Social Media Marketing Strategy

Social Media Marketing Strategy Katherine Sullivan, Candidate for B.S. in Human Services with a concentration in Nonprofit Management and Social Innovation PROJECT ABSTRACT The Bartow Collaborative’s mission is to have “a community of partnerships, with common goals addressing the challenges facing Bartow County’s children and families” (Bartow Collaborative, 2018, para. 1). Social media began growing in popularity in the early 2000s and is now used for marketing to develop and share posts created about the organization to meet the goals and further the mission of the organization (ProLiteracy, 2020). “Utilizing various social media networks promotes increased traffic to your website, higher conversation rates, raised brand awareness, and improved and consistent communication and interaction with your organization’s target audiences” (ProLiteracy, 2020, p. 2). The research question addressed is “how does social media marketing impact nonprofit organizations? This social media marketing strategy, constructed for Bartow Collaborative Inc., will be to promote the online resource directory that was created in 2017. A literature review was conducted of the best practices of social media marketing in nonprofit organizations, qualitative interviews, and quantitative surveys were conducted to understand marketing in use by other Collaboratives in Region 1 and the surrounding counties. From this, the aspects needed to create a successful social media marketing strategy were understood. This capstone project comprises the elements of marketing, social media, branding, market orientation, internal marketing, relationships, collaborations, promotion, and fundraising to create the social media marketing strategy to promote the online resource directory and the Collaborative. This will raise the community awareness of the online resource directory, so people know of resources available to them. Overall, marketing integrated with social media is a crucial aspect for nonprofits to be successful in the everchanging environment. Key words: social media, nonprofit marketin