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