As we’ve mentioned, understanding your audience is really important as a nonprofit. Knowing who you’re trying to attract will help guide all of the decisions you have to make every day. And one of the most visible decisions is which social media accounts are best for your organization.
There are lots of social networks out there, and you probably have a lot going on already. Thinking about keeping up with lots of posts and accounts might feel overwhelming! That’s why it’s important to take a moment to think about which sites are the best match for your organization’s culture and goals.
First things first…
Before you start comparing social networks, it’s important to keep in mind a few points.
It’s best to start small. One or two really great accounts are better than ten bland accounts. For that reason, try to find a place to invest your energy where you can really shine.
Finally, if your target audience isn’t tech-savvy, posting on social networks might not be the best use of your time. (That said, social networks can be a great way to expand your reach and diversify your audience a bit!)
What to consider
To simplify the process of choosing the right place for your organization, ask yourself a few questions.
- What’s my objective? Are you trying to inform people about your mission, increase awareness of your organization, or increase donations?
- Who am I trying to reach? Does your target audience put a lot of weight on business connections? What kinds of content (text, photos, or videos) would interest them the most?
- What’s my organization’s culture? Is your organization more formal or casual? And do you put more value on professionalism or fun (or a mix of both)?
A short overview of social networks
The list below includes some of the most popular social networks and why an organization might choose them.
- Facebook: Over time, Facebook has become a sort of all-purpose social network. Due to the fact that it’s well-known and allows you to post media of all kinds, it’s a solid choice for a lot of organizations. Keep in mind, though, that the network has fallen out of favor for some younger and more tech-savvy users.
- Instagram: If you have great images to share, Instagram could be a perfect match for you. Instagram allows you to add posts, which are added to a feed for your account, and stories, which disappear after 24 hours. There are lots of options to share content, too, which helps if you’re trying to expand your reach.
- LinkedIn: If you’re closely involved with a business or professional community, LinkedIn could be a natural match. It can be a great option to talk about your mission, campaigns, and impact.
- TikTok: If you’re involved with a more casual, community-focused organization, TikTok is worth a look. Its short, often funny videos can help you engage with your audience. Moreover, it’s a great option if you’re looking to reach new people. Read more about whether TikTok could be a good match.
- Twitter: Twitter can give you an opportunity to participate in conversations around the world. If you’re looking to interact one-on-one, Twitter could be a solid choice.
- YouTube: While you might not think of YouTube as a social network, it has a lot of features that can help people discover your content. If you produce video, YouTube’s recommendations engine can help you expand your reach.
There are other sites and apps that might be a great fit for your organization, too! But these popular networks are often a great place to start.
Above all, it’s best to pick something and give it a try. Since there are so many options, decision paralysis can have a real effect. But if you don’t choose any options, you may be missing out on a great opportunity to reach and engage with your audience!
