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Today, more than 90 percent of all nonprofits use social media to reach supporters, donors, volunteers, and policymakers.  \nUnfortunately, many rural organizations have not yet embraced social media. In 2013, NRHC polled its membership—comprised of rural housing advocates and practitioners—and found that 30 percent do not use Facebook at all or do so only on an infrequent basis. When asked what was the biggest challenge to maintaining an effective social media presence, a majority (55 percent) cited the lack of a strategy and limited resources. Others avoided social media due to fears about controlling messaging and monitoring employees or the lack of buy-in from upper management or their Board of Directors.  \nIn this toolkit, you will find important information on how to create and implement an effective social media strategy—regardless of your organization’s available resources. We hope this information will inspire you to begin to use social media or to take your efforts to the next level.  \nI would like to thank Capital One for its generous support of this Advocacy Toolkit, and for their commitment to improving access to affordable rural housing.  \nThank you for your advocacy,  \nRobert A. Rapoza Executive Secretary  \nCreating a Social Media Strategy  \nAny nonprofit organization—regardless of available resources—can create a social media strategy to fit its needs. Below are some basic tips on ways to begin or improve your organization’s use of social media.  \nThe Basics  \n􀁩 Listen and Learn. Before creating a strategy, take some time to become familiar with various social media platforms—including Facebook, Twitter, Instagram, and YouTube—and understand their unique audiences, tone, and style.  \n􀁩 Set Objectives. Identify the different goals your organization wants to achieve by using social media, including enhancing your advocacy efforts, raising awareness of rural housing issues, engaging volunteers orthe families you serve, and marketing your events or services.  \n􀁩 Who Is Your Audience? Who do you need to engage in order to reach your objectives? What motivates your audience to take action? Create a map of your different audience types and the outcomes you want to achieve. Think about who they are, why they are important to your strategy, what actions you want them to take, and what your audience needs and wants from you.  \n􀁩 Choose A Platform. Choose social media platforms, based on your objectives and audience. Focus on one platform at a time. Start small and build slowly. Integrate each new social media platform into your larger communications and strategy plans.  \n􀁩 Staffing And Schedules. Remember, you don’t need to create a new, full-time job position to benefit from social media. All you need is one or two staff members who are comfortable and familiar with the technology and have a good understanding of the organization, its mission, and messaging.  \n􀂡 Staff can aside as little as 30 minutes a day to monitor and moderate conversations on Facebook.  \n􀂡 Create a schedule of who will post and when. Be sure to keep your schedule flexible enough so that your organization can also respond to news as it happens.  \n􀂡 As a rule of thumb, post to Facebook no more than once a day and no less than 3 times a week.  \n􀂡 Engage your entire staff in brainstorming topics for posts so that the breadth of your organization is represented. Upcoming events, holidays, and current news can provide good opportunities for posts.  \n􀁩 Focus On Content. It is difficult to create entirely original social media content, so sharing content from other organizations is a necessity. Not onl","cbCaivayR3ERvooI","https://ap.wps.com/l/cbCaivayR3ERvooI","pdf",390820,6,"English","# Introduction\n# Creating a Social Media Strategy\n## The Basics\n## Overcoming Social Media Fears\n## Employee Policies","[{\"question\":\"Why does the toolkit emphasize having an effective social media strategy?\",\"answer\":\"It states that social media depends on an effective strategy and notes that many nonprofits struggle due to lacking strategy and limited resources.\"},{\"question\":\"What basic steps are recommended to create or improve a social media strategy?\",\"answer\":\"The toolkit recommends listening and learning, setting objectives, identifying the audience, choosing platforms, planning staffing and schedules, focusing on content, and measuring performance.\"},{\"question\":\"How should nonprofits manage concerns about employee messaging and control?\",\"answer\":\"It advises establishing employee policies with clear expectations, relying on experienced staff, using authorization limits, and creating protocols for emergency or crisis situations.\"}]","Advocacy Toolkit - Social Media Advocacy 102 - Creating a Social Media Strategy | PDF",1790235456]