Why being on every social media platform can affect your organization
One of the biggest risks of spreading too thin across multiple platforms is that organizations end up diluting their message.
In today’s fast-paced digital world, many organizations feel compelled to establish a presence on every social media platform, believing it is the key to broadening their reach.
However, communications expert Lubega Dan warns that this approach can be counterproductive, especially for non-profits. In a recent interview, Lubega shared why being active on too many platforms can weaken an organization’s brand and what strategies can be employed for effective communication.
According to Lubega, the first step organizations should take is to evaluate their social media activities critically. He poses a series of questions: If your organization is on more than two platforms, have you consistently updated them at least four times a week for the past year? Does your communications department have more than four officers? Do you even have a structured communications strategy? Are you regularly assessing the performance of your platforms through analytics?
“If the answer to any of these questions is uncertain, it’s time to rethink your approach,” Lubega says. “Being on every platform without a clear plan can actually hurt your organization’s image. It’s not sustainable.”
He points out that many organizations, particularly non-profits in Africa, operate with limited resources, with communication departments often staffed by only one or two officers.
“Let’s be honest,” Lubega says, “in most organizations, communications is seen as an afterthought, something to address only when there’s time. But this mindset is wrong. If you invest in your communications team, you make your organization findable. And when you’re findable, you’re fundable.”
One of the biggest risks of spreading too thin across multiple platforms is that organizations end up diluting their message. Lubega notes that this is particularly damaging for younger organizations, which may still be defining their identity and target audience.
“For organizations that are two to three years old, you are still experimenting. You don’t even fully know what’s working yet,” he explains. “After that period, though, you need to focus. Figure out who your target audience is, what platforms they are using, and what kind of content they consume. This way, you can reach them more effectively.”
A lack of strategy is another critical issue. Lubega observes that many organizations operate without a clear communications plan, hoping that success will come without a deliberate approach. “Most of us are winging it, expecting miracles to happen,” he says. “Just because Organization Y is on Platform X doesn’t mean that Organization B should be too.”
To avoid falling into this trap, Lubega advises conducting a communications audit to assess what is working and what isn’t. “You need to evaluate your current platforms. Are they giving you results? If not, it’s time to shift focus.”
Defining a target audience is also crucial. “Break your audience into primary and secondary groups. Find out where they are and what kind of content they are consuming. This will help you choose your top two communication channels, and from there, you can concentrate your efforts.”
For organizations looking to maximize their online presence, Lubega recommends prioritizing certain platforms like LinkedIn and email marketing.
“Funders are not going to Instagram to find you,” he notes. “They want to hear your message through impact stories, podcasts, videos, and infographics. These are the formats they understand, and they want to see how your work is creating change on the ground.”
