building engaged social media communities · social media manager - british red cross. video vs...

Building engaged social media communitiesThrough storytelling and beyond

Nana CrawfordSocial Media Manager

@britishredcross

“Alone we can do so little; together we can do so much”Helen Keller

Nana CrawfordSocial Media Manager - British Red Cross

Find your tone of voice

Reflect the community you’re trying to build

Just because the nature of your work is serious, doesn’t mean you can’t find times to be lighter in content and tone

Be a personality, not just an organisation

Nana CrawfordSocial Media Manager - British Red Cross

Nana CrawfordSocial Media Manager - British Red Cross

You can find ways to make your rules part of your content

Be prepared for pushback

You can prepare for risks but you have to act in the moment

What do you stand for?

Nana CrawfordSocial Media Manager - British Red Cross

What’s the deal withTikTok ?

Nana CrawfordSocial Media Manager - British Red Cross

Nana CrawfordSocial Media Manager - British Red Cross

What was making people tick?

Read the comments for content cues

Built a community of followers

Over 90K raised through TikTok donate campaign in May

Worked with celebrities and influencers on our wavelength

Understanding a new audience

Nana CrawfordSocial Media Manager - British Red Cross

Video vs livestream

Nana CrawfordSocial Media Manager - British Red Cross

Listen, understand and engage your community Social listening is crucial to understand the wider context

Read the comments and don’t be afraid to be wrong (sometimes!)

Ask questions:• What do you mean by that? • How can we help you? • Are you okay?

Learn from it all and build on what has worked

Nana CrawfordSocial Media Manager - British Red Cross

March MayNana CrawfordSocial Media Manager - British Red Cross

Taking your content on a journey

July

Nana CrawfordSocial Media Manager - British Red Cross

Nana CrawfordSocial Media Manager - British Red Cross

Thank YouFind me on LinkedIn or follow @britishredcross

Nana CrawfordSocial Media Manager - British Red Cross