Make the Most of Your Summer: Audit Your Social Media Strategy!

Summer is here, and for some, it signals a much-needed slowdown. But not for everyone.

This quieter period though, particularly in July and August, presents a good opportunity for organizations to fine-tune their social media strategy. Using this time wisely can make all the difference for the rest of the year.

Why Audit Now?

You’re six months into the year. It’s the ideal time to take stock and assess what is and isn’t working in your current social media output. This isn't just about glancing at your analytics to track a few trends; it’s taking the time to deep dive into the stats to inform your strategy for the busier autumn and holiday seasons ahead.

During an audit, you'll want to look at the following:

• Reach: How far is your content truly spreading?
• Engagement Rate: Are people interacting with your posts, and if so, how deeply?
• Audience Growth: Is your community expanding at a healthy rate?
• Content Formats: Which types of content (videos, images, text posts, stories) are resonating most effectively, and which are falling flat?
• Content Pillars: Are your core content themes still relevant and performing as expected? This is a crucial area to tweak if needed.

Speaking of content pillars, these are the foundational themes around which your social media content is built. Common pillars often include:

• Educational Content: This is where you inform your audience about your organization, its mission, and what you do.
• Storytelling: Sharing compelling case studies or personal narratives about how you’ve helped to empower individuals or communities can be incredibly powerful.
• Advocacy: Mobilizing your audience to act or support a cause.
• Awareness: Raising general understanding about a particular issue or your organization's work.
• Fundraising: Direct appeals or campaigns to generate financial support.

By reviewing these pillars, you can see if certain areas aren't getting the cut-through you’d hoped for.

The Power of Community Management and Social Listening

Auditing your content pillars goes together with examining your community management and social listening strategies. These two elements are vital for truly understanding your audience and adapting your content.

Let's say that you find your educational content pillar isn't performing as well as you’d like. This is where social listening can really make a difference. We help organizations find opportunities to jump into conversations and put themselves in front of the right audiences. By setting up specific searches on social media platforms or management tools, you can monitor conversations that are relevant to your mission and join in.

For example, if you're a mental health charity, you could set up searches for people asking about local support services in their area. When you spot these queries, your organization can proactively jump in, offering helpful information or directing them to resources you provide. Similarly, if someone shares a personal story about loss due to mental health issues and expresses a desire to raise awareness or celebrate a life, you could suggest relevant activities, like participating in a charity run. This direct, empathetic engagement not only provides valuable help but also reinforces your organization’s role and expertise within your community. It helps to nurture strong communities, increase supporter loyalty, and drive engagement.

Preparing for the Rush: Gearing Up for Autumn and Winter Campaigns

Beyond auditing, the quieter pace of summer allows time for proactive planning for the latter half of the year, especially if you're gearing up for a big winter or holiday campaign.

Things you can start to think about and plan are:

• Asset Collection and Creation: Ensure you have all the necessary photos, graphics, and videos for upcoming campaigns.
• Storyteller Management: If your campaign involves real people sharing their stories, make sure you have all consent forms and permissions in line.
• Video Production: Plan and carry out any video shoots or editing needs now, rather than waiting until the last minute. Having a clear understanding of your creative needs will drive your objectives forward.
• Content Calendar: Make sure you - and the key stakeholders around you - know when and where your content is being published so all communications align and support your CTA’s.

The goal is to use this time to get organised, so you’re better prepared when things pick up.

How Catnip Comms Can Support You

While taking a much-needed break is important, using the quieter summer months for strategic work can be incredibly beneficial. Our team is passionate about using digital to do good in the world, and we love putting the social back into social media. If you're taking a well-deserved vacation and need some support, we offer audit services as part of our consultations.

So, as the summer unfolds, consider dedicating some time to a social media audit and forward planning. Your future self - and your upcoming campaigns - will thank you for it!

Please reach out to us if you have any questions or need support with your social media. We’re always happy to talk through your challenges.