Marketing and Comms – Social Media Marketing

I’m putting together a course specifically for charities and non-profits. This piece is part of a collection of materials that you can get as handouts, but I’ve also posted it online because even though it was made for the Building Value program, it could be useful for lots more people.

Social Media Marketing Models are like game plans for using Instagram, Twitter, Facebook, and other platforms to spread the word about your charity or non-profit. These models help figure out the best ways to share your message, connect with people, and get them excited about your cause. Two popular strategies are the Honeycomb Framework and the POEM model:

  1. Honeycomb Framework: This one looks at social media like a big, complex world with different parts, each doing its own thing. Imagine each section of a honeycomb representing stuff like sharing stories, building a community, or showing the world what you’re up to. Charities use this to decide where to focus their energy, like creating awesome content that tells a story or starting conversations to get people involved.
  2. POEM (Paid, Owned, Earned Media) Model: POEM breaks down how you can spread your message in three ways:
  • Paid Media: This is when you pay to get your content out there, like ads on Facebook or Instagram. It’s like buying a billboard but online.
  • Owned Media: These are things you control, like your charity’s website or your social media pages. It’s your home base where you share your own stories and info.
  • Earned Media: This happens when other people start talking about your charity because they think it’s cool. It could be someone sharing your post, a news article about your work, or mentions on social media. You don’t pay for this; it’s earned by being awesome.

Example: Let’s say there’s a non-profit called “Art for Everyone” that wants to make art classes available to all kids. Here’s how they might use these models:

  • Using the Honeycomb Framework, they decide to focus on sharing student artwork and class experiences on Instagram (highlighting the “Sharing” part of the honeycomb) and using Twitter to chat with supporters and answer questions (focusing on the “Conversations” part).
  • With the POEM model, they might pay for Facebook ads to reach more people (Paid Media), regularly update their Instagram with cool art projects from their classes (Owned Media), and get excited when a local news outlet writes a story about one of their art shows, sharing it with their audience (Earned Media).

By understanding and applying these Social Media Marketing Models, “Art for Everyone” can better navigate the social media world, connecting with more people who care about their mission and getting more kids into art classes.