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Getting Down to Social Media Brass Tacks
March 18, 2015

(Sally Crowley is the communications director for The John R. Oishei Foundation.)

Sally Crowley In my two previous posts, I wrote about the importance of using social media as part of an integrated communications plan and how to build a solid strategy.

This week, it’s time to talk tactics. One of the things I love about social media is that there’s always something new to try. Here are a few relatively current tricks of the trade.

Post or send at peak viewing times, based on the outlet. 

Twitter usage is highest on weekends and on weekdays between 12 -3 pm. Facebook is stronger on weekdays, mainly from 6-8 am and 2-5 pm.

Email blasts are said to be best sent at 9:30am or 2:30pm on a Tuesday, Wednesday or Thursday. We found our open rates were highest at 9:30am on Wednesday. Test what works best for you and stick with it.

During weekdays, post or send about 5-10 minutes before or after the hour, when people are just back or just heading off to a meeting.

Sally Crowley's Blog Post ArtAdd a photo or video to every post.

You can actually double the reach of your posts by including a picture or video.  If you need visuals, try Freepik or make a visual of your own, like I did here using Canva. In fact, the list of sites providing no or low-cost graphics and photos is as long as Rip Van Winkle’s beard. BufferSocial lists 53 viable options on its blog. Don’t be shy. I used to think you could only tweet one picture at a time, but you can add up to four pictures per tweet. And, as they say, a picture is worth a thousand words. So, cut your text and say more with less.

You can actually double the reach of your posts by including a picture or video... And, as they say, a picture is worth a thousand words. So, cut your text and say more with less.

“It’s not about you.”

Keep people’s interest by mixing up your content. Don’t just talk about your own activities. Sprinkle in links to articles about what’s new in philanthropy, what’s new in your community and how to find out more about the hottest fundraiser of the year. Share others’ posts that relate to your work and your funding. The result: more engagement and wider reach for your organization!

Don’t get in over your head.

If you’re like us here at The John R. Oishei Foundation, you have limited communications staff. It’s tough to join every new social media outlet that pops up. Focus on the best matches for your organization and your staff’s capacity. It’s better to choose a few outlets and maintain them well than to stretch yourself too thin across 20 sites.

Remember to Be Human.

Some of our most highly-read posts are about our staff members or about people that we have helped in some way with our funding or our philanthropic support. we all want to relate to others in a personal way. After all, even though we work in the “business” of philanthropy, isn’t it all really meant to help people live better lives?

What have you tried that’s worked well in the social media scene? 

--Sally Crowley


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  • Transparency Talk, the Glasspockets blog, is a platform for candid and constructive conversation about foundation transparency and accountability. In this space, Foundation Center highlights strategies, findings, and best practices on the web and in foundations–illuminating the importance of having "glass pockets."

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