In the throes of website redesign, it can be easy to get carried away when it comes to news blogs. The same goes for social media. It’s an exciting time. You see the potential. You know how great it will be to have a new project highlighted online each week. You know how much visitors will enjoy reading reports, perhaps from the field, that demonstrate in personal terms the great work your nonprofit is doing. But then, the new website is online and you have turned your attention to other things. And before you know it, another weekly deadline is upon you. The excitement is all gone by the time the third weekly blog post is due.
The result is a News section on your website that has three weekly posts and then…nothing. Even nine months later. Or a Facebook page with 3 lonely posts growing old.
The lesson is to curtail your excitement and have a careful look at available resources before you commit to have frequent news updates and an ambitious social media calendar.
Do you or someone on your staff have the time? If the plan is to have project staff do the writing, then do you or someone on your staff have the time to chase them?
This is not to say online news and social media are not important. They are extremely important, both for the online engagement of your constituents and to ensure your website is fully optimized for search engines.
Work hard to free up your time. Do your best to secure additional resources. Hire someone outside your organization to handle it. But be realistic. Better to have one post a month than to have three weekly posts and nothing more.