Nonprofits often operate with shoestring staffing and it is always appropriate to reassess your efforts and goals. Social media is a valuable channel to reach your audience, but is it providing an adequate ROI?
While most nonprofits feel an obligation to capitalize on social media in some capacity, posting infrequently or sharing content that is simply filler won’t engage your audience. If you have been making a credible effort to provide useful or interesting information on a regular basis, check your referral traffic from each social network, and if it’s not paying off, stop it.
Think about who you are trying to reach and then look at the media channels you use. The list gets longer all the time: Twitter, Facebook, Google+, Instagram, LinkedIn, Pinterest, Flipboard, Tumblr, Storify, Periscope, and Snapchat. Each service meets a different need and targets a different audience; make sure the user base you are reaching is the one you want. Perhaps a new channel is a better fit for your goals.
Examples and more reasons why Nonprofit Tech for Good recommends evaluating your social media use can be found in 4 Signs Your Nonprofit Should Quit a Social Network.