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Increasing brand awareness? Driving traffic to your various platforms? Generate new audience members? Build an effective community? Whatever the specific goal may be, it's important to determine the reason for your use of various platforms, as well as what you want to accomplish by being there. Keeping these answers in mind will help guide your social media strategy and give a sense of purpose to your work. Most importantly, your social media goals should be in alignment with and tied to your nonprofit's overall strategic plan.
Increasing Brand Awareness
What is your brand, and how do you make sure that your audience knows what you are trying to communicate? If you already have a dedicated audience, what are you doing to increase their awareness of what you offer? This is where an effective content calendar can drive new audiences to your organization.
Driving Traffic to Platforms
If you are trying to drive audience members to your platforms by repeating the same postings across all platforms, it's time to rethink how you increase traffic. Users want to see unique content across all of your chosen platforms - this not only produces more content, but diversifies your audience members!
Building An Effective Community
What do you want your social media presence to accomplish? As you work to develop platforms and channels, it is imperative to know the "why" behind each platform, who it is aimed at, and what you want them to gain from it. As you build your platform goals, make the individual to each platform for most effective results.
Build and Create Your Marketing Funnel
Awareness - How will you attract new people that are currently unaware of your organization and what it offers?
Consideration - How will you stand out among organizations that have similar offerings to yours? What sets you apart and makes you more desirable?
Action - How will you compel your visitors to take action and join in the work of your organization?
Loyalty - How will your social media presence be used to keep your stakeholders engaged when in-person events and meetings are not possible?
Advocacy - How will you develop and maintain trust with your audience and stakeholders so that they will recommend your organization widely?
A marketing funnel represents your audience's journey with you (Sprout Social) and helps you identify how to best reach your audience at various stages of the relationship. A common goal of organizations' social media strategy is to convert an individual from knowing about their organization to being an advocate for them and their mission. The marketing funnel is a useful tool for breaking down this process into stages and identifying the best form of engagement at each respective level.
REFERENCES:
Aboulhosn, S. (2020, August 21). How to craft an effective social media content strategy.
Retrieved October 23, 2020, from https://sproutsocial.com/insights/social-media-content-strategy/Lua, A. (2020, June 30). 9 Social Media Goals You Can Set for Your Business (and How to Track Them).
Retrieved November 12, 2020, from https://buffer.com/library/social-media-goals/
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