Where to Begin?

So you have decided to venture into the social media whirlpool?  OK, now what?  Here are 5 tips, each with an example or a resource.

TIP NUMBER 1: Do A Little Research

The obvious google search seems to suggest that you are alone in a wilderness, with only a few sites and stories about other brave nonprofits venturing into the social media world.  But, there are more partners in this work than you think. And, as I have learned, the folks who are working with nonprofits in social media are both skilled and interested in helping. There are several blog-sites that provide the most information for nonprofits in social media. I have stayed mainly with blogs for these links, as that is where the most helpful information is usually found (something we will talk about on blog building Wednesdays), but if you go to the home pages you can learn more about the particular organization or individual involved.

Here is the best blog for nonprofits and social media. Beth Kanter gives you unbelievable amounts of information, but also SHOWS you how with her own blog. Check out all the links along the right side! This blog is a must in your RSS reader (a discussion in the Tools of the Trade Thursdays).

Heather Mansfield was one of the first people I found when I began my work in nonprofits and social media. Her work with change.org is amazing and has produced a site that helps many nonprofits connect to an online community for social action and fundraising.

But it is her work in helping nonprofits negotiate Web 2.0 that you will find most helpful. Her work began as an offshoot of the change.org site, but she has just recently launched a new blog that you will visit often. She has a for profit company that offers webinars for nonprofits on social media. Check it out too.

The third source I would suggest you learn about is an organization called NTEN (Nonprofit Technology Network). Many of you may already be acquainted with this source, but their wiki page (another Tools of the Trade Thursdays topic) is the best resource for your beginning efforts in social media. Check out the introduction and then go from there.

The last three links I will provide here are more technology based, but loaded with information. Again, I have chosen to link you to their blogs. We will be visiting these sites regularly on our Tools for the Trade Thursdays.

TechSoup
Slideshare
Wild Apricot

You can learn more by looking at the sites of nonprofit organizations who have been in this for awhile, otherwise known as the early adopters. The Humane Society (see the links on the bottom right sidebar) and the National Wildlife Federation are two good examples.

TIP NUMBER 2: Create a Social Media Team for Your Organization

You will need a team to help move your social media agenda forward. Even if you decide to hire or assign someone as your social media coordinator (which I recommend), this is not a solo assignment. You wouldn’t give one person your marketing responsibilities and then leave them alone in front of their computer.

Include folks on your team from your staff and volunteer community who are juiced about social media, but, perhaps even more importantly, include folks who might be clueless. If you don’t have everyone engaged, even the novices, you will run into conflicts later. Remember what you had to do to get your website up? Organizational buy-in makes a difference.

TIP NUMBER 3: Connect Social Media to the Goals of Your Organization

Social media is a tool, not the message. You need to be clear about the 5 most critical goals for your organization in the next year and then discuss how social media may help you accomplish those goals. This part of the process will seem stifling to the social media fans, but if you don’t focus your message, nothing else will matter anyway. Doing this will help your organization utilize social media in the most efficient and effective way possible. It may also help you avoid confusion and missed communication, both with your supporters and your stakeholders.

TIP NUMBER 4: DO NOT wait for perfection!

Just because I am suggesting that you do the first three things, doesn’t mean you should be an expert and have every single aspect of your social media campaign decided before you start. Jump in! The best thing you can do is start and see what happens. The first time we put up our change.org page and had 50 supporters immediately we began to see what this could mean. Then we learned what it takes for social media to really make a difference. Not that many people are watching in the beginning, so even if you decide to change some things, it doesn’t mean you can’t get started.

TIP NUMBER 5: Have Fun and Let Go!

Social media is all about sharing thoughts, ideas, information, and much more. It began as a way for people who like each other to talk to each other. That’s the attitude you should have as a nonprofit organization. You should like the folks you engage in this format! Social media is about engaging a community. And remember – if you go into this being afraid, you can do more harm than good. If you believe you can “control” all the conversations you will stop them instead. The hardest part about your venture into social media is being able to get comfortable with the chaos and the lack of control.

OK – that’s enough for you to chew on. See you tomorrow for Relationship Tuesdays!