2004.

A year that would change the landscape of small businesses forever. When Facebook was founded that year, I doubt that Zuckerberg could foresee the dominoes that would fall and lead to the social media-dominated society we live in today.

The changes didn’t happen overnight, but over months and years, people grew to love and seek out the massive amount of content shared over social media platforms, eventually becoming dependent on them. Organizational leaders saw these changes, and adapted with them, arriving at what is now a crucial part of the business plan in most organizations: social media strategy.

In this age that is social media savvy and content-hungry, many of our nonprofit and mission-driven clients want to know – how can you make the most of your post?

Three ways to get started:

1. Share valuable content.

When you are creating your organization’s social posts, think about your audience and what they are interested in. Then, compare that to what you want to share about your impactful work and go from there to find the overlap. In general, a good guide is to post about your services and impact, thought leadership, and ideas relevant to your industry.

2. Engage with your community.

Use your social media platforms to be social! Engage with your community by responding to comments on your posts and engaging other leaders in your industry on social platforms. The more you show your organization is a leader in your field, the stronger the community’s trust will be.

3. Choose the right platform(s).

Not all social media platforms are created equal. Depending on your ideal client or supporter, you should choose the platform or platforms that most align with that audience’s characteristics.

As a side note, don’t overextend yourself. In general, it’s better to do one or two social media platforms really well than be just ok on every platform due to your own time constraints.

Remember, working ahead on content is always a good idea, with the flexibility of knowing you can swap posts should a time-sensitive topic present itself. Posting consistently (not necessarily ALL the time) and on all platforms you are a part of, will keep your social media presence fresh and in the algorithms to reach a larger audience.

No one social media strategy works for all organizations. What and how nonprofits and small to mid-sized organizations post will differ, sometimes dramatically, from what larger product-marketing businesses post, and so forth. Make sure your social media strategy makes sense for the type of organization you are and would like to be seen as.

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Happy Connecting!