Being targeted.
A quality social media strategy will focus on targeting the right people, with the right messages, at the right time. To do this, your NSO needs to clearly understand the ideal audience(s) they are targeting.
This is often done by creating audience personas for each of the main audiences you are trying to attract and communicate with (e.g. athletes, coaches, parents, sponsors, etc). For each audience persona you need to determine their common characteristics, which include their demographics and psychographics.
Demographic characteristics include: age, gender, location, profession, income level, marital status, etc. Psychographic characteristics include: interest, hobbies, habits, motivations, values, etc.
Once your target audience(s) have been identified, your social media strategy should focus on attracting those audiences to follow and engage with your NSO on social media.