Setting up a digital strategy, means spreading right message, to the right people by the means of digital communications – through the Internet. This communication is often characterized by effectiveness, time and money saving, but it is also very dynamic and place which requires a constant interaction with segments of your target group. It’s never an one-way street. Once when you managed to reach them, your long term relationship begins. They are becoming your virtual neighbors to whom you smile and say hallo every time you met.

However, in order to get into possibility to maintain above-mentioned communication, your organization needs to have a good communication strategy in place. That strategy should be adjusted to your target group needs, behavior, goals and habits. Therefore, by going through the following steps, you will be able to build a frame of your communications strategy:

After defining and naming all beneficiaries, write down short description of each beneficiary and focus on describing only main characteristics that make difference to other beneficiaries. Following set of questions can serve as a starting point for your description process, but discuss within your team what are the other questions which can help you describe your beneficiaries more deeply, which are related to your project idea:

  1. What is your organization trying to achieve by digital communication? Which elements of your audience‘s thinking or behavior do you most want to influence, and how will success look like?
  2. What are your audience‘s motivations for using digital and social media? Can your project help them to achieve these wants, needs and desires via social content or other marketing activities?
  3. Where and when are the best times and places to engage your audiences? Which social platforms will deliver activities to them most effectively and efficiently?
  4. How often do you need to engage your audiences? Does it make sense to try to interact with them every day, or might it be better to invest in fewer, bigger, better activities?
  5. How will you identify and measure program/organization success?

After answering previous questions, think also about the following:

  1. What do you want your audience to know and do based on your communication?
  2. Think about how time of the year, weather or season influences your audience’s communication.
  3. You can be a part of your audiences life, just don‘t push it.
  4. Be there when you are relevant!
  5. Help your audience to achieve what they want, when they want, where they want!