Image Source: https://flic.kr/p/dzN6Vp
Would you hand over the keys to your nonprofit’s Twitter or Instagram account to a volunteer, partner, artist or celebrity?
It’s called a social media takeover, and it’s been used by big brands and a variety of nonprofits with some fairly impressive results – such as big boosts in followers and engagement. It’s a tactic well suited for arts organizations and orgs with great visuals (think food porn), but any org can use it with a little creative thinking.
Here are 6 tips for executing a social media takeover of your own.
1. Find the Right Person
Thinking celebrity? Maybe. But a staff member, board member, volunteer or artist may work, too.
Some advice from the International Center of Photography:
“For each takeover campaign, we research photographers and look for those with strong work that relates to the current exhibition or programming, who are active on social media.
So far our most popular image [see below] is by Nancy Borowick, who shared her parents’ journey through cancer. This was part of the #ICPTakeTen takeover campaign that focused on ICP School alumnae working on women’s issues.” – Qiana Mestrich, Associate Director, Digital Content and Engagement, International Center of Photography
2. Establish an Objective
Why are you doing a takeover? What do you hope to accomplish? Here are a few potential objectives. (Feel free to expand these options in the comments section.)
- Broaden your network
- Inject excitement
- Boost engagement
- Prompt action
- Establish authenticity or authority
- Educate members
- Open dialogue
- Borrow influence
3. Guide Them With Guidelines
Some advice from SFMOMA on the Go:
“Set some guidelines and tips for what it is you’re looking to get out of the takeover. If you’re not comfortable with handing over the keys, you can request that your contributor email the photos first and you post their image and copy. Since the voice might shift when coming from someone else, and they’d likely be speaking in first person singular, make sure it’s clear to your audience that this is a takeover (a hashtag, and the name of the person in every caption can help clarify). You may also need to do a little editing, but I’d keep it minimal and also steer clear of trying to cram too much messaging into a post. It should be authentic. And try to keep it fun!” – Jolene Torr, Social Media Associate, SFMOMA on the Go
4. Limit the Duration
What fun (or good) is a takeover if it lasts forever? It’s the ephemeralness of a takeover that helps give it urgency and energy.
Keep your takeover well-defined. Takeovers can last one day, or during a week long event, or can even repeat weekly or monthly.
5. Have a Hashtag
Track and amplify your takeover by establishing and frequently using a hashtag or set of hashtags (research your options on Ritetag, Hashtagify, Twitter advanced search and Instagram search).
6. Promote Like Crazy
Build excitement for your takeover by promoting it across multiple networks, including email. Instagram to Twitter is a common path for takeovers.
Consider daily countdown graphics to quickly and visually convey the lead up to your event. Reach out to your to social media people, from board members to top fans, before, during and after the event to ask for their help.
To get the most out of a takeover and extend its shelf life, recap on your blog, Facebook page and newsletter.
Check out these 6 nonprofits that have hosted social media takeovers.
SFMOMA
This spring SFMOMA has an exhibition at the Grand Palais in Paris (part of “SFMOMA On the Go” which are exhibitions with partner museums during SFMOMA’s expansion), and asked its Communications Manager to take some photos while she was abroad for the opening. They prepped her with a shot list and tips for what would do well on Instagram. The results were great. They had over 7,980 likes and 120+ comments on 8 posts.
Brooklyn Museum
Hello! It’s @oleknyc and I’m taking over @brooklynmuseum’s Instagram for a second time to show you the crocheted wonderland I’ve been working on for this year’s #bkartistsball. It’s a survival of the fittest kind of world, and this guy just couldn’t keep up! Fast hands get the job done and Team Olek is working non-stop for the Ball. We’re serving up some unexpected delicacies! A photo posted by Brooklyn Museum (@brooklynmuseum) on
Brooklyn Museum invited artists to take over its Instagram account to help promote and celebrate its Artist’s Ball.
International Center of Photography
Since the takeovers began, ICP’s followers increased more than 1,380% and its average likes per image increased from 64 to 325. The tactic has also built brand awareness for itself and participating photographers, increased social media traffic to its website, and built stronger ties between ICP, participating photographers, and its audience. Its Instagram audience is now asking questions and supporting the work of the participating photographers.
AARP
AARP has hosted member takeovers — from photographers to entreprenuers — on its Instagram account for several years. Engagement always goes up during a takeover.
Ithaca College
Tuesdays this semester students will takeover our Instagram account. See how they see IC: https://t.co/XrKEF9tmb7 pic.twitter.com/UzKmUqjaAx
— Ithaca College (@IthacaCollege) January 21, 2014
Ithaca College has been inviting a senior to take over its Instagram account on Tuesdays this semester.
GLAAD
GLAAD invited public figures to take over its Instagram account to give fans a behind-the-scenes look at its 26 Annual GLAAD Media Awards.
I had some help putting this post together. Many thanks to Jolene Torr, Qiana Mestrich, Julia Smith, Jenna Sauber, Tammy Gordon and Allison Palmer for your suggestions and support.
