Developing a Communications, Marketing, Social Media Strategy


Most community broadcasters have been involved in marketing in an ad hoc way. That is, they’ve been doing it, but not in a planned or strategic way.

So how can community broadcasters approach marketing more effectively? By ensuring that every marketing opportunity is carefully thought out in advance and undertaken in an integrated fashion.

Marketing Opportunities, Branding, Identity, Networks, Partnerships and Campaigns

Developed by the Community Media Training Organisation.

Developing a Communications Strategy

A communications strategy is designed to help you and your organisation communicate effectively and meet core organisational objectives. KnowHow, place for voluntary sector people to learn and share what they have learnt with others, provides a step-by-step guide to producing a communications strategy for your organisation, which includes exercises and downloads.

Developing a Social Media Strategy

Everything you do on social media should, ideally, be underpinned by a set of goals/aims and a social media strategy or action plan. Having a strategic plan will help you to address:

  • what your organisation wants to achieve through social media
  • which social media sites to focus on
  • how to engage your audience
  • how frequently to post
  • how to measure your social media impact
  • what to do if things go wrong, or when you’re criticised

A social media strategy or action plan may exist as a document, or it may be more a set of understood principles shared by your Social Media team, or it may take the form of a calendar in which you try out different approaches at different times so that you can evaluate what works best for you. Get this resource from the Community Radio Toolkit.