Social media marketing for beginners

9 May 2022 | 4 min read | Digital
Natalie Robinson

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Last year, Clearly partnered with Bath-based non-profit, 3SG, to provide free press and social media workshops for the Community Renewal Programme, specifically focusing on charities and non-profits, and we’re back again this year with more exciting workshops. 

In March, I led a beginner-level social media marketing workshop. During the session, I guided the audience through social media marketing basics, for anyone who was yet to dip their toe in the water or wanted to refresh their memory of the basics.   

Below is an outline of what we covered, from creating a strategy to advice on which tools to use. This should serve as a social media 101.

Who is your target audience?

Social media enables charities to take their campaigns directly to their audience with no middlemen, allowing more control over the message, and offering the opportunity to build real relationships with their intended audiences.  

Useful ways to determine your target audience:

  • Analyse your current audience base  
  • Market research  
  • Define who your target audience isn’t  
  • Create personas

Having a target persona helps you to craft content that your ideal customer will respond to, and keeps the wants and needs of your audience on your mind. This also prevents you from running marketing campaigns aimlessly. 

Creating a strategy

Creating a solid foundation and strategy is important.

Here’s where to begin: 

  • Once you’ve established your goals and audience, consider your key messages – what are you trying to say/announce? 
  • Create a detailed plan of where, how, and when you will get these messages out. 
  • Ask yourself: If you were your target audience, would you be interested?

Where should you share content? 


Twitter is a simple way to quickly communicate news and updates, reach a wider audience, share expertise and build relationships with influential people very quickly. 

  • Be conversational 
  • Keep your copy short and sweet
  • Monitor events and trending conversations 


For LinkedIn, creating strong content that appeals to professionals is key, such as vacancy announcements, new hires, events and business enquiries. Promoting the work of volunteers or fundraising efforts is the most effective. 

  • Build networks among staff
  • Share some long-form posts
  • Interact with the leadership team 


Instagram is a visual platform to share photos, videos and live streams, and can be useful for charities who have high-quality and appealing visual content.  

  • Tell visual stories 
  • Pay attention to what your audience wants 
  • Make the most of games, contests & challenges 


Facebook is a great way to achieve engagement, raise brand awareness, activate support and fundraise.  

  • Meaningful tips, guides and resources for your followers 
  • Q&A sessions that address your audience’s FAQs 
  • Video content

Engaging content  

Variety is key to keeping your audience interested and engaged. Different post types can achieve different goals, so we recommend planning content according to four content pillars: 

  1. Educate – spark curiosity and help readers gain knowledge.  
  1. Entertain – intrigue your audience with something quick and punchy.  
  1. Inspire – something positive or memorable.  
  1. Promote – encourage your audience to take the next step.

If you’re interested in social media marketing or achieving press coverage, and would like to learn more, join me and Olivia during our next free workshops with 3SG: