It has become somewhat conventional, almost expected, that every social media savvy nonprofit organization and member association should maintain the following social media profiles:
Twitter is for blasting news updates, short headlines, and quick announcements. Instagram is for sharing photos and memes. Facebook is for telling stories and connecting with a community. Linkedin is for legitimizing your organization and recruiting talent. YouTube is for sharing videos. You probably need all 5.
I might also suggest that if you have a social media profile, make it easy for people to find it on your website. Those 5 icons should be prominently displayed in your header and/or footer of every page of your site. I find it odd that I am able to stumble upon an organization’s social media site, which is not even promoted on their website.
Finally, I would say that if you don’t have a particular social media site branded after your organization, go ahead and reserve it. You may not have content or a content strategy for it now, but you might in the future and you definitely want to grab it. When you do create your social media profiles, strive to be consistent in the naming convention across all profiles. Try to use the same username, same acronym, same short URL for each social media profile.