Making the most of social media

Midlands networking group
6 June 2018
14.15 - 16.45
CharityComms members / corporate partners*: free
Non-member charities: £30+vat
Non-member corporate/public sector: £60+vat

*There is a maximum of four places for corporate partners/corporate organisations at this event (one per organisation) due to limited space

John Lewis Birmingham Community Hub
Level Four (in the corner of Audio and TV)
2 Station Street
B2 4AU

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Social media is an ever-evolving platform that has become increasingly integral to every charity’s content strategy. But how can you be sure you’re using your channels to their full potential?

At this event we’ll be looking at how to make the most of your organisation’s social media. From ensuring you’re keeping tabs on the metrics that matter, to maintaining a consistent tone of voice across different platforms, we’ll be assessing how to create and sustain a well-rounded and successful social media presence.

On the agenda

14.15 - 14.25
Registration and refreshments
14.25 - 14.30
14.30 - 14.50
How to target your audience most effectively on social media

You may know who you want to talk to, but how can you use social media most effectively and efficiently to reach them? You will find different audiences on different channels, so it’s important that you pick the right channel to reach them. Then comes the difficult part; ensuring your content stands out against other organisations trying to reach the same people.
In this presentation, Gina will show how Canal & River Trust have used different platforms to engage with different audiences. This will include how to plan content for your target audience and how to take learnings from its performance.

Georgina Garland, social media manager, Canal & River Trust

14.50 - 15.10
Establishing your tone of voice across multiple platforms

As more people choose social media as their first point of contact with organisations, it is not enough to merely respond to people’s requests and create content for the masses.  Exchanges on social need to sound genuine, be meaningful, and address the supporters’ concerns in a way that adds brand value.
And despite our generation’s fascination with bots, nothing is quite like interacting with a human being who can understand the situation and respond with personalised messaging and an appropriate tone of voice.
In this session, Bernard Muscat will explore the diversity of Macmillan’s tone of voice on social, and the challenges around establishing a shared tone of voice across the organisation’s numerous social presences.

Bernard Muscat, senior social media officer, Macmillan Cancer Support

15.10 - 15.30
Curating a content strategy for social

Do you ever feel like people in your organisation just expect you to ‘do the Twitter’? When you’re in the busy environment of a charity workplace, with competing priorities, messages and channels, finding a consistent social media voice, style and tone for your charity can be hard. Establishing a clear content strategy for social media can make all of the difference. In this talk, Lucy will look at why and how The Wildlife Trusts constructed a social media strategy, the processes involved and the benefits it has since brought about.

Lucy McRobert, communications manager, The Wildlife Trusts

15.30 - 15.50
Measuring impact and meaningful engagement

Before you can measure the impact of your social media, you need to establish what “impact” means to your organisation. Combining this understanding with a knowledge of which metrics really matter, you can create a social media presence that does you cause justice.
In this talk, Holly will share her insight on measuring social channel growth, and putting in place measurement processes that will allow you to lay the groundwork for long term meaningful engagement. Holly will also share a template of social media reporting tools that will help you put the tips into practice.

Holly Edwards, social media and digital communications officer, Meningitis Research Foundation

15.50 - 16.05
16.05 - 16.45
Group discussions

We’ll break out into four groups to discuss each of the topics covered by the speakers. You can choose which subject is the most pressing for your organisation and hash it out with others facing similar challenges.


The Midlands Networking Group is a network of comms professionals working in UK charities and not-for-profit organisations in the Midlands.

You’ll be given the opportunity to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The group is designed to encourage networking and peer-to-peer support, sharing issues in a ‘safe’ and relaxed environment.

Each event will focus on a topic which delegates will discuss in small groups before feeding back to the group as a whole. There’ll also be plenty of time for networking.

In between events, stay in touch with your peers by joining our Facebook Midlands Networking Group.

If there’s a topic you’d like to discuss or if you’d be interested in speaking at a future event, please contact Robyn Lewes.

If you’d like to be one of the first to hear about these events, please email Sarah Cutress to be added to the Midlands Networking Group mailing list.

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