In our last conversation about how non-profits can benefit through the use of social media, we concentrated on the 'Why.' Now that you've been convinced to step up on your social media soapbox, let's dive into the 'How.'

Where to start?

 Social media has become a very broad spectrum in a relatively short amount of time. There's Facebook, Twitter, Google+, LinkedIn, Pinterest. Instagram — to name a few. So which platform is best for you and your social media marketing strategy?

To start with, think about who you are talking to and where you can find them. If you're talking to businesses, look at LinkedIn. Facebook has one of the wider reaches in demographics, so if you're talking to a broad audience, that's your new domain. There's no point in spreading a message if your audience isn't there to hear it, so consider what social media site they prefer.

Spreading the Message

Also, think about how you are going to spread your message. Some social media platforms lend themselves to sharing photos better than others, while others are more text friendly. Can you best get your message across in under 140 characters and a link? Then start tweeting (and don't forget those #hastags)! Are you going to be sharing photos with every post? Facebook and Instagram are big propagators of visual posting. Are you going to be sharing lots of industry articles and websites? Consider LinkedIn!

You do not have to feel that you can only use one platform, use a multi-platform social media strategy to reach a wider demographic with diverse message delivery.

What to say?

Once you have chosen your social media platform, it's time to get your message out there. It's not as difficult as you think it is. Just share your story. Who are you? What do you do? How do you do it? What is your impact? Your story is powerful; make it personal. Telling real, human stories will get the conversation going and you're reach will spread.

When to say it?

The answer to this question is simple – Always! Spread the message of your good works constantly. One of the biggest mistakes that non-profit organizations make is only posting on social media when they are pushing for an event, fundraiser or specifically timed message. You work year-round and your cause is never-ending, so make sure your social media presence reflects your dedication and hard work to spreading your word on a regular basis.

How to say it?

Be visual. Take photos and videos and create a story to go with the photo, instead of the other way around. Social media platforms are leaning heavily on visual posting, pushing posts with photos and video to the forefront of news feeds and putting them in the spotlight. It's easy to overwhelm your readers with text, but it's true what they say: A picture is worth a thousand words.

Most importantly — be social! It's called social media for a reason. You are not just broadcasting your message, you are communicating and communication goes two ways. Ask for feedback on your campaigns. Get your followers to share stories about how your organization has touched them. Spreading your message is more effective when you have others to share your message for you.

You can do it all with a great social media strategy. Connect with H&C Inc. to start planning your winning strategy today.