Jan 15th, 2009 by Amy Southerland
A few high-performing nonprofits across the nation are embracing social media and tapping into its power to further their missions. They are using social media tools to connect with the communities they serve. They are attracting donations, volunteers, media coverage, and employees.
However, the majority of nonprofits seem to be taking a “wait and see” attitude about social media. For every nonprofit that has a staff member assigned to oversee social media efforts, there are hundreds (maybe thousands) that are simply missing out on everything social media could do for their organization.
Several others are dabbling in social media – often because a younger staff member “gets it” and takes the initiative to start a blog or set up a Facebook page – but don’t have a plan for coordinating or integrating their efforts. This is almost as bad as not using social media at all, because it means they are missing out on the powerful cross-pollination that occurs when you employ a strategic suite of social media tools.
The handful of nonprofits that are fully embracing social media have the right idea. There’s real value to be reaped from this emerging channel, and early adopters are showing that it’s worth the investment to establish a strong social media presence.
If you lead a nonprofit and don’t already have a social media game plan, it’s time to make social media a priority.
Social media is here to stay
Social media is a not a trend. It’s an established and evolving channel that needs to be part of your overall communications and capacity-building strategies. You only have to consider the central role that social media played in electing our incoming President (and his reluctance to give up his Blackberry!) to realize that social media isn’t a passing fad.
Facebook, which was launched in 2004, is now the largest and fastest-growing social-networking site. It recently surpassed 150 million users, 70 percent of which joined in 2008, and half of which use Facebook every day. As of December, the social-messaging platform Twitter (which is less than 2 years old) had between 4 and 5 million users, representing 600% growth in 2008. An estimated 5-10 thousand new Twitter accounts are opened every day.
Social media is now a routine part of how many people connect with each other and the world. Rest assured, social media isn’t just for college kids or geeks. People of all ages, from all walks of life, are engaged in social media, and the numbers are only going to grow.
This is good news for nonprofits because the ethos and etiquette of the social media sphere is a perfect fit for nonprofits. But you have to be in the sphere to reap the benefits!
Two models worth watching
If you’re having trouble envisioning how social media could work for your organization, try connecting with a few nonprofits that are using social media to get a feel for what others are doing and how the tools are being used.
One good model to look at is the American Red Cross, which is dedicating staff and resources to implement a broad social media strategy. Social media has huge potential for organizations that deal with emergency management and response, so it makes perfect sense that the Red Cross is leading the way on incorporating social media into their communications strategy. The Red Cross has a blog and participates in multiple social-networking sites, including Facebook, YouTube, Flickr, Twitter, Ammado, SocialVibe, and Linkedin. The Red Cross channel on YouTube features more than 90 videos. You can follow Claire Sale, Red Cross social media guru, on Twitter @clairesale.
Another national nonprofit with a growing, multi-pronged social media presence is the National Wildlife Federation. The NWF website features four blogs. The NWF channel on YouTube currently features 77 videos. Supporters can follow @NWF on Twitter, as well as Danielle Brigida, NWF’s social media expert, who tweets under the user name @starfocus. In addition, NWF has 9 more staff members who recently started tweeting to give people a “behind the scenes” perspective on different NWF programs and initiatives. Here’s a list of NWF tweeters.
These two nonprofits are definitely worth watching, and there are many more that are increasingly active in the social media sphere. To find more examples, try searching for nonprofits in your region or your issue area on Facebook and YouTube. See if you can also follow the organization or specific staff members on Twitter. Check if the organization’s website includes a blog or links to social networking sites.
When you see the creative, innovative ways others are implementing and integrating social media tools – and how those efforts are mission-driven and support a larger communications strategy – it may open your eyes to how social media can work for you.
Getting started: social media basics
The exact way you employ social media tools will depend on your mission, your goals, and your target audiences.
But it’s safe to say that every nonprofit organization needs to take a serious look at five standard components of any social media plan:
- Adding a blog (or blogs) to your website
- Setting up a nonprofit page on Facebook
- Video-sharing (such as YouTube’s Nonprofit Program)
- Having one of more staff microblogging on Twitter
- Connecting with colleagues and community leaders through LinkedIn
If you aren’t familiar with all of these tools are and how they work, don’t be daunted. They are user-friendly by design. Your staff (or volunteers) can learn to use any of these services quickly and easily – and there are plenty of online guides and social media experts (like the team at Spur) who can help you get started.
What are you waiting for?
Social media opens up new ways to connect with the communities you serve and the communities you belong to (real and virtual). It’s a low-cost, low-risk way to try new things and learn what works. It’s remarkably flexible and offers exciting potential for raising awareness and raising money.
Most importantly, social media can further your mission by allowing more people to understand, value, and support what you do.
Amy Southerland is a freelance writer and communications consultant who specializes in nonprofits and philanthropy. She works with Spur Communications on a wide range of projects. Follow her on twitter @wordjockey.
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