The purpose of this project is to thoroughly understand the background and integration of social media platforms within a non-profit business environment. This paper will detail a strategic communication plan comprised of a situational analysis, literature review, and execution techniques designed for a non-profit organization called Leadership Asheville. Data provided will show that social media acceptance, training, and implementation vary greatly among businesses based on the communication theory uses & gratifications (Katz, 1959). Project objectives were designed to deepen the overall value of Leadership Asheville’s communications plan by enhancing and streamlining its social media presence.
