GOALLLLLLLL! Social Media Marketing Planning and Goal Setting

Starting to use social media requires an important first step – setting your goals! Decide why you are on social media, and what you aim to achieve from each platform. Then develop a social media marketing plan to achieve your goals! Many people start with no plan, or a “pasta plan” comprised of throwing things up on the wall to see what sticks. You have a much better chance of achieving your goals when you take the time to establish your objectives.

What social networks should your nonprofit use?

The first step is to choose which social networks you want to be on; ask yourself which networks your constituents use. One way to find out what social media sites your followers are on is by asking them that question in any forms they fill out when registering on your website or making a donation. Direct survey questions can give you the most information.

The most popular platforms for nonprofits to be on are: Facebook, Twitter, LinkedIn, and YouTube. However, some nonprofits also choose to target younger audiences by maintaining accounts on Instagram, Pinterest, Tumblr, and Snapchat, for example.

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Before you leave this step reconsider your goals and amount of time you have to dedicate to each platform.

Perhaps you have a supporter base comprised of people in their fifties – and one of your goals is to reach a younger audience. Almost all of your Baby Boomer audience is on Facebook, and they may be active on Twitter and Instagram, or at least subscribe to their children’s Instagram feeds. Consider using your supporter base to extend your demographic reach.

Keep in mind that each platform takes time to create content and share it with your followers. It’s better to pick 1 or 2 channels to see if you have the resources to devote to it.


Congratulations on taking the first step for your nonprofit to delve into the world of social media! Now that you have set goals, you can now measure success.

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