Finding Your Way with Online Media: An Implementation Guide for Nonprofits

"It is important to ensure that your website and social media platforms work cohesively to achieve your communications goals."

This is one suggestion included in an ebook that guides non-profit organisations through the process of implementing an online media strategy, including websites, social media, and newsletters. It is the second in a series of three ebooks from the Nonprofit Network, an online resource centre for nonprofit organisations, particularly those based in South Africa. "This ebook is for you if:

• You have developed a basic online media strategy for your nonprofit organisation, but you are not sure how to translate it into your day-to-day work;
• You would like to use social media in a more structured and strategic way;
• You have dabbled in social media, or use it to a limited degree, but don't know what to do next;
• You would like to use social media for fundraising and to advocate for your cause;
• You struggle to find content to share on your social media platforms."

The resource includes many specific strategies and guideposts. For example, highlighted here is the online approach of the Children's Hospital Trust, described here as "an example of an effective front [website] page from a South African nonprofit. It includes many important features, for example: the domain name is intuitive; the search is easy to use; the navigation is self-explanatory; it is clear at a glance what the organisation does; there are images of people impacted by the work and social networks are easily accessible." Another example: "Once you start following hundreds or thousands of people on Twitter, it can start to get a bit tricky to navigate your fast moving newsfeed. Twitter lists are an excellent way to help you organise the people you are following into simple categories, such as 'human rights', 'journalists', 'sports', 'politicians', etc."

This ebook has been made possible with the support of the Open Society Foundation's Public Health Programme: Health Media Initiative. It is the second in a series of three (see "Related Summaries", below) for access.