Earlier, I talked about the value of adding social media to a nonprofit’s communications toolkit. Social media is free. Millions use it every day. So why not dive in?
Why not? Because a poorly run social media campaign may hurt your organization by making it look unprofessional, unhip or unpopular. As the marketing firm CAWOOD says, don’t use social media if you don’t have the time and resources to put into the campaign or if you don’t understand the specific social media platform you sign up for.
The key is to treat Twitter, Facebook, YouTube, Pinterest and any other social media platform as an individual community with distinct expectations about what you’ll say to them and how you’ll say it. Whatever you do, don’t fall into the habit of treating your social media accounts as online versions of your quarterly newsletter.