How to choose the right social media channels for your charity

The dubious online safety provision and ongoing decline of the old guard, coupled with the rise of newer platforms like BlueSky and Threads, means it’s no longer practical to ‘be everywhere’ on social media.

For charities, where budgets are often tight and teams are small, trying to cover multiple platforms can lead to mediocre engagement and missed opportunities.

Even more concerning, social media platforms are increasingly undermining trust. Meta’s recent decision to move away from human fact-checkers raises serious questions about misinformation.

No more spreading social media talent and limited resources too thin. It’s time to reassess and focus on the right platforms – those that align with your values and your audience – for more impact.

So, how do you go about choosing the right social media platforms for your charity?

Focus on value-aligned platforms

Start by asking:

• Where are your target audience most active?
• Which platforms align with your charity’s mission and values?
• Where can your content thrive, without compromising user safety?

Prioritise online safety

Your audience’s safety should be at the heart of your social media strategy. Choosing platforms with strong moderation tools and transparent policies can help protect your community from harassment and misinformation. Engaging your supporters in safe, positive spaces will build trust and long-term loyalty too.

We understand that navigating this shifting social media landscape can feel overwhelming. That’s where we come in. With years of proven experience helping charities build safe, thriving online communities, we’re here to guide you every step of the way. From expert advice on social media moderation best practice to powerful community management campaigns that ignite engagement and drive significant audience growth, we’ve got you covered.

Get in touch with us to discuss a tailored social media package for your charity.

It’s time for an audit

Conduct a thorough audit of your social media channels:

Evaluate performance: Review engagement rates, audience demographics, and conversions on each platform you currently use.

Survey your audience: Ask your supporters where they prefer to interact with you. Their insights can help guide your decisions.

Consider your values: If a platform continually fails to address misinformation or toxicity, it may be time to leave – even if it feels risky.

Platforms you might not have considered

As you rethink your strategy, consider alternative platforms that offer more control to help foster deeper connections. Decentralised platforms like BlueSky or Discord offer a space for creating highly engaged communities with tailored moderation tools. (Speak to us about building a safe and vibrant Discord community.) Paid community platforms like Circle and Mighty Networks offer greater autonomy over content and ensure your supporters are not at the mercy of algorithms or plagued by ads.

Next steps (+ free strategy on a page template)

The decision to leave platforms like Facebook or X can feel daunting, but it’s also liberating. By focusing your efforts on platforms that align with your mission and audience, you can amplify your voice and make a real difference – without compromising integrity or user safety. Your organisation doesn’t need to stay on platforms that no longer serve you. Use this moment to prioritise what really matters: your mission, connection, and impact.

Once you’ve decided where to focus your social media efforts, remember to set clear goals and a strategy for each platform. We’ve created a free 1 page social media platform strategy template to help you set a clear strategy and goals for individual social media channels.

The incessant changes in social media platforms and the online safety implications can feel destabilising. We’ve got you. Get in touch to find out how we can lighten the load on your social media team and keep your online communities secure, safe and deeply engaged.