Social Media Planning: Deciding Which Platforms To Use

Starting to use social media requires an important first step – setting your goals! Decide why you are on social media, and what you aim to achieve from each platform. Then develop a social media marketing plan to achieve your goals. Many people start with no plan, or a “pasta plan” comprised of throwing things up on the wall to see what sticks. You have a much better chance of achieving your goals when you take the time to establish your objectives.

Lot's of nonprofits and small businesses think, "Hey, social media is free.  So, it's worthwhile and valuable."  While it's true social media is a free channel - being successful on social media requires a time and human resource investment.  So consider this before creating your profiles.  An outdated, under utilized social media footprint will say more about your organization than having no footprint at all.  On the other hand, having a well thought out and carefully cultivated presence will help you to build your brand, connect with donors, supporters, constituents, staff and board members.

WHAT SOCIAL NETWORKS SHOULD YOUR NONPROFIT USE?
The first step is to choose which social networks you want to be on; ask yourself which networks your constituents use. One way to find out what social media sites your followers are on is by asking them. Direct survey questions can give you the most information.



The most popular platforms for nonprofits to be on are: Facebook, Twitter, LinkedIn, and YouTube. However, some nonprofits also choose to target younger audiences by maintaining accounts on Instagram, Pinterest, Tumblr, and Snapchat, for example.  The 2017 Digital Outlook Report, which captures the digital strategy landscape in nonprofit organizations, highlights that Facebook continues to be the leading communication channel for nonprofits.  




Perhaps you have a supporter base comprised of people in their fifties. Almost all of your Baby Boomer audience is on Facebook, and they may be active on Twitter and Instagram.  But if you're looking to connect with the younger generation, you may want to consider alternative platforms such as Snapchat. According to Hootsuite, 100 million people use Snapchat everyday, watching more than 30 minutes of video, and 60 percent of users are under 25, with nearly a quarter (23 percent) having not yet graduated from high school. 



Consider your goals, your audience and amount of time you have to dedicate to each platform.  

Keep in mind that each platform takes time to create content and share it with your followers. Remember, it’s better to pick 1 or 2 channels and have an intentional, consistent presence than to try to tackle everything at once and have an outdated or underutilized social footprint.