Early this month, I had the wonderful opportunity to speak to an MSW class at Georgia State University School of Social Work. I love talking to social work students about social media, particularly because it is not a typical subject for masters social workers. It’s fun to talk with them about how they, as practicing social workers, can make a difference in their human service organization. They won’t be working as web masters. They won’t be the organization’s technology guru. And they will often be at the bottom of the totem pole in their organizational structure, at least at first.
So, how can a practicing social worker use social media to support their organization? Here are a few suggestions about how to proceed.
Start a Movement
I know we all cringe when someone mentions a committee – but in this case, you really need one. A group of people in your organization need to start talking about the benefits of social media. This may start with informal conversations around the lunch room and blossom into something more formal. Eventually to proceed you will need a team, sanctioned by the organization to begin looking at the issue, with representatives from a wide range of departments and levels within the organization. But it might get started just with a conversation. Be patient.
Don’t try to do it yourself
Folks who are committed to social media sometimes think they can just go ahead and promote their organization on their own personal social media platform. In a well managed social media campaign, you will encourage your staff to participate in a number of ways, not the least of which will be through their personal social media accounts. But be careful not to put the cart before the horse.
You don’t speak for your organization on your personal Facebook page. In fact, we can all cite examples of folks who have talked about their organization on Facebook and faced negative consequences. Your organization’s social media presence must originate with your organization. Then you can join in and be a contributing participant, following your organization’s social media guidelines.
Study Best Practices
If you are going to try something new, it just makes sense to look at those who have gone before you. Heather Mansfield from Nonprofit Tech 2.0 is a great source of information on best practices. (Look for her book coming out in September). And Beth Kanter has one of the best blogs for nonprofits and social media. These two women are an invaluable source of information and experience in world of social media for nonprofits. One of the things they do best is pointing out nonprofits that have utilized social media to advance their mission.
Never stray from your mission
I have probably said a million times on this blog that social media is a tool – a vehicle. It is not the message. It’s the train to carry the product, not the product itself. Therefore, a “build it and they will come” mentality is doomed to failure. Think carefully about what your organization’s goals are and then decide which social media tools can help you achieve those goals. If they can’t, don’t start them. If you believe this vehicle can reach people you need to reach, help people you need to help and make a difference in the lives of your clients – then go for it.
Building your audience takes time
The most important thing for nonprofits to remember is that social media campaigns are a commitment. Just like any other PR campaign or media plan, your goals need to be incremental. We believe that social media is a tool that can help you promote your organization and increase your support. But don’t expect to get your return on investment in five minutes.
