebook account, click here to learn how to invite others using email.
Using posts to promote your campaign
After inviting others to join your campaign, the next step is start promoting it on social media and/or email. We made it easy to do so by tightly integrating our sharing tools with posts. Whenever you add a post to your campaign, you’ll have the option to automatically share it to your connected social media accounts. Piece of cake!
Maximizing your posts’ reach on social media
Social media is becoming an increasingly crowded space. Facebook reports that the average user’s News Feed has around 1,500 possible stories filtered through per day (they only show about 20% of these). To help you cut through the noise, our Social Media Manager has compiled the following tips.
1. Frame the issue for your audience
When sharing posts on social media, it’s important to properly frame the issue. The goal is to grab the reader’s attention and trigger an emotional reaction that will inspire them to click on your post, take action, invite others, and share it on their social networks.
There are many different ways to frame a post. Remember, the end goal is to optimize for shares. As an example, let’s look at this article that was posted on the campaign to “Remove lead from purses, belts, and shoes” and frame it in different ways.
- News: “New report finds consistent lead contamination in purses, belts, and shoes.” This frames the issue as something “new”, hence the term “news”.
- Call-to-action: “Sign the petition to remove poisonous lead from purses, belts, and shoes.” This framing directly asks the reader to take action.
- Problem: “Lead found in purses, belts, and shoes is a stunningly toxic chemical, and can harm parents as well as children.” This framing presents the issue as a relatable problem, specifically targeting parents.
- Statistics: “Wet Seal, Charlotte Russe, and Forever 21 are selling fashion accessories that contain more than 10,000 p.p.m. of lead or higher.” Statistics quantify a problem. The reader may not know what “p.p.m.” is, but 10,000 of it doesn’t sound like a good thing.
- Entertaining/Humor: “Fashion retailers are caught LEAD-handed.” The Internet loves to be entertained. When done right, this framing can make your content very clickable.
Pro TipFraming a post in multiple ways let’s you see which one resonates most with your audience. Some of the most successful posts on campaigns have used framing that we didn’t think would perform very well.
2. Post when people are online
This is a pretty obvious recommendation. However, knowing exactly when people are online can get a bit muddy. To clear things up, our friends over at Buffer wrote up a nice blog post about the best times to post on Twitter and Facebook. Here’s a quick summary of their findings (times are EST):
- Facebook posts typically get more likes, comments, and shares when posted later in the week (Thursday – Saturday).
- Early afternoon is the best time to post on Facebook.
- Tweet on the weekends (Friday – Sunday) to increase the amount of clicks.
- Tweet between 8am and 10am (when people with mobile devices are commuting) and in the afternoon and evening (avoiding the dinnertime window of 6pm – 7pm) to get more clicks.
It’s important to understand that these recommendations are based on industry best practices and should be used as guidelines and not as a definitive rules. For example, Causes’ Facebook fans and Twitter followers are more active in the late morning, which goes against the best practices detailed above. You know your audience best, so adapt these tips accordingly.
3. Analyze and optimize
The best way to understand whether or not you’re properly framing your content and sharing posts at the optimal time(s) is to look at some stats. To view the stats, click on the post and find the section just below the share buttons (see image below).
Here you’ll find data related to how many actions the post inspired and how many times the post was viewed, shared, and liked.
To assess whether or not your post is effectively inspiring people to take action, divide the number of inspired actions by the number of times someone viewed that post. Then compare it to the average conversion rates for each post type (listed below). Your goal is to post content that inspires action at a rate greater than or equal to these rates. If it’s under-performing, try reframing the current post (see Pro Tip) or add a new one.
Average conversion rates by post type:
- Video post: 27%
- Photo post: 25%
- Article post: 23%
- Story post: 18%
As an example, the post in the above image has inspired 2,353 signatures and 3,602 people have viewed the page. 2,353 divided by 3,602 equals 65%. That’s more than double the average conversion rate for video posts!
Pro TipWhen optimizing your post, you can edit the text by clicking the grey edit button. You’ll also be able to write a new message that will be used as the share text when you click on any of the share buttons.
Sharing your posts via email
If you created a Causes account using an email address and don’t want to connect your Facebook account, you can still invite others via email. To do so, click on the text link that says “email”. This will auto-populate an email message for you. Add your email contacts to the To: field, write up a short personal message, and click send.
After taking action, inviting others to join, and promoting it on social media and email, your campaign will be off to a great start! Next, we’ll cover how to keep up the momentum that will help drive your campaign to victory.