Developing a successful social media strategy enables effective nonprofit management, organizational growth, and strong relationships with target audiences. In this audio lecture from the Social Media on Purpose conference, presented by Stanford Social Innovation Review and Tides, journalist and new media strategist Marcia Stepanek provides a robust framework for building a social media strategy that fits with the organization’s mission. Stepanek recommends specific steps that include identifying and analyzing goals, defining the audience, assessing tool options, and deciding which channels are right for your organization to help it achieve greater impact.

Marcia Stepanek is a journalist, new media strategist, and author of the forthcoming book, Swarms: The Rise of the Digital Anti-Establishment; her work has appeared in The New York Times, the Huffington Post, Contribute, and Stanford Social Innovation Review. A former Knight Fellow at Stanford, Stepanek teaches social media strategy at New York University and curates an annual speaker series on disruptive innovation in the advocacy sector. She blogs regularly about technology at Causeglobal.com and lectures internationally on the influence of the Internet on social systems.