Without doubt usage of social media is increasing rapidly and globally in all levels of societies and organizations. Businesses of all shapes and sizes are embracing Social Media as an important marketing tool. Social Media provide many opportunities for non-profit organizations to increase their presence, impact, communication and efficiency. Many non-profit organizations lag behind in incorporating social media marketing into their daily operations. More than half of the non-profit organizations included in this study thought they could be more active on social media and declared they were in need of a social media strategy.

Social media is challenging and establishes new hierarchies, cultures and responsibilities. Also, Social media demands time and interactive content which means you need to find new creative ways of looking at your organization’s communication. If no map is outlined for how social media marketing should be done how should the organization know how to coordinate in the world of digital marketing?

This study therefore employed a content analysis of a non-profit organization’s social media marketing on Twitter, Facebook and LinkedIn. The study also includes a survey of how 17 non- profit organizations are utilizing the potential of the social media technologies to carry out their programs and services. Together with a theoretical framework and an interview with a Social Media expert this revealed eight important parts that should be included in a social media strategy. The eight elements are visually presented in a conceptual model as well as put in practice as a strategy with concrete guidelines for the non-profit organization Swedish-American Chambers of Commerce-USA.

This report is an examination of the development of a social media strategy for a non-profit organization which resulted in a strategy to help strengthen the organization's voice online and illuminate the organizations reliability and aim.