To increase the visibility of your services, products, or to highlight your added value within your ecosystem, many different channels exist. Outdoor advertising, media relations, sponsorships, TV commercials, sponsored articles, and much more: the options are numerous and allow key messages to be effectively delivered. However, these strategies are often costly, especially for non-profits and SMEs, and don’t always guarantee reaching the target audience.

Digital communication, leveraging tools like social media, newsletters, blog articles, and collaborations with creators, not only allows you to better control your message but also optimizes your budget while directly reaching your target audience.

If you’re looking to promote, engage, or retain your community, here are six excellent levers to maximize the impact of your digital communication.

1- Focus on Quality Over Quantity

Social media offers you a two-way communication channel with your audiences. You have the flexibility to control the messages shared and communicate what you want at the right time. Some might think the key is to post as often as possible on all platforms, but experience has taught me that this isn’t the most effective method!

What matters is finding a sustainable publishing rhythm that’s relevant for your audience. A consistent presence is more effective than a flood of content. It’s better to start with one or two strategic posts per week on platforms where your audience is active.

Want to rank higher in the algorithm and reach more users? Try building a small, engaged community that can quickly interact with your posts when they go live. The more engagement a post gets in the minutes following its sharing, the more visible it becomes to users outside your current circle.

2- Leverage Events to Bring Your Community Together

Digital platforms, especially Facebook, can be powerful communication channels to share your events and activities without investing additional advertising budgets.

For non-profits, where resources are often limited, the “Create Event” tool on Facebook is a valuable lever. It allows you to invite many people at once, get RSVPs, and send reminders. This feature helps build a sense of community and eases planning.

3- Use Ephemeral Content to Boost Stakeholder Engagement

All platforms allow you to create a wide variety of content. This helps avoid user fatigue when people no longer connect with your posts and encourages page owners to keep creating.

Ephemeral content, such as stories, polls, and live videos, increases engagement and attachment to your organization by adding a much more human dimension. These strengthen interpersonal relationships with your brand.

4- Take Advantage of Social Media Advertising, Even with a Small Budget

A presence in traditional media can be excellent in many ways: it increases and reinforces visibility and credibility, drives traffic to your platforms, and maintains a positive brand image.

However, traditional media advertising, especially editorial-style content, can be quite expensive. In contrast, digital advertising on Facebook, Instagram, and LinkedIn allows precise audience targeting and optimizes every dollar invested.

Here are some benchmarks:

- On Facebook, the cost per thousand impressions was $10.34 in 2024, according to Birch.

- On LinkedIn, the cost per thousand impressions was $33.80 in 2024, according to The B2B House.

- In traditional media, the cost per thousand impressions ranged between $5 and $10, according to Les Ventes.

Depending on your goals, you can focus on clicks to your website, a great strategy for getting donations, for example! You can also focus on engagement if you want to create momentum in your community. Want more impressions on your posts? That’s also possible!

5- Humanize Your Communications Through a Spokesperson or Leader

An organization can share many messages on social media and humanize its content as much as possible. However, it will never have the same resonance as a human because there is an additional barrier in the parasocial relationship between the messenger (the company) and the recipient (the user). That’s why it can be very strategic to position a spokesperson or company leader to convey messages to a large professional network.

A person, leader or employee, provided they can go beyond their knowledge, can:

- Share innovative ideas, unique perspectives, and in-depth analyses.

- Influence opinions and practices in their sector.

- Pursue progress in a shared interest (population or ecosystem).

- Continuously develop their thinking and knowledge.

6- Don’t Underestimate the Power of Facebook Groups

Another powerful lever on Facebook for mobilizing your stakeholders is the groups feature. These spaces gather engaged communities around shared interests and offer a unique opportunity to listen, interact, and influence organically.

As an organization, following and actively participating in these groups can help you better understand your audience’s concerns, expectations, and challenges. This is especially important in issue or crisis management, where strategic monitoring of these discussions can allow you to anticipate reactions and adjust your communication accordingly.

Beyond mere monitoring, creating your own group can be an excellent way to gather and retain an engaged community around your mission!

Boost Your Digital Presence to Amplify Your Actions

In summary, digital communication is an essential lever for any organization seeking to strengthen its impact, maximize its outreach budget, and sustainably engage its audience.

Whether it’s social media, online events, collaborations with creators, or targeted advertising content, there are many opportunities to position yourself to captivate your audience.

What will be your first step to energize and amplify your digital presence?