Focus Your Social Media Strategy

One of the nice benefits of our Talance’s Massachusetts Non-profit Social Media Report is how many conversations it’s opening up about how non-profits are actually using social media – or struggling with how to use it.

Someone in one of my networks said her organization doesn’t use social media precisely because it does work. This is a charity that receives loads of requests for services, but that’s sorely needing donations. She’s afraid if she does start a social media program, she’ll be overwhelmed by more requests for service that she can’t handle.

My suggestion to her and anyone thinking about a social media program is to focus your efforts. Social media shouldn’t be a distraction. You’ve got to fine-tune what kinds of programs you’re using and what results you hope to get from them. If you need donors, then you don’t need to focus on awareness campaigns. You need to focus on fund development campaigns.

Make sure you know what you want to get out of any marketing program before you start one. (And of course, the best place to start is by reading the benchmarking survey.)

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