Social platforms have changed the way we communicate.

Where once a magazine ad or even word-of-mouth was how most people found out about you, now all kinds of content are being shared online with millions of people seeing it in just moments. Facebook, Twitter, Instagram, LinkedIn, and TikTok have changed the game for organizations looking to reach new audiences.

When it comes to social media marketing, there are options. But most nonprofits can’t be everywhere at once, especially with limited marketing budgets, time, and bandwidth. You have to be strategic about choosing a social media platform that aligns with your brand and message. When deciding on which social platform to build and grow on, consider the following:

1. Know Your Target Audience

Ask: Where is my audience located? Which social media platforms are most popular in the places where my people are?

Make sure you choose the right platform for your audience! Research where your current and target prospects spend their time online. If they’re not using Facebook or LinkedIn, then building a presence on those platforms won’t do much.

2. Choose Social Media Platforms Specific to Your Message

Ask: What kind of content will I be sharing? Why am I sharing this message? Is there a specific type of content that works well on this platform?

Once you know where your audience is located, you’ll want to look at the type of content they consume and what kind of content they prefer. If your audience interacts more with inspirational and aesthetic content, then Instagram might be a better place for them than Twitter.

3. Focus on a Few Social Media Platforms

Ask: Which social media platforms will help you deliver your message?

It’s tempting to want to be everywhere at once when it comes to social media, but this can end up hurting your brand more than helping it. To effectively grow your following and generate leads on social media, you must choose one to two platforms where you can dedicate your time and energy to mastering them properly instead of trying to learn everything about four different platforms at once. You may even want to consider only using one platform for now—Facebook—and add other platforms as needed (like Instagram).

Want to know which channels are the best social media platforms for your organization?

Contact us today to learn how we can help you! Our social media marketing services will help you develop a strategy that works.