Online Communications Planning

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1. Who are key audiences you would like to reach? Be specific. Are they people you serve directly?

Example: Urban low-income youth between the ages of 12 to 18 whom we would like to recruit into our service programs.

2. Are they availble online? If not, who are the people online that may advocate for them other than yourself?

Example: A majority of the youth do not have access at home but can gain access through school and public libraries. Teachers, parents, community educators and librar­ians can also be people we reach out to online.

3. If you have more then one target audience, which group may help create the most impact online to achieve your organization’s mis­sion and how?


4. Identify the basic purpose of your website(s). What are you trying to communicate to your audiences and what impact will they make if you are successful? (Remember that websites have four basic goals; to pursuade, inform, educate and appeal to their emotions).


5. Networks: What social networks are your audiences participating in?

6. Listening: What are your online audiences conversing about on these social networks? How are they realtive to your concerns and issues? What content or conversations can you offer to these audi­ences?

*Remember to prioritize your main website or blog, participate in social convera­tions, develop and strengthen relationships, share your content on other sites and pull audiences to your main website.


7. Is there a Social Media Policy in place? Who will be responsible for online communicating? How much time will be devoted to develop­ing content, listening online, and socializing on networks?

8. What hardware will you need (computers, flip-cameras, etc.)? What software will you need?


9. How will people find you? Write down key words associated with your organization, its issues, and the content you produce. This will be helpful later for organizing your site and its content, and it will also help define keywords and tags you may use on other social networking sites.

10. What other strategies could be used to help pull people to your website(s) (print and postcard campaigns, contests, other)?

11. What other content is available that can be repurposed online (vid­eos, interviews, audio, etc.)?

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