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Download a PDF version of this proposal
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rECOMMENDED SOCIAL MEDIA
Frequency: 3-5 times per week, increase for events or news
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Frequency: 1-3 times per week, increase for events
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Frequency: 1-2 times per week, increase for events or news
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FACEBOOK: Facebook will be the most important medium for this group. HTWG should share updates about the organization, bios of staff members, trans-related news and current events (particularly about government and policy changes), and detailed information about local and partner events. They would also benefit from sharing both serious and light-hearted trans-related images, GIFS, and memes, creating polls or opinion posts, and by reposting content from partner organizations and their members (using tags with their permission).
Foremost, this group should focus on building and maintaining their community. I strongly recommend that they engage with all or almost all commenters, and that they comment and like posts on other organizations' and users' pages. Supported by the book No Bullshit Social Media, it is suggested that social media marketing and engagement is not about technology, -not what sites you're on or how complex your posts are- but about communication, and that rings particularly true for this type of organization. The book writes, "Instead of thinking about websites, widgets, and whiz-bang apps, you should be thinking about listening to conversations, participating in them, developing key talking points, and providing information as a resource to those you converse with" (56). Fortunately, networking is already one of their strong suits, and it will be vital to expanding their online community.
In addition, HTWG should create a closed or hidden Facebook group that includes screening questions. This group should be for members only, and should be a space for them to talk, vent, ask for advice or resources, and additionally, the organization should share their published content through this group. This is designed for people who are not out as transgender in their personal lives and may not be able to follow the public page. I also recommend that HTWG establish and post times that the organization will be available on Facebook for live chat, and commit to being online at that time.
Foremost, this group should focus on building and maintaining their community. I strongly recommend that they engage with all or almost all commenters, and that they comment and like posts on other organizations' and users' pages. Supported by the book No Bullshit Social Media, it is suggested that social media marketing and engagement is not about technology, -not what sites you're on or how complex your posts are- but about communication, and that rings particularly true for this type of organization. The book writes, "Instead of thinking about websites, widgets, and whiz-bang apps, you should be thinking about listening to conversations, participating in them, developing key talking points, and providing information as a resource to those you converse with" (56). Fortunately, networking is already one of their strong suits, and it will be vital to expanding their online community.
In addition, HTWG should create a closed or hidden Facebook group that includes screening questions. This group should be for members only, and should be a space for them to talk, vent, ask for advice or resources, and additionally, the organization should share their published content through this group. This is designed for people who are not out as transgender in their personal lives and may not be able to follow the public page. I also recommend that HTWG establish and post times that the organization will be available on Facebook for live chat, and commit to being online at that time.
INSTAGRAM: Because Facebook is typically a better medium for an organization to convey information, HTWG can engage less on sites like Instagram and Twitter. However, it's important that they still have an active presence on them. HTWG should post light-hearted and/or trending trans-friendly images and memes, user/member submitted images (such as transition progress photos), and particularly, pictures before, during, and after events. They should utilize hashtags and tag their followers.
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For an example of a successful non-profit on Instagram, take a look at the non-profit organization To Write Love on Her Arms' (TWLOHA) insta with over 141,000 followers. Or see Habitat for Humanity's insta, with over 44,000 followers.
Click Images to View Pages
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See 25 helpful tips for Instagramming for a non-profit group on Classy.org, the most popular platform for community building for non-profit organizations. See the infographic below from CauseVox.com, another online fundraising platform.
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TWITTER: Because of the increased risk of abuse and the overall decline in the medium, HTWG should focus minimal attention to Twitter. They should certainly tweet information about the organization and events, retweet members and followers posts, retweet trans-related current events, and perhaps share Instagram photos. They should utilize hashtags and provide noticeable links to their other social media sites.
ADDITIONAL: HTWG should consider making and publishing their own image and video content, and should become minimally active on sites like YouTube. Also, I recommend that they update and remodel their organization's website. Be sure that all media, posts, and websites are compatible with mobile devices, as many users access social media almost solely from their phones.
ADDITIONAL: HTWG should consider making and publishing their own image and video content, and should become minimally active on sites like YouTube. Also, I recommend that they update and remodel their organization's website. Be sure that all media, posts, and websites are compatible with mobile devices, as many users access social media almost solely from their phones.
Event posting guide
Click to Enlarge image
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Heartland Trans Wellness Group hosts and promotes many events in the community, and their visibility through events is how I found out about them myself. They are well-connected to their audience. With their already present strengths, a more frequent and detailed event posting schedule could build their community exponentially and drastically increase attendance to their events. The infographic to the left is designed to be a handy and downloadable guide to event posting for HTWG.
This blog on BufferApp.com suggests different strategies for event posting and stresses posting before, during, and after events. For this infographic, I broke it down further into four "types" of posts. Firstly, there should initial and informative post containing all known information about the event. Secondly, there should be a reminder post to keep the the event fresh in followers' minds. Thirdly, there should be a post (or several on the day of the event) and lastly, there should a follow-up post about the outcomes of the event to let members know what they missed if they didn't attend the event.
Notice that they should update all mediums for events, but not necessarily at the same times. Users notice when the same content is posted on different sites around the same times and it can seem disingenuous to an audience. Try to stagger posts if possible, both throughout the day and throughout the week. See Shortstack.com's infographic or Coschedule.com's guide to see the best days and times to post on social media sites.
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Safety guidelines and tips
Due to the controversial nature of HTWG's mission, they may have an increased risk of abusive and threatening comments and messages, as well as discussions of personal information on their social media pages. Here are some strategies to combat potential harassment and address legally sensitive information :
- On Facebook, create a closed and hidden group for members only and include screening questions. This will protect user privacy as well as afford members a safe place to talk without the risk of abuse.
- Do not engage with abusive or threatening people through comments or direct messages. Take screenshots if necessary, but then immediately delete all comments and block the user.
- Do not give out personal or location information about any member of the organization. Receive consent from members before tagging them in posts, photos, or videos.
- Advise members not to discuss legal, health, or private information on the organizations' public page; guide them instead to the closed group (with discretion). Note that no communication is completely private.
- Do not allow other pages or social media accounts to tag HTWG's content in anything adult or porn-related. Remove the tags and block or report to Facebook immediately.
- Restrict passwords and account information to only a few select administrators. Change passwords often. Have honest and clear communication with employees who run the organization's account about what is and isn't acceptable for the organization to do or post.
- Note that many members may confess personal thoughts, details about their mental health, and crimes or situations that have or are currently happening to them. Have readily available resources on hand for LBGTQ and mental health services in their location (such as the one they've already compiled here). Advise those in dangerous situations to seek police or emergency medial help. Be aware that you may be contacted and private messaged directly by minors. Save or screenshot message threads for transparency and be sure not to discuss private or legal information. Be direct and inform them that the organization has an obligation to report anything they feel is an immediately threatening situation to the appropriate agency (for example, Child Protective Services).
