Social Media Basics for Non-Profit Organizations: Platforms, Audiences, and Strategic Objectives

This article examines the strategic foundations of social media use in non-profit organizations. It analyzes six leading platforms—Facebook, Twitter, Instagram, LinkedIn, YouTube, and TikTok—focusing on their audience demographics, communication formats, and role in advancing mission-driven objectives. Using the SMART framework, it highlights how organizations can set measurable goals, tailor strategies to platform-specific strengths, and continuously evaluate impact. By bridging theory with practice, the article contributes to both academic understanding and practitioner capacity in digital non-profit management.