Jumping blindly on the social media bandwagon can be a frustrating waste of time and effort. Just because everyone else is doing it doesn’t mean you should dive in without asking a few questions of key management.
1. Why do you want to use social media? Is it to keep up with competition, gain new customers, or build a community around your brand?
2. What resources (time, money, people) do you have already that can be dedicated to this project?
3. What sets you apart from other similar organizations?
4. How do you feel about allowing employees to post on your behalf? To you trust them to speak for your brand?
5. What’s your goal? Consider how you would measure ROI: visits to your website, an increase in donations or sales, new members, being part of the conversation?
Answers to these questions will help to shape your strategy – they are the beginnings of conversations about what you value as an organization, how social media can complement what you’re already doing, and who would be responsible for content.