Crafting Your Social Media Strategy: Tips from Victor Garcia

Whether your non-profit organization is large or small, social media marketing is a must. Just about everyone is on social media in some way, shape or form — whether it's viewing YouTube videos, sending the 140 character Tweet or posting the photo of their favorite food on Instagram.  Social media marketing includes not only sites such as Facebook, Twitter and Instagram, but Pinterest, LinkedIn and many, many more — too many to mention in a single article. The medium can no longer be ignored. Ignoring social media is equal to ignoring potential outreach and assistance avenues which ultimately lead to donations to help your organization's cause.

So what's an organization to do to get started on social media? Social media can seem like an overwhelming maze of information to newbies and experts alike. What to post when? Where to post it? Do I post the same content on multiple channels?

The first thing an organization must do is identify the networks where your donors and benefactors reside. Facebook is an obvious choice, as the majority of people tend to be on Facebook. The majority, though, may not necessary represent the majority of people who are involved with or sympathize with your organization's cause.  An organization can get a picture of their social media landscape either through email surveys or, better yet, word of mouth — simply ask at a major event or gathering.  Also, it is beneficial to perform searches on the major social networks to see where your organization's name may be popping up.

Make social media fun. Like any medium, no one likes dull and boring. If your organization is holding an event or fundraiser, encourage people to post to their social media channels using a predetermined #hashtag. Have someone at events and fundraisers, even if they are performing other duties as well, dedicated to social media. Live Tweet the event and share photos on Facebook. Let attendees know the event will be on social media. Most will likely go to your pages looking for photos of themselves to share. One of the primary rules of social media is go easy on the traditional marketing. Most folks on social media do not go there for information that is blatant marketing. I always say at least 70/30, 70 percent engagement, 30 percent marketing. Find topics that allow you to inherently promote your organization without making it blatantly obvious.

Management of social networks can be a tedious task. Thankfully, there are tools out there such as Hootsuite, SproutSocial and many others that allow companies and organizations alike to see snapshots of most of their major social networks at any given time for a nominal fee. These tools are not only good for management of social networks, but for important analytical data that allows you to build on your social networks.

Above all, use common sense when using social media. Post things that are fun and relevant to your cause without being outlandish. It's important to keep it real and build trust on social media.
Still have questions?  There are many social media specific organizations out there, such as Social Media Club to assist you in your journey to social media success.

You can find me on Twitter at @educationnews1.




Victor Garcia has more than eight-years of experience in communications as a journalist for Gannett newspapers and in various marketing roles. He is currently the Social Media Coordinator for a global industrial automation company based in Bakersfield, Calif. Garcia is also a board member of Social Media Club Los Angeles.