Social Media



Many advocates claim that in order to further your association’s cause, using social media is a must. But with any important decision, consider the benefits and the challenges of having a social media presence. There are many positive reasons to pursue using social media to expand your association’s messaging. The biggest deterrent organizations face is how much time and resources they use on their social media presence when in reality, they could be seeing much bigger growth and impact by placing their efforts elsewhere.

Benefits of using social media


Click each tab for more information.

Reasons to not be on social media

Now that we’ve considered all the work involved in managing a social media presence for your nonprofit, let’s look at some reasons why all this effort might not actually be worth it for you.

  • You don’t have the resources to manage your social media presence
    For social media to be effective, time needs to be spent engaging with your audience. If you don’t, you won’t see much benefit from being on social media. For many associations, the challenge is they don’t have enough team members to dedicate time and effort to social media management. It’s also possible that your audience may best be served if your team focuses on just one platform instead of several.


  • Your target audience is not on social media
    Be realistic about who your audience is and what interests them. Your existing community is going to help boost your social media presence, so if they’re not online, you’re going to have a hard time growing your audience.


  • Your mission is tied to a specific geographic location
    The most basic benefit of social media is it helps expand your reach and attract new audiences without regard to geographic location. This works well for national and international organizations because their pool of potential donors is as wide as the range of people they serve. But if your association’s mission is purely local, it may not make sense to spend too many resources growing your social media following to tens of thousands of followers who don’t live in your area. In this case, it may be best to limit your focus on social media.

Must-use social media platforms

Choosing to use social media doesn’t mean you have to use all of the available social media platforms. Knowing your audience will make it easier to choose which platform to use. Here’s a summary of the most common platforms.


Click each tab for more information.

[accessally_course_navigation prev_button='Previous' next_button='Next']

[progressally_note note_id='1' allow_attachment='no']

Share your progress!

[progressally_social_share type='facebook' share_id='1' post_id='42'][/progressally_social_share][progressally_social_share type='twitter' share_id='1' post_id='42'][/progressally_social_share][progressally_social_share type='email' share_id='1' post_id='42'][/progressally_social_share]