“Social media should be about engagement and conversation, not just about broadcasting your own messages”

Rosie McIntosh, of Third Sector Lab, is delivering a session on how to maximise and measure the impact of your social media at the SFHA’s Communications Conference next week. Ahead of the event, she talked to the SFHA’s Kirsten Walker about common social media mistakes and why she still looks back fondly on the days of Bebo.

Many organisations’ digital media presence comprises their website, Facebook and Twitter – is this enough in 2018? Are there other channels that we should all be embracing?

The important thing is to know your audience and go to the places online that they use. I don’t think it’s helpful to be chasing after the latest trends, unless it will be helpful for engaging with the right people. 

However, I do think that a lot of organisations would benefit from using different channels. YouTube is the world’s second search engine, so it makes sense to share our video content there. I also think there’s a lot of potential for using social messaging apps like WhatsApp.

Where do you feel that organisations often go wrong with social media? What are your bugbears?

Sometimes it’s easy to forget the ‘social’ part of social media. It should be about engagement and conversation, not just about broadcasting your own messages. I always imagine social media like a house party. If someone just stands there shouting about their own news and telling people what to do, nobody will want to listen to them. Listen, ask questions, share other people’s content, engage.

Do organisations need to measure and evaluate their digital communications?

Yes – of course. Digital communications aren’t just a tick-box exercise. We should only be investing our time and resources in it if it is delivering results. And the only way to know if it is working, is to measure and evaluate. But it shouldn’t be arduous and it shouldn't be all about numbers. It’s about identifying clear objectives and checking whether we’re achieving them. 

What tools can make digital communications easier?

There are so many great tools out there. My steadfast tool is Hootsuite, because it is all about efficiency. In under an hour, I can schedule all my posts for the week, across multiple platforms, and measure what’s been working. But I also enjoy trying new fun things. My favourite at the moment is the Anchor app, which makes text-based video from audio recordings. It does struggle a bit with the Scottish accent, though. 

What are some current exciting examples of digital innovation?

I love seeing examples of organisations using technology to achieve their key aims, rather than just to promote their brand. There is some fascinating work being done at the moment with VR (virtual reality), particularly with people who have dementia and in end-of-life care. 

Do you think Facebook and Twitter will still exist in 10 years’ time?

I have no idea, but I know that they’re still the major platforms for now. Facebook is the world’s biggest country – it has over 2 billion active users. Ten years is a long time in digital communications, though – anything could happen. 

What was the first social media platform you used?

I was a big Bebo user. I still look back fondly on being able to change the skin of your profile, save a favourite video or just send love to a friend for no reason. Social media now is all about what’s happening right now. It’s different. 

Do you ever take a break from social media?

I have to use it all the time for work, so social media isn’t really a big part of my personal life. I’m quite strict on phone etiquette – I’m not someone who spends my life taking pictures of my dinner (unless it looks reeeeeaaaally good).

The SFHA’s Communications Conference is taking place on Thursday 29 March at The Studio, Glasgow. To book your place, and for further details, visit the ‘what’s on’ section of the SFHA website.