Businesses, non-profit organizations and government agencies all have key differences in their social web strategies, however the basic format of it remains the same. The most important aspect of developing the strategy is to figure out what your objectives are and who your target audiences are. It is important to remember that not all social media channels are for everyone, especially when it comes to the different goals businesses, non-profit organizations and government agencies have.
Referencing to the infographic above (made with the usage of piktochart), statistics have shown that the usage of social media is predominantly female. This can work towards businesses or non-profit organizations that segment their market demographics based on females. However, for government agencies, as men are more interested in politics, their target audience will be different. The different platforms also contain audiences varying from different age ranges. As businesses and non-profit organizations may target both a younger and older crowd, they then have a wider selection of platforms to use because of the mass audience range on social media. Government agencies, on the other hand, target an older crowd and therefore should pick platforms that hold an older generation of audiences.
Lastly, not all social media platforms are the same, one must choose carefully which platform to take advantage of. Government agencies has the least choices amongst businesses and non-profit because their purpose is more directed to connecting with an older crowds to deal with more sensitive issues. Therefore, YouTube and Google+ would garner less advantages for Government agencies as they do not assist the objectives as well as Facebook, Twitter and LinkedIn would. Non-profit organizations, as their objectives are more for sharing and raising awareness, would benefit from a wider range of platforms. Facebook and Twitter would still be the most beneficial as these two platforms promote on sharing a lot more than the others. Businesses also have a wider range of platforms to choose from as most businesses use social media to connect with consumers. Facebook and Twitter will also be most beneficial for the fact that these two are the biggest platforms worldwide and will thus connect businesses with more consumers.
Hopefully with this information, you can now pick and choose which social media channel will best assist with your organization’s strategy.