Dec 6

Five tips to create an effective social media toolkit

Social media toolkit

Social media toolkits are powerful tactics that encourage stakeholders to share premade content to target audiences. They feature branded content organizations can provide employees, board members, doners and any other stakeholder for sharing on their personal social media platforms to achieve a communications goal.

Since stakeholders are sharing your content on their personal social media profiles, the messaging is perceived as more meaningful to target audiences. That’s because it’s coming from someone they have a relationship with rather than an organization’s page.

Because you’re encouraging stakeholders to share premade content on their social media channels, it’s important to make the entire process simple and easy to understand. If you don’t, your content will end up untouched in their inboxes. Ask yourself: When was the last time I shared something I didn’t like or was too complicated on my Facebook page?

Follow these five tips to help ensure stakeholders press the share button instead of scratch their heads after receiving your social media toolkit.

Do your research

Make sure you perform the proper due diligence and research on which social media platforms your audience and stakeholders use. This will avoid you putting your time and energy into creating content for social media platforms that your stakeholders don’t use as often as others.

By completing your research ahead of time, you not only increase the likelihood of your stakeholders sharing your content, but you also increase the chances of your content being seen by your target audience.

Tailor your content for different platforms

After identifying which social media is best for your stakeholders to communicate through, tailor your content to ensure it meets each platform’s requirements. It goes without saying: Not every social media platform is the same. Instagram doesn’t allow links in posts or videos over 60 seconds and Twitter has a 280-character limit.

Creating separate posts for each platform ensures your stakeholders won’t run into unexpected issues when trying to post. The odds are if a stakeholder isn’t able to post after one attempt, they won’t try again. Tailoring your content for each social media platform also prevents stakeholders from altering your messaging and adding inaccurate information if, for example, your provided Twitter copy is too long to post.

Make it simple

When it comes to social media toolkits, simplicity is the name of the game. Providing stakeholders with an easy-to-follow toolkit containing clean messaging and eye-catching visuals will greatly increase the likelihood they will share its content. If the process of downloading the content and posting to social media is more than a few clicks, most stakeholders won’t take the time to participate.

Here are a few tips to help make your social media toolkits as simple as possible:

  • Label and organize your posts.
  • Separate posts by social media platform.
  • Embed usernames and URLs in posts.
  • Store the toolkit on Dropbox, Google Drive or another sharing platform.

Test your content

Before exporting and hitting send on your social media toolkit, test your content to make sure everything looks the way you envisioned in your head.

When I make social media toolkits that include profile and cover photos, I export and upload them to my social media pages –without posting – so I can confirm there won’t be any unexpected crops, unwanted compression or hard-to-read text.

Taking this extra step takes more time, but it’s a worthwhile effort to avoid any smudges on your branded content – or stakeholders’ social media profiles.

Stay on brand

Just like every other communication tactic, it’s essential that your social media toolkit is on brand. The beautiful part about social media toolkits is you get to write and design what your stakeholders are sharing, ensuring posts are created from key messages and brand guidelines.

I hope you will keep these tips in mind before you create your next toolkit. What are some of your tips to develop effective social media toolkits?


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