Goals/Objectives

What are the goals your NSO is trying to achieve by using social media? Is it to create or raise awareness of your sport; attract new members; increase engagement within your community; build member loyalty and increase retention; volunteer recruitment; deliver on sponsorship commitments, etc? These goals are not mutually exclusive, but an NSO may wish to focus a limited number initially instead of trying to cover every possibility.

Create SMART (specific, measurable, attainable, relevant and time based) objectives based on the NSOs goal for using social media. For example, if your goal is to raise brand awareness of your NSO, you might want to increase the number of times your NSO is mentioned on social media by 50%.

These can then be used to determine performance benchmarks to strive for and Key Performance Indicators that you can use to measure your performance over time.

As part of developing your strategy, you should also consider how social media will complement and enhance your other marketing goals/objectives (i.e. drive traffic to your website, increase email marketing subscribers, enhance your overall communications strategy).