This article is part of a larger and ongoing collection of articles about content marketing for a non-profit organization. I invite you to read the “parent” article, Content Marketing Strategy for a Non-Profit: A Case Study.
"You simply must be on social media!" This has been said so often, by so many people, with such varying levels of expertise, that it has become something of a cliché. Snarkliy, perhaps, I have come to refer to such statements as social media cheerleading: "Rah, rah, sis boom bah! Social media to the rescue!"
Of course, that statement contains truth. Brands, including non-profits, do need to be present and active on social media. But a social media strategy is a little easier said than done. And, one of more difficult aspects of social media marketing is evaluating the effectiveness of your campaign.