Last week, we gave a quick guide to determining which social media platform might be the best fit for your organization by posing a series of questions. Determining beforehand which platform will be the most beneficial for your organization is important as it takes resources and dedication to consistently follow-through on social media. With that in mind, here are four more questions every non-profit executive should be asking themselves before they decide which social media platform their organization should be active on.
What Are Your Goals?
Determining what you want to achieve with social media is probably the most crucial part of this decision. What your finish line looks like will have a huge impact on which path you take towards it.
Twitter is Perfect If: You want member/community engagement. If you want to share information and news quickly. If you want to reach out to new people.
Blogging is Perfect If: You want to be considered an expert on an issue. If you want to use lots of different media or authors. If you want to tell a story or go in-depth on issues.
Pinterest is Perfect If: You want to drive traffic to your website or other websites. If you want to appeal to your connections visually/emotionally.
LinkedIn is Perfect If: You want to give networking opportunities to your community. If you want to help your connections grow professionally. If you want to start conversations about industry-specific issues.
Facebook is Perfect If: You want to engage with members/community. If you want to share news and information. If you want to be less formal and more relatable. If you want to conduct contests.
YouTube is Perfect If: You want to expose a new side of your organization. If you want to provide your community with tutorials or learning opportunities. If you want to be a visual storyteller.
Who Is Your Audience?
It’s important to know who you’re trying to reach with your social media efforts. Connecting with the right people will help you achieve your organization’s goals much faster and more efficiently. Each platform draws a unique audience and understanding these demographics is key.
Twitter is Perfect If: Your audience is almost anyone. If you want to attract businesses and people of all demographics. If you want to make new connections and build on old ones.
Blogging is Perfect If: Your audience is people who are already interested in your cause or industry. If you want to attract those searching for information on your area of expertise.
Pinterest is Perfect If: Your audience is creative or responds to and provides visuals. If your audience are women (80% of Pinterest users are women). If your audience are members of the wider community.
LinkedIn is Perfect If: Your audience is made up of professionals from the same industry. If your audience is looking to network, gain experience and connect with similar individuals.
Facebook is Perfect If: Your audience is, once again, almost anyone. If you already have an established audience. If your audience knows to look for you.
YouTube is Perfect If: Your audience is, for the third time, almost anyone. YouTube is used by a broad demographic and its videos can be posted to other platforms.
What Does Your Organization Do?
Your organization’s identity is oftentimes tied to its cause and how its community works toward it. An organization’s identity is the key to drawing in supporters. Certain platforms showcase an organization’s identity better than others.
Twitter is Perfect If: Your organization helps members. If your organization sends out calls to action. If your organization wants to create awareness.
Blogging is Perfect If: Your organization tells stories. If your organization works towards its cause by informing people. If your organization studies ongoing issues.
Pinterest is Perfect If: Your organization invites the community to get involved. Advocates for other businesses, individuals or organizations. If your organization evokes emotion.
LinkedIn is Perfect If: Your organization helps people grow professionally or connect with educational and volunteer opportunities. If your organization advocates for an industry.
Facebook is Perfect If: Your organization does almost anything. If your organization connects with many stakeholders as well as the general community.
YouTube is Perfect If: Your organization engages at the grassroots level. If your organization and its community hosts or partakes in a lot of events.
What Resources Do You Have?
It’s common knowledge that non-profits have finite resources and have to use them the best way possible. All social media efforts take time, know-how and some money to be successful, but some fit into an organization’s overall strategy better than others.
Twitter is Perfect If: You have the personnel and time to invest in tweeting several times daily, comb through trends, find the right content and engage with followers.
Blogging is Perfect If: You have the time to invest in researching, writing, editing and promoting a consistent blog. If you have the money to invest in creating a decent looking page for your blog.
Pinterest is Perfect If: You have the time to search out visuals and links for pins. If you have the time to research trends on the platform. If you have the money to invest in photo taking and image making equipment and software.
LinkedIn is Perfect If: You have the time and money to write posts, check in regularly, create networking opportunities and look into paid job postings and promoted posts.
Facebook is Perfect If: You have the time to invest in posting multiple engaging posts a week, follow up with engagement and contests and maintain other features such as photo albums.
YouTube is Perfect If: You have the time, money and expertise to invest in equipment and planning, filming, editing and uploading a video or multiple videos.