Non-Profit Interaction: Creating the Right Focus
Social media can benefit many different types of groups, but it is essential to cater the use of social media to the purpose of the organization, whether it is a company selling a product, or a non-profit seeking volunteers and donations.
Richard Millington, author of The Online Community Manifesto, took to his blog, FeverBee, to discuss non-profits and how they could alter their approach to find the results they want from social media. Millington explains that most non-profits could utilize more discussion to make outsiders feel included in the good work of the organization. Instead of simply discussing the goings-on of the company, non-profits should form relationships and offer opportunities for involvement.
Beth Kanter blogs specifically about social media and non-profit organizations. In her post, “Just How Smart Are Your Social Media Objectives?” she gives specific items to consider when launching a social media site. One of Kanter’s best points is not to expect a great return if you do not put in great effort. Don’t anticipate a large outpouring of donations or volunteers from a website that was not given 100%. This doesn’t just apply to non-profits, but all companies.
Also, writing down goals for any attempt at social media would give valuable perspective. Not only does this give you direction and focus, but it also provides you with a check point in a few months to see how the project is going. I would strongly recommend this. Additionally, try to identify the target audience and put yourself in their shoes. What would you want to hear about? What would encourage you to get involved?
As I’ve reiterated in several posts, social media can be extremely helpful as long as it is not one-sided. Find direction and start a conversation!
Like this:
~ by Annie Blewett on March 30, 2009.
Posted in Non-Profits, Social Media in Public Relations
Tags: Creating Focus, Goals, Non-Profits, Social Media
Nice post Annie. I agree with your reference to Richard Millington that forming relationships is key to having a successful blog following. Many times people will go on blogs simply to chime in on the topic and then leave, but there are always others who are more long-term posters whom through a period of time actually develop relationships not only with the other frequent posters, but also with the site moderator/manager. In some cases you may be interacting with that said person in a given day more than you do with many close friends so understanding the importance of forming a relationship is an important step in a blogs success that mustn’t be overlooked.