A robust social media presence can increase your online network and create the image that you are an accessible and modern nonprofit. Nonprofits can implement social media campaigns even on small budgets. Even modest equipment (such as entry-level DSLR cameras with video capability or smartphones with built-in video cameras and cameras) can yield terrific material for social media. And a finely crafted, true story about helping a cause can really be compelling.
Social media efforts can’t exist in a silo. They need to tie in to your organization's overall goals, messaging and branding. Create a social media strategy ahead of time, figuring out which platforms you’ll plan to use, and familiarize yourself with these platforms before engaging on them. Plan a mix of written content, photos and videos that you continue to update regularly.
Each social media post needs to engage users and include a strong call to action. You can create a social media calendar that will help you plan your social media campaigns and posts in advance. How often you post to social media will vary according to your organization’s capabilities (and if you have staff wholly or partly dedicated to managing social media), goals and other factors, but here are basic suggested guidelines:
- Facebook: 3 to 10 times per week
- Twitter: at least 1 to 3 times per day
- Youtube: 1 to 2 times per month
- Instagram: 1 to 2 times per week
- Snapchat: 1 to 3 times per week