Your social media efforts should not exist as an island apart
from your organization's other strategies. Be sure to
incorporate social media into your overall strategic planning and
align your social media tactics with the organization's mission
and goals.
This will help you avoid another common pitfall—failing to
set clear goals for your social media function. As a part of your
communications strategy, determine exactly what you are hoping to
achieve and let the overarching goals of your not-for-profit guide
your social media objectives.
Frequency
Many not-for-profits struggle with finding the right frequency
for posting on social media. At one end of the spectrum, some
organizations believe opening an account and posting once a month
is all that is required to engage on social media. On the other
end, some organizations pump out multiple posts a day, to the point
of potentially annoying and alienating supporters.
