Your Organization Doesn't Need to Be Everywhere Online

Facebook. Instagram. LinkedIn. X(Twitter). Bluesky. TikTok. YouTube.

And by the time you’re done reading this, somebody will probably have launched another one.

It can make a small organization feel like it needs to be everywhere all the time. I've worked with enough volunteer organizations and community groups to know that's usually not realistic, and I don't think it needs to be.

I'd rather see an organization do a few things consistently than create six accounts it doesn't have the time or people to maintain.

Start with the people you're trying to reach

Don't start by asking which social media accounts your organization should have.

Start by asking who you're trying to communicate with and where they're actually paying attention.

Those answers aren't going to be the same for every organization.

A professional organization may find LinkedIn valuable. A neighborhood or community organization might get much more engagement through Facebook. Another group may find that email is still the best way to communicate with the people it needs to reach.

You don't get extra points for having every logo in your website footer.

Give people somewhere reliable to find you

I'm a big believer in having a website even if most of your day-to-day communication happens somewhere else.

Social media is great for reaching people, but it's not a replacement for having a home for your organization online.

Your website is where someone should be able to find the basics: who you are, what you do, upcoming events, how to contact you, and how to get involved.

Social media can point people there.

Be realistic about what you can maintain

I've been involved with organizations where the work is being done by volunteers who already have jobs, families, and plenty of other responsibilities.

An elaborate content calendar sounds great until someone actually has to maintain it.

If you can post twice a week consistently, that's better than deciding you're going to post twice a day and giving up after two weeks.

The same applies to newsletters. I'd rather receive a useful monthly newsletter than three emails a week that don't really tell me anything.

Use what you've already created

This is one of the easiest ways to make communications more manageable.

You don't need to reinvent everything for every platform.

If you're hosting an event, the same basic information can become a website update, email, Facebook event, Instagram graphic, and LinkedIn post. Change what needs to change for the audience, but don't start from zero every time.

The same thing works in reverse. A good article or newsletter can give you several smaller pieces of social content.

Work smarter with what you already have.

Consistency matters more than being everywhere

Ultimately, people need to know where they can find reliable information from you.

Choose the channels that make sense for your organization. Keep them current. Make your communications recognizable. And don't be afraid to decide that a platform simply isn't worth your time.

You don't need to be everywhere. You need to be where your audience is—and you need to show up there consistently.