You can't make a difference for animals while screaming at a wall. In today's interconnected world, with billions of social media users at your fingertips from every corner of the globe, you need to have an audience if you want your message to be heard. Beyond just having an audience, you need that audience to engage with you. If not, you're just a person talking to themselves in a very, very crowded room.
The next several parts of my continuing series on effectively harnessing the power of social media to advocate for animals will be focused on just these issues. How to get people to follow you on social and how to get these individuals to engage with what you’re posting.
First, let’s get some definitions out of the way. 'Engagement' is essentially any way that people are interacting with your posts. Likes (or on Facebook, they're called 'reactions'), comments, and shares are the metrics most commonly associated with engagement.
'Reach' refers to the amount of times a specific post has been seen by users on a particular platform.
'Growth' is generally associated with the increase (or possibly, decrease) in followers of a particular account.
The beautiful part of these metrics is how they perfectly intertwine. When engagement on your posts increase, the reach is extended, and therefore your growth increases. When your growth increases, so does the amount of engagement and reach your posts receive. The correlation between engagement (particularly shares) and growth is undeniable.
Getting your posts into the newsfeeds of others is absolutely essential. Without accomplishing this, there is no point of raising your voice for animals on social media. This is why it’s important to pay attention to engagement, reach, and growth. You must maximize your progress in all of
Every person who your followers are following are essentially competitors of yours. Newsfeed real estate is extremely limited and you need your content to be seen by your followers. By making adjustments to your social media posting strategies, you will increase the likelihood of that happening. Simple adjustments in tactics and communication are going to lead to success.
The next several parts of this series will be about just these factors on social media. Maximizing engagement and reach on posts while growing your following. They're crucial if you want to make a difference. The animals are depending on us to have our voice amplified on their behalf.
John Oberg is a social media pro, dedicated to making the world a kinder place for animals by utilizing the power of social media. He recently launched his own independent project for animals through Patreon. Prior to that, he served as Director of New Media for the international animal protection organization, The Humane League. And prior to that, John served as Director of Communications for Vegan Outreach. In both of these roles, John oversaw social media for the organizations which led to a tenfold increase in following in both, as well as over 1 billion views of content posted to these pages.