AEA365 | A Tip-a-Day by and for Evaluators

Feb/18

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20/80 Rule for Social Media by Jayne Corso

Hi my name is Jayne Corso and I am the social media manager for AEA. Today, I wanted to dive into the type of content that should be shared across social media channels. Social media content should be split 20/80: 20 percent brand promotions and strong calls to action, and 80 percent should be dedicated to content that really interests your audience and engages them in conversations. So how can you master this equation? I have put together a few tips and tools to help you out!

Rad Resource: Google Alerts

Google Alerts are a great way to follow key terms, people, or organizations that’s are making headlines. You can get emails when new results for a topic show up in Google Search. For example, you can get information about news, products, or mentions of your keywords. You can set up your google alerts here: https://www.google.com/alerts#

Hot Tip: Repurpose Your Content

If your organization produces a publication, this can be a great resource for social media. Repurpose articles or blog posts by sharing this content on your social media channels. You can even look back at past issues and start a discussion around an archived topic.

Hot Tips: Share Topics, Not Actions

We often want to use social media to promote our webinars, tools, or services. Although social media is a great outlet for these messages, your audience will not be interested in your content if you keep asking them to make a purchase. Try another approach—present your promotional content as topics instead of actions. Create a conversation around the topic of your webinar or ask your audience how they overcome challenges. These types of online conversations can lead to more overall engagement.

Do you have questions, concerns, kudos, or content to extend this aea365 contribution? Please add them in the comments section for this post on the aea365 webpage so that we may enrich our community of practice. Would you like to submit an aea365 Tip? Please send a note of interest to aea365@eval.org . aea365 is sponsored by the American Evaluation Association and provides a Tip-a-Day by and for evaluators.

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1 comment

  • Sarah Wilson · February 25, 2018 at 8:29 pm

    I found your post very interesting and informative Jayne. The organization I work form has some social media presence but not nearly enough, and not done to a successful level. I have been dabbling with helping out create material for our social media, but have been somewhat frustrated with the lack of engagement.

    Having read your article and the 20/80 rule, I realize that we are doing the reverse. 80% is branding and sales, and we are posting only 20% worth of content. Not for want of content, there is a lot being generated daily, however, we are only currently using Facebook as a social media platform. We do not have a blog or twitter feed, there is an Instagram account. I personally think it’s somewhat detrimental to the organization to not be making use of more social media platforms.

    They are currently hoping to work onto Snapchat, I’m not sure if this is a worthwhile endeavour for the organization as it’s not a permeate, nor is it really a conductive platform for an organization. As a social media manager, do you think Snapchat is a worthwhile social media platform for an organization to involve? Or is it not worth the time and commitment to do so?

    Thanks again for the information, I will keep that 20/80 rule in mind for future media content.

    Reply

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