Knitting Together Your Website, Email, and Social Media Content | Beth's Blog

Knitting Together Your Website, Email, and Social Media Content

Digital Strategy

Guest Post by Kivi Leroux Miller

Kivi Leroux Miller has just launched a book, Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause.  To help her celebrate,  I invited to write a post with some steps and tips for integrating web content, email, and social media.

You put up a website way back when, then started sending out an email newsletter. Now you’ve added social media. If you feel like your online marketing strategy is made up of a bunch of loose ends, you aren’t alone.

Here are three steps to knit those strings together into an integrated online strategy both you and your supporters will love.

Step 1: Connect Everything

Give yourself some link love! Make sure that you have social media icons connecting to your various profiles in your website template. You can find hundreds of free icon sets online – with styling to match any website — by searching for “free social media icon set.” Add the icons to your email newsletter templates and social media links to your email signatures. Add “share” buttons to your website pages and email newsletters too.

On your social media profiles, include links back to your home page and your newsletter archive and subscribe pages. Where you can, embed your email signup form into your social media profiles.
Ensure that some basic branding (e.g. logos, colors, taglines) are consistent throughout. You shouldn’t try to make your Facebook page or email newsletter look just like your website, but they should match enough that we can tell they represent the same organization.

This may seem like a very basic step, but the reality is that few nonprofits have effectively connected all the pieces of their online presence. Your supporters should be able to effortlessly travel between your website, blog, email newsletter, and social media profiles without having to hunt down those connections. And what they see as they travel from place to place should be consistent.

Step 2: Share Across Channels

With everything connected, now you can start thinking about ways to strengthen the bonds between your online channels, which encourages your supporters to move between them and to connect with you in multiple ways.

The more channels you can use to reach a supporter, the more likely they are to see your updates, to engage in conversation, and to build a positive image of and rapport with your organization.
As you develop your editorial calendar and think about what to say and where to say it, keep in the mind the strengths and weaknesses of various channels. You want to share the same basic message across all channels, but you’ll often vary the specific call to actions.
For example, if you are working on a fundraising campaign, email is a better bet than social media for the direct ask for the donation, with highly visible links back to a campaign landing page and donation form on your website.

But what if you want supporters to connect with others who are also giving to the same campaign? That’s where social media can be highly effective. For example, on your thank-you pages and follow-up emails, you could encourage your supporters to share a story about why they are giving to your cause on your Facebook wall. Both calls to action – donate in email and share in social media – support the overall campaign by capitalizing on the strengths of the two different channels.

Step 3: Reinforce What Works

Track how supporters are engaging with you through various channels online. What are they doing and where are they doing it? What paths are the taking as they move between your website, blog, email, and social media profiles? What types of content seem to work best in your email newsletter versus your blog or Twitter?

Also think about ways you can reuse content across channels. Listen to the conversations and bring what you learn back into new content. Can you post a question on Facebook or Twitter and use the conversation there to guide the creation of a blog post?

You shouldn’t silo your offline marketing from your online marketing, and you shouldn’t silo your website, email, and social media marketing either. Knit those loose ends together and you’ll weave a stronger community of supporters around your good cause.

What are some examples of how you’ve knitted together your web, email, offline, and social content?

What are your best short cut tips for being efficient with content integration?

11 Responses

  1. Your article had some good tips, that I hope to put to use.

  2. @NewsNeus says:

    Thank you for your reflections and ideas!! 🙂
    I just wanted to add that what seems a proporcionate amount of posts or interventions in one social network, might seem as overwhelming amount of messages in another one…
    Twitter seems to accept more messages before people start eraising you from their wall than Facebook, for example… And a Blog wouldn’t be able to offer any real usability if it was updated as often as Twitter!!

    It is interesting to see how those platforms develope their own sense of rightness in communication behaviour!

    Congratulations for your post here,

  3. Hi Beth,

    found your article through a link shared on Twitter by TechSoup Canada, whom I follow. I also follow Kivi Leroux Miller and found her work to be an interesting resource many non-profits could/should use.

    An aspect of my business is to try and help non-profits in our community establish up-to-date communication systems, which rightfully should include a web presence.

    An example of this can be found at: (The organisation is currently strapped for resources and haven’t been updating the system as much as one would like to see, but the website’s 2nd blog updates the Facebook page and the Twitter/YouTube accounts are active and ready for content.)

    My recommendation for when you’re establishing your online presence is to have a clear picture of what and who you want to reach and then create a system that requires relatively little input and creates big reach for the message i.e. link your blog to your Facebook page via the “Notes” tab, then link your Twitter account to your Facebook page to do the same, set your YouTube notifications to update both Facebook and Twitter when you upload new clips and then link them all to your LinkedIn account. Or, whatever works for you really.

    The next point to make is that this mycelium of social media channels need to point back to a place where all the information is available at once, generally your website. I get a lot of people who don’t know where to even start looking for ways to build a website and point them all in the same direction – It is a versatile, easy-to-learn entry-level website building tool that offers very affordable hosting and domain registration options.

    To see it for yourself visit:

    Hope this helps you or some of your readers. All the best.


  4. Norman Reiss says:

    Kivi, great reminder of what I’ve been advocating for quite a while. Just received your new book – congratulations on its success.

  5. […] Knitting Together Your Website, Email, and Social Media Content on Beth’s Blog (June 3) […]

  6. Mike Mella says:

    It’s possible to have your latest Twitter posts displayed automatically on your website as well. I’ve set up clients’ websites that way before. That can be helpful in compelling visitors to follow your Twitter account.

  7. doug hay says:

    Great post. Integration of all marketing actions is vital to the success of the organization. I’ve found that the bigger the organization the more difficult the coordination is. Small business definitely has an advantage as they operate more as a team and the boss is often the marketing chief as well.

  8. […] article first appeared as a guest post on Beth’s Blog. « Previous […]

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  10. Sarah Little says:

    liked this article!

  11. K says:

    We just started implementing our social media policy, trouble is that our website isn’t ready (it’s currently being revamped) to integrate into our social media platforms. We’ve built our blog @, started using Twitter @ and now are creating Mail Chimp e-newsletters. Lots of great resources out there to begin promoting our brand in the online realm, before we launch a highly improved website. We’re looking forward to helping out so many more Ontarians with all of the digital tools that we’ve implemented.

    This book looks like a good overview of what we need in order to accomplish our goals! Thanks.