How to Create a Social Media Strategy

In the previous post we made a case for why social media is important. If you’re unfamiliar with social media, it leaves you with one question: Where do I begin? In the Alliance for Nevada Nonprofit’s case, you research and create a social media strategy. You can view ANN’s strategy below:

Social Media Summary

The first thing mentioned in the strategy is ANN’s goal with this campaign. It is important to know what your nonprofit wants to get out of using social media. If your actions have no purpose behind them, you will not get any results. ANN’s goal is to attract attention and interaction with as little work as possible. The attention and interaction reflect our mission: we want to serve the nonprofits of Nevada. By attracting more nonprofits to our fan page and allowing them to interact with us and each other, we are better able to serve Nevada nonprofits. The second part (the part about working as little as possible) is to remind us that while social media is important, it shouldn’t detract time and effort from our other projects for Nevada nonprofits.

All of this leads to a list of the actual tasks ANN will regularly do to maintain the campaign. Each task has a reason or research behind it. On our Facebook Fan page, we “Like” new members’ pages and post about them joining on our wall. Doing this publically recognizes our new members, showing our appreciation while also promoting them to our other members. We post at maximum once a day so that we are visible without overpowering our followers’ news feeds. We comment on, like and share members’ posts to help build a sense of community. While these items seem small, they all contribute to our ultimate social media strategy.

On Twitter, we have it set up so that when someone starts to follow us, we automatically follow them as well . Following someone back shows you care and that communication isn’t a one-way street. This adds to the sense of community we want to build. We also retweet members’ posts to show that we don’t only care about ourselves.

We even translated these practices into items for other forms of social media, like liking ANN members’ YouTube channels and asking and answering questions on LinkedIn. While all of these moves are small, they all connect to the goals of our social media strategy. Creating a plan like this can help make your social media strategy less intimidating and more likely to provide the results you desire.

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