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It’s no secret that Facebook, Twitter, blogs and the like are no longer reserved for college students, techies and over-sharers. In fact, nearly 70% of online adults are using social media on a regular basis, a figure that is only increasing. Social media has become a crucial component of the marketing mix for companies of all sizes across all industries as a virtually free way to dissipate information, interact with your audience, and increase brand recognition and loyalty.

In this economy, social media has become more important than ever for the non-profit and public advocacy sectors. It is an incredibly cost-effective way of sharing news, raising awareness, as well as building and sustaining online communities in support of a common mission – when done correctly. This means going beyond setting up Twitter and Facebook accounts or posting the occasional YouTube video. It requires a clearly defined strategy with tactics that are designed to reach your target audiences in order to achieve measurable goals and objectives. Without a comprehensive strategy, those random tweets only create white noise and contribute to information overload for users. The strategy determines which social media channels you should leverage to best support your goals.

One appropriate tactic for non-profit groups seeking to raise awareness among their target audience is to start a blog that showcases the organization’s knowledge and expertise. Blogs have become a mainstream means to share information and incite discussion with over 57 million American adults reading on a regular basis. To ensure the post reaches your target audience, you could ask influential bloggers with an established readership to write a compelling post on the issue, and include a call to action that directs readers to your website. It’s important that your social media tactics do not standalone, but rather work together to proliferate your message and maximize your time and resources. For example, you can share a link to your blog post on your Twitter and Facebook pages to ensure optimal visibility and reach.

The golden rules of social media for non-profits and public advocacy groups are to keep your audience engaged and encourage their participation. It is important to regularly update your social media channels with relevant and meaningful information. New content cultivates interest and encourages people to share your updates with their online networks. Motivate people to interact with your organization by allowing them to comment on your Facebook discussion board or your blog posts, for example. Start a conversation with your audiences by responding to comments and answering any relevant questions to the best of your ability. Of course, this level of personal interaction requires some level of monitoring and maintenance, but it is a wise investment. If people feel that they have been heard and that their opinions are valued, they are more likely to continue their involvement in your organization and champion your cause.

As I’m sure many of you can attest, raising awareness on behalf of your organization is only half the battle in the non-profit and public advocacy world. Oftentimes, motivating people to take that extra step and do something is the hardest part of achieving your organization’s goals. Social media serves as an excellent vehicle to help mobilize your target audience into action. You can use social media tactics to drive traffic to your website to make donations, send Facebook invites to increase event attendance or arm your supporters with the resources to write to their local legislation calling for action on behalf of your organization.

As a final reminder, make sure to nurture the online community you have developed. Keep supporters abreast of any new updates, accomplishments and new opportunities to stay involved in the organization. An educated, responsive online community that feels appreciated is a valuable asset to any non-profit, and these supporters are likely to remain loyal to your organization for years to come.