Mission Critical in Social Media

As technology becomes more and more abundant, social media has become a great way for nonprofits to get the word out about their cause. But with that bombardment of content, how can you come up with posts that are engaging and relevant to your cause? Although social media is free, you do have to factor in your time and resources to post. Make it count.

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Nonprofits have a mission. The easiest test to see whether or not the content you post is relevant is to examine how the post aligns with your mission. Does the content address your mission in some way? If not, you may consider why you are posting it. Don’t get me wrong, Corgis plowing through the snow are adorable, but if animals aren’t part of your mission, sharing this on your organization’s page probably isn’t the best way to use your social media capacity.

Another tactic is to reference posts against your organization’s core values. Core values define your organization’s beliefs. Posting content that doesn’t align with your values may create misperceptions and cause confusion about your organization. At GLCYD, one of our core values is to be compassionate advocates and champions. Our social media strategy really focuses on this core driver as it relates to youth and nonprofits. For example, an ineffective post for our organization would be to share articles that show youth and nonprofits in a negative light. If we post the same articles while taking a stance on the issue, however, we can realign it with our core values. Buy framing the article with a comment, we are able to advocate for a change that could make the situation better.

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Social media can be a great place to share personal information that you’d like your clients to know about your employees. I’m not talking about social security numbers or credit reports, but birthdays, weddings, graduations or other major life events. If your organization’s culture is one of sharing these announcements, be sure to check with the employee, volunteer or board member involved before posting. People’s privacy and confidentiality should always be respected, even if the event is relevant to your organization.

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