If you’re a nonprofit wondering if your organization should be on social media, the short answer is 100% yes. No matter what your goals are as a nonprofit, social media is the key to helping you reach and engage with your audience. This doesn’t just mean earning thousands of Instagram or Twitter followers, it means creating meaningful content and building an online community to help share your message. If you’re not sure where to start, consider these 5 social media tips for nonprofits. 

1. Identify your social media goals.

The first step to building an online presence is to first determine what your goals are. For example, if you’re a new organization, your goal might be to raise awareness for your organization and have your followers spread your message. For others, the goal might be to earn donations, serve as an informational resource, or even recruit volunteers. Having a clear understanding of what you’re hoping to achieve through social media will help you create the most effective plan. We recommend writing down 3-5 goals, and making sure that every post you do on social media keeps those goals in mind. 

2. Select the appropriate social channel.

If your goal is to raise awareness for your nonprofit, Instagram is a great place to start. With over 1 billion active users per month, you’re sure to reach a large audience in a shorter period of time. That being said, if you’re hoping to earn large donations from big-name corporations, your target audience might be more suited for LinkedIn. While having a presence on each channel is great, we understand that many nonprofits may not have the resources and time to dedicate to each. Think about where your target audience is and show up for them there.

3. Create meaningful content.

The first step to social media is just showing up and posting — but again, think about your goals. It’s great to post photos that showcase the amazing work of your nonprofit, but be sure to take a little extra time to create a meaningful caption that tells your story. Being on social media doesn’t just mean sharing posts on the fly. The goal is to be effective and share content that will resonate with your audience. Things that we’ve found work best for nonprofits are emotional storytelling, like sharing the stories of the people you are helping, and sharing impact numbers. As a nonprofit, we understand that you may not have the time to dedicate to your online presence, so consider outsourcing your social media, using built-in schedulers, or even sharing fewer posts — but making sure those posts really make an impact.

4. Engage.

Did someone ask a question in the comments of your Facebook post? Reply. Did another nonprofit tag you in a post? Like it, repost it, and comment on it. Social media is about connecting with people and building relationships — if you’re not engaging, you’re missing out on the opportunity to not only ignite conversation but to be a part of it. As a nonprofit, social media is a free tool to spread your message and build awareness for your cause, reaching thousands of people at your fingertips.

5. Be consistent.

This one is key — in order to make an impact on social media, you have to be consistent. This doesn’t just mean posting regularly but also posting content that fits the overall message of your nonprofit and making sure your profiles fit your brand. While it can be tempting to repost a viral meme, if it doesn’t tie in with your message, don’t force it. Audiences recognize and appreciate when you’re being authentic — in fact, 90% of social media users say that they choose which brand to support based on their authenticity.

No matter what your nonprofit organization does, social media can be an amazing tool to raise awareness and achieve your goals when done effectively and we hope these tips help you get started.

Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Give Lauren a call at 484-553-5153 or email her today: lauren@mettermedia.com.