Punch Communications have recently released an article about how to utilise Facebook and Twitter more effectively in order to reach younger audiences.
Twitter:
They continually stress the need to build relationships with ones followers, whether by sending them direct messages or interacting by 'retweeting' relevant information that they had posted. In doing this your presence and visibility within Twitter will continue to grow.
Facebook:
For new users, having a fan page does not allow one to invite people as a result they recommend to start out with a personal page and then once one has sufficient fans change it to a fan page. Also by 'liking' or 'commenting' on other brands pages with a large fan base you automatically increase your visibility. However they point out that you shouldn't 'post ‘spammy’ messages, ensure your comments are relevant and not overtly promotional'.
In a more general message, Punch stresses that ones account should not be used solely to report on an organisations services and products. Instead they should also engage the user by posting interesting and relevant information, whether that's news stories, blog posts, videos and photos. However Charities should be aware of their audiences. For example if one is trying to engage in a younger audience posting news stores from the Financial Times in unlikely to draw their attention, one should be aware of their interests or hobbies, whether that be the new fashion trends or new restaurants. In doing so and by posting relevant information, the Charity is more likely to grab their attention and ensure a return user and are more likely to draw in people who otherwise might not have noticed or known about them.
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