Is social media planning a curse word for Nonprofits?

Person A, let’s call her Karen, is managing a business social media account.  It is exciting; she posts haphazardly anything and everything, and new followers are abundant.

Then we have person B.  Adam, who follows a more systematic approach and knows the value of the communication medium.   He plans and focuses on the audience, messaging, and meaningful engagement – he is building community.

Planning for social media is essential to align your efforts with broader business objectives (hey, every organisation should have business objectives), maintain consistency in branding, engage your audience effectively, create relevant content, save time, set measurable goals, prepare for crises, and remain adaptable in a dynamic online environment.

Seven Reasons to Plan 

Here are seven reasons why planning should not be neglected.

Strategic Alignment. 

Social media planning ensures that your social media activities contribute to the broader strategy of your organisation.

Consistent Branding.  

Consistency in messaging and visuals helps reinforce your brand identity and increases brand recognition.  Ask yourself if the branding on the page aligns with organisational goals.

Audience Engagement. 

Planning allows you to tailor your content to resonate with your audience, increasing the likelihood of engagement interaction and building a community around your brand.  It includes the tone and voice, i.e. being confrontational in your engagement is doing you no favours.  

Content Relevance

Planning helps you create and share relevant content.  By identifying key themes, topics, and trends, you can stay ahead of the curve and provide timely and valuable content to your audience.

Time Efficiency

Planning helps streamline your posting schedule, content creation, and overall social media management, making your efforts more efficient and effective.

Crisis Preparedness

 Social media planning includes anticipating potential issues or crises.  Having a crisis communication plan ensures that your organisation can respond promptly and effectively to any negative situations that may arise on social media.


Planning doesn’t mean being rigid.  It allows for adaptability by providing a framework that can be adjusted based on changing trends, audience feedback, or unforeseen circumstances.

A Last Word 

Karen’s social media pages will show a lot of followers and likes.  The higher the number of followers will, unfortunately, increase the number of fake accounts.  The term refers to accounts with no profile information or significant posts.  The accounts typically have a high follower-to-engagement ratio and sudden follower spike.

If your objective is to be like Karen, then, by all means, keep posting.  If you aim to foster two-way communication between you and your audience, strive to be like Adam.  

Read here  about the social media process: