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How to choose the right social media networks for your organisation

With so many channels now available, social media can be very confusing and it can be difficult to decide which one is best for your organisation.

Before deciding which social media channel(s) to use it is important to establish:

  • what are your aims and what is the message your organisation will use social media to communicate?
  • who are your target audience and which social media websites do they already use? 

This quick guide outlines the main social media networks and how you could use them to promote your organisation and engage your audience.

If your organisation is using another social media network, why not add it in the sections below?

Things you'll need

  • Internet access
1

Facebook

Facebook is an online social networking service that enables users to create a profile, add other users as "friends", exchange messages, post status updates and photos and videos. Additionally, users may join common-interest ‘Groups’ (which can be hidden) and organisations can create ‘Pages’ to showcase their brand and engage with their supporters. 

Great for: Engaging supporters through an official Page and building special interest communities through Groups.

Users: 32 million in UK, 1.65 billion worldwide

See the How-To guides on:

2

YouTube

YouTube is a social networking service that allows users to discover, watch, share, upload and edit videos. Users can also follow channels, comment on and discuss videos, and follow other users' content. YouTube is the world's second-largest search engine.

Great for: Sharing videos to showcase products and services, and highlight supporter stories, volunteers, fundraisers and events.

Users: 19 million in UK, 1.3 billion worldwide

See the How-To guides on:

3

Twitter

Twitter is an online social networking service that enables users to send and read short 140-character messages called "tweets”. Users can also follow, mention and reply to people, build lists, highlight and search keywords and share content.

Great for: Sharing information and news about your organisation, engaging supporters through visual content, building relationships with celebrity supporters or other charities.

Users: 15 million in UK, 645 million worldwide

See the How-To guides on:

4

Instagram

Instagram is an online social network app that enables users to take and share photos and videos (up to 15 seconds in length) from a mobile device, and share them on a variety of other social networking platforms, such as Facebook, Twitter, Tumblr and Flickr. Users can follow people and engage with their photos by liking or commenting. Instagram is owned by Facebook meaning shared content displays as images or videos rather than links.

Great for: Sharing images or short videos to showcase products and services, and highlight supporter stories, volunteers, fundraisers and events.

Instagram Users: 14 million in UK, 500 million worldwide

5

LinkedIn

LinkedIn is a business-oriented social networking service that enables users to build their professional identity and stay in touch with colleagues; discover professional opportunities; and get the latest news, inspiration, and insights. 

Great for: Engaging supporters through a Company page, advertising jobs, sharing news.

Users: 10 million in UK, 414 million worldwide

See the How-To guides on:

Further information

Note: Statistics for number of social network data from June 2016

Contributors

Page last edited Sep 11, 2018 History

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