Social Media Strategies

Two weeks ago, I had the opportunity to attend a seminar on social media strategies hosted by the Foundation Center (LINK) in Washington, DC. Dr. Mark Drapeau, Director of Social Media Engagement at Microsoft, presented ideas for how nonprofits can utilize social media to enhance their business and marketing operations.

A key point of the presentation was that a nonprofit’s social media strategy must complement the overall goals and mission of the organization and be integrated into its business plan. This will ensure that social media outreach is executed strategically and with purpose and meets the specific needs of the group and its audience.

How do you develop a social media strategy? Take into account the following:

• Mission. What is the mission of your nonprofit or what are the goals of a specific program? Before you can implement your ideas, you must know what you hope to accomplish.

• Audience. Who is your target audience? How you engage urban teens versus policymakers will be very different. Once you know your audience, consider how you can most effectively reach them. Don’t feel pressured to utilize every social media platform but rather strategically decide which tools will suit your audience. Focus your time and attention on them.

• Narrative. A narrative will enable you to capture your audience’s attention. Consider “What is my story? Why should they listen to me?” Remember, it doesn’t matter how “social” you are if your message doesn’t resonate with your members.

• Media Vehicles. These allow you to execute your ideas. But first, decide which type of social media platform that tells your story best. Should you create a new Facebook page or produce a short video? Would sending Twitter messages or text messages work better? Do you need a cross-platform strategy in which you utilize several different types of media? Regardless of what you decide, ensure that the communications tie into your narrative and meet the needs of your audiences.

• Feedback. How do you know if your social media strategy is effective if you do not evaluate your feedback? Ask members what they think and involve them in your work. Be willing to make real-time adjustments to your strategy if you realize that one method is not working. The best way to do this is to get out there and talk to people. Ask for their thoughts, encourage your members to weigh in on the issues and set up evaluation techniques to gauge your effectiveness. For instance, you can measure response to surveys, review comments left on your website or Facebook page, record the number of messages that are re-tweeted or note how many emails are forwarded.

Social media can be a powerful resource for nonprofits seeking to expand their influence and increase their visibility. Deployed strategically and with an eye on integration, these influential tools allow you to connect with new audiences while enhancing your interaction with current members.

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