Everything you need create a good social media marketing plan, you already have.

  • You have a good cause.
  • You have at least one social media profile (You do? Don’t you?).
  • You have content (Even if you don’t know it yet).

That’s it. That is all you need.

Your social media posts have a job to do, entertain, engage, educate and entice.

Good news. Once you create the content, you never have to create it again. It’s reusable. It’s never gets old or goes out of style.

Want some even better news? Social media is team sport. You don’t have to (and you shouldn’t) do this alone. The best results come from lots of ideas. So, get all of your organization’s most brilliant minds in one room and let’s start with the basics — the built-in content that practically writes itself.

What does one year look like in your organization? What are the events you do over and over? Think in terms of periods in time or cycles and make a list of all of your organization’s events and special projects to include:

  • Signature events/Fundraising
    (i.e. gala, 5K, tournament, bake sale, silent auction, etc.)
  • Awareness months
  • Anniversaries
  • Holidays
  • Seasonal
  • Annual meetings
  • Contests
  • Fiscal
  • Board/Volunteers
  • Products/Sales

List any event that your organization presents or participates in regularly. Hopefully, it’s a nice size list. If not, no worries. You are not done brainstorming yet.

Take an inventory of your organization
Write down all the buzz words and messages used to talk about your cause. If your organization doesn’t have any sound bites or buzz words (Words used all the time to describe what you do and who you serve), now is a good time to create messaging so everyone is on the same page.

Note every department you want to highlight on social media. Hint: It should be every department. You will understand why in a little bit. Brainstorm (yes, more) relevant topics within those departments.

30 Ideas
When you have a plan, social media is fun and more importantly, time efficient. Here are 30 days of ideas to get you started.

  • Share your organization’s story
  • Share a behind the scenes look at workplace
  • Share stories of coworkers
  • Introduce new employees/volunteers/board members
  • Share statistics about your cause
  • Share success stories
  • Share non-success stories (great when asking for help)
  • Align your organization mission with a trending topic
  • Start a weekly series
  • Share something funny or inspirational
  • Interview a client/volunteers
  • Do a book or movie review related to your cause
  • Share photos about community events
  • Share seasonal content
  • Play games with your audience
  • Share your newsletter and announcements
  • Share content from organizations with complimentary missions
  • Cross promote your other channels
  • Dispel myths related to your organization
  • Share helpful tips
  • Start a conversation/Ask questions
  • Reshare popular content
  • Thank your supporters
  • Ask people to join/support your cause
  • Share about an important organizational milestone
  • Share quotes
  • Conduct a poll or survey
  • Share posts from your blog
  • Share testimonials
  • Share case studies

Delivery Method
There are many ways to entertain, engage, educate and entice socially. Some methods are more engaging than others, but each method when paired with a good message, sound bite or buzz word (See what I did there?) helps to tell your organization’s story in a compelling way.

Here’s a short list:

  • Pictures
  • Memes
  • Infographics
  • Blog posts
  • Video (Live and pre-recorded
  • Quotes
  • Jokes
  • Quizzes
  • Tips

Put It All Together
At this point you have the following lists:

  • Annual events
  • Sound bites/Buzz words
  • Departmental topics
  • 30 suggestions
  • Content types

Mix and match all of your topic ideas with the 30 suggestions, keep going until you run out of ways to mix things up.

Put all your annual events on the calendar in the months they occur. Notice any patterns? Are your events pretty even throughout the year? Are your events heavy in one quarter or half of year? No problem.

Next, pair your mixed and matched content with a delivery method.

Fill in the gaps on your calendar.

If done correctly, you’ll have several months (if not a year worth) of relevant, reusable content.

Remember all those brilliant minds? Well, they are not just spectators. As mentioned earlier, social media is a team effort. Everyone has a role to play from the creation to the execution.

Now that you have your content outlined, assign pieces to different team members, set deadlines and execute.  Create a daily schedule and an editorial calendar to take the guesswork out of what to post.

You can now spend your most precious commodity – time—in other areas. Thank me later.

It’s time to get social! *high five*

Note: Your social media plan should fit into your organization’s overall marketing plan. For instance, if you have goals to increase a particular service or program, you want to make sure your social media efforts reflect those goals. This means you will increase frequency on some topics and decrease on others. You should also use the analytics and insights provided by your select social channels as a guide. You want to give the audience more of the content they crave and less of the content they don’t like.

If you find this seems to overwhelming or you really don’t have any more time to give to setting up your social media plan, I’m happy to help.

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