Social networking, yeah, I use it every day. And so do my friends. But allegedly we are "early adopters". So I copied this from Guidestar, a site devoted to fundraising for Non-Profits. Food for thought, especially in advocating for the use of "Web 2.0".
Five Steps to Savvy Social Networking 101
During the process of attempting to "get found" on social networks, many nonprofits are instead finding themselves getting lost. How will supporters find us on Facebook? Should we be on LinkedIn? What’s a Tweet? How can we reach our base most effectively?
First, let’s back up a moment to define what the terms "Web 2.0," "social media" and "social networking" mean. For those of you who feel like you missed Web "1.0," think of the Internet in its infancy: companies and organizations translating printed collateral, brochure and "about us" information into Web sites. Static, one-way communication. Since then, the Web has evolved to a point where users want to be seen, heard and connected. Ta-da: Dynamic, two-way communication.
Rather than thinking "setting up a Facebook page" as a goal, slow down for a moment and take these five steps to make sure your organization is headed in a positive direction and on its way to helping you "get found":
- Before you worry about "being found," find others. There are people out there already talking about your cause. They might even be talking about your organization in particular. You needn't put a glass to the door to hear what they're saying; take advantage of free Web tools that will help you listen in, such as Google Alerts (see what's being said on the Web), Tweetbeep (see what’s being said on Twitter) and Technorati (see what's being said in the blog-o-sphere).
- Avoid feeling overwhelmed by taking baby steps. You needn’t be a social-media maven right off the bat. If you have no idea which resources are a good fit for your organization, check them out first! Put an hour on your calendar every week, two weeks, month, et cetera, to check out a different resource. Facebook today. MySpace next week. Twitter next month. Whatever the case is, answer the question, "What does my organization aim to gain through social media?" first. If you’re in a goal-oriented, strategic mindset, this trial-and-error exercise will make a lot more sense.
- Determine which outlets make sense for your supporter base. Even if you think Facebook is the greatest thing since sliced bread, your donors might not. Maybe they’re all spending their Internet time somewhere else. Rather than trying to attract people to where you are, go where the people are. If 80 percent of your donor database is 75-year-old folks, MySpace may (just may) not be the best for your on-line presence. Just saying.
- Get your act together. This means, "Get your content squared away." Though social-networking messages often appear to be off-the-cuff, a little planning can go a long way. For example, if you’ve decided that a blog is the appropriate place to dabble on-line, spontaneous blog entries may only get you through the first couple of weeks. Then, writer’s block strikes and your new readers are left wanting more while you’re out of steam. Prepare a library of content beforehand. You can even consider preparing content to give to your supporters to spread to their own networks on your organization’s behalf.
- Make sure your other supporters know you’re there. There are a number of your current supporters that may not be looking for you on Web site aside from your organization’s home page. Make sure you communicate the various options you have available for staying connected: create links in your e-mail marketing campaigns; include links and information in your personal e-mail signature; mention your social media presence at the end of your next event. Putting a "Find us on Facebook" button on your Web site is not a social media strategy in and of itself, but it’s still valid to give your supporters options.
For additional thoughts on the pros & cons of social networking as a (non-for-profit) business tool: Network for Good has this article.
For more information on Guidestar: here's the link. You can also find the 990s for any U.S. Not-for-Profit there.
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