There are a number of factors that will determine your social-media presence:
Where's your target audience hanging out? You've outlined who you want to follow; now it's important to know where they are. There's no point in being on Google+ if everyone you want to engage is on Facebook, Twitter, LinkedIn or elsewhere.
Manpower. Your organization has to invest a lot of time in order to build a following and keep it engaged. At the outset it's advised that you spend, at a bare minimum, two hours per platform per week. For example, if you plan on joining Facebook, Twitter and blogging, you'll need six hours per week dedicated to social-media work. Can your community manager commit to that amount? Odds are you'll need more hours than that. This obviously brings up budgetary issues as well.
Which platforms are best suited for your organization? Just because "everyone" is on Facebook and Twitter, does that mean you have to be there? For some organizations, certain platforms aren't worth investing time in. When crafting a strategy, look at each platform to assess whether the content you're considering pushing out will be suitable.
For example, if you'll be posting short blog posts with many pictures and video clips, Tumblr may be a better option than WordPress for your organization.
Attention! Social Media Does Not Equal Fundraising!
Where?
There are a number of factors that will determine your social-media presence:
For example, if you'll be posting short blog posts with many pictures and video clips, Tumblr may be a better option than WordPress for your organization.