Question: What are the key questions nonprofit orgs should ask to help them determine how to prioritize social media training and experimentation as they do their technology and organization-strengthening planning?
1. For what purpose are we moving into the social media and online world? What will we accomplish in an online community that we are unable to accomplish without utilizing social media and why is this so? How will we be able to use our online relationships in the offline world?
2. What is the audience we are trying to reach through our online strategy? Where is this audience participating online already and how do they participate there (are they joiners? critics? somewhere else upon the ladder?)?
3. Why will people add us to their growing list of places they participate online? What benefit will they receive from us that they (1) cannot receive anywhere else or (2) would prefer to receive from else rather than from anywhere else? Example: why will they read our blog for facts on donating blood rather than the Red Cross or searching on Wikipedia?
4. How much time do we have to participate in social media and technology? See Beth Kanter's post on how much time it really takes to do social media. In my opinion it is always better to do one thing well than to do three things only average. Start where you have reason to believe you can succeed and then build upon that success. Try to factor into your starting point in social media whether or not that success will be easy to measure versus the time you are spending.
These are some rather general questions but there are tons of more detailed tactical questions to ask yourself as well, such as who is going to be doing the day-to-day work where we have social media presence. I'm a big believer though that before you hash out the nitty-gritty make sure to have a brainstorming session for the big picture.
Interested to see the Round-Up and hear what everyone else has to say! Check out the Net2 Site on Monday, October 20th to check in.
2. What is the audience we are trying to reach through our online strategy? Where is this audience participating online already and how do they participate there (are they joiners? critics? somewhere else upon the ladder?)?
3. Why will people add us to their growing list of places they participate online? What benefit will they receive from us that they (1) cannot receive anywhere else or (2) would prefer to receive from else rather than from anywhere else? Example: why will they read our blog for facts on donating blood rather than the Red Cross or searching on Wikipedia?
4. How much time do we have to participate in social media and technology? See Beth Kanter's post on how much time it really takes to do social media. In my opinion it is always better to do one thing well than to do three things only average. Start where you have reason to believe you can succeed and then build upon that success. Try to factor into your starting point in social media whether or not that success will be easy to measure versus the time you are spending.
These are some rather general questions but there are tons of more detailed tactical questions to ask yourself as well, such as who is going to be doing the day-to-day work where we have social media presence. I'm a big believer though that before you hash out the nitty-gritty make sure to have a brainstorming session for the big picture.
Interested to see the Round-Up and hear what everyone else has to say! Check out the Net2 Site on Monday, October 20th to check in.
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