This document provides guidance on creating an effective social media plan for a non-profit or business. It discusses determining goals, audiences, branding, content categories, and developing a content calendar. A social media plan requires strategy, planning, consistency, and investment of time and resources. The document provides tips on sourcing engaging content, generating responses from audiences, and measuring results to refine the social media approach over time.

1. Navigating the Online World
Create a Social Media Plan for your Non-Profit
or Business

2. What to Expect
What you need to do to get started.
How to create a social media plan.
Hands-on practice.
Tips on making it happen.

3. Social Media is not for Sissies
Social Media done right involves hard work
and:
Strategy
Thought
Planning
Consistency
Follow up-Response
Analysis-Adjustment
Investment of time and/or money

4. Getting
Started

5. What Do I Say Now?

6. Voice & Brand
Determine your Personna
What is your brand Archetype?
What is your messaging?
What is ok and what is not?
Will you be provacative? Funny? Formal?
What are limits for photos? (show
patrons/clients/donors?) Do you need permissions?

7. Know Your Audience
Primary Target
Age/Income/Gender/Interests/Geograp
hy
Might be Multiple Targets
Existing Audience
Same Criteria
What does your audience want from
you?
Information
Entertainment
Services
Feel Engaged
Feel Good/Be Recognized

8. Plan for the Month
Set Aside 4-8 Hours to create a plan and develop content
Write down engagement goals for the month
Do you want to gain new
donors/sponsors/clients/visitors/audience?
Engage current users more
Build your list
Bring people through your doors?

9. Develop Content
Products & Services
Events
Create Categories of Posts
Assign Categories to days
Source Content
Build Calendar
Assign Content to a specific day
Develop Specific Post
Source photos
Plan for Engagement

10. Products & Services Focus
Seasonality/Programming/Fundrai
sing
What was happening last year at
this time?
What delivers the best results?
Develop overarching theme or
focus for the month

11. List Events for the Month
Specific to your organization
A Specific Performance
Specific to your cause/area of concern
The x Anniversary of your organization
Specific to your audience
The Academy Awards
Specific to your geography
Christmas lights in Straub Park

12. Create categories of Posts
Create 5 to 7 broad
categories.
Friday
Match a category to a
day of the week
Monday
Thursday
Tuesday
Wednesday

13. Example-mUSEUM
Goal: Connect "fans" to an exhibition-
promote engagement
Monday- Exhibition
Tuesday- Bios
Wednesday-Art History
Thursday-Question
Friday- Weekend Events

14. Content Source Ideas?

15. Where to Source Content
Google Alerts Brainstorm Sessions
Trade Publications Customers
People or Groups on Twitter Your Photo Library
White Papers Your Experience
Your Event Calendar Your Team's Experience
Industry Experts Experts
Testimonials Blogs by Others
Your Blog Other ideas?
Your E-mails
Staff

16. Get
Engaged

17. Engagement Means Getting
Reaction

18. generate response
Get people talking about your organization.
Can you turn an idea into a question?
What will start a conversation?
Will it make people to pay attention?
Will it shock/amuse/provoke comment?
Get them to take action.
TELL THEM WHAT YOU WANT THEM TO DO! (Share/Like/Comment)

19. increase your value
Provide Information that makes you important or
interesting.
Grocer-Recipe
Theater- Story Behind the story--special opportunities
for fans (video interview with an artist)
Museum-Art History
Shelters-Tips and Tools

20. Finish This Sentence...
Share your thoughts and finish this sentence.
When I hear Jazz I feel ...
When I volunteer I feel...
Ask A Question...
What was the first concert you ever attended?
Why do you donate to a cause?

21. Get Personal
Recipes
Staff, Donors, Attendees
Where to go.
What to do

22. Build the Social Media Calendar
List your categories across each day of the week.
Craft a different post for each category/day.
Keep it short – 170 characters or less.

23. Your Turn
Give it A Try!

24. Set up your daily posts
Set a time of day to
load your posts on your
social media platforms
Follow your calendar
Post Photos (or videos)
Schedule posts in advance to
make life even easier.

25. Review
Determine Goals
Set Categories
Source Content
Develop Calendar
Post Consistently
Measure, Monitor, Tweak

26. Getting What You Want
Communicate regularly with person posting
Monitor your page
Give input
Think and plan ahead
Check your facts and spelling
Manage and engage with the professional who is handling your
social media.
Measure your results.
Know what is working and do more of it.

27. TIPS
Library of STUNNING images
The time of day is important
Consistency
Don't simply re-post stories-use a
new photo
"Like" other businesses and
connect in.
Create Social Media allies
Go offline to create partnerships

28. mkennedy@buzzfishmarketing.com
linda@buzzfishmarketing.com
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