Though some studies show that social media use is declining, it is still an important tool for companies to utilize for community awareness and to appeal to a wider range of people. Applying the uses and gratification theory (Katz, 1959), this paper will look at how Leadership Asheville, a non-profit organization, can boost their social media presence, and why it is important for them to do so. While Leadership Asheville may not currently need a larger audience due to their high level of enrollment, their community relations could be improved to make more people aware of who they are and what they do. The high traffic of social media sites suggests that now more than ever, companies must focus their resources to remain a contender in the online world. This paper will suggest a strategic plan detailing how Leadership Asheville must improve their presence, and a guide for how to do that.
