In the 21st century having a vibrant Facebook for your nonprofit isn't just a nice bonus, it's a necessity. Depending on the size of your organization you may have a person (or persons) dedicated to developing and finding content to post on your social media pages, or more likely (especially if you're small) that responsibility will fall to someone on your staff that has a bunch of other responsibilities as well.
Unfortunately, the biggest mistake that most organizations make is that they invest in the salary and benefits of having a person to manage their social media, but don't allocate enough resources for that person to do their job effectively.
Big Mistake: Nonprofits often budget for a person to manage their social media, but don't budget enough for any online targeting, advertising or boosting.
Anyone can post daily to Facebook or Twitter, and some people are great at creating and curating amazing content for their organizations, but if all they are doing is posting to your pages you're probably not getting the traction that you would like.
In 2015 Facebook changed the way it handles posts from pages. Previously if a fan of your organization "Liked" your page every time you submitted a post it would show up in their Facebook feed. However after the change your posts show up much less often and now you are asked to "Boost" (i.e. pay money) posts for more exposure. You can read more about it here.
There is no point in paying someone to post on your Facebook page if no one is seeing those posts.
The secondary problem is that many "social media managers" don't have a great understanding of how Facebook determines which posts get seen and how to maximize exposure. Most organizations are left with two options:
1) Budget additional money for paid targeting, boosting and advertising on Facebook, and make sure your social media manager is well trained and up to date on best practices.
2) Hire an outside firm to manage your posts and do the targeting/boosting/advertising for you.
The advantage of option #1 is that you have a person in-house who understands the day to day happenings at your organization, and that person can be tasked with other responsibilities as well.
One reason why many nonprofits are going with option #2 is that it can be much less expensive than paying for a full time staff member. You get the expertise of a professional team, plus you can allocate more money for actual advertising. The good firms work closely with your team to make sure that the social media message is on target and in line with your organization's marketing/outreach priorities.
If you're not sure what the best Social Media strategy is for your organization, set up a free consultation with one of our experts.