Ways Non-Profits Can Start Leveraging Social Media

“Unless non-profits start using Web 2.0 tools from the bottom-up, and by first exposing themselves to what it takes to work with social media, their attempts to upgrade and optimize their communication efforts will only appear a utopian dream that finds little match within their organizational culture.”

A very powerful statement by Marnie Webb sets non-profit organizations on tip toes as they seek the social tools necessary to reach their goals.
More insight on non-profits and social media comes from Beth Kanter. Beth is a trainer, blogger, and consultant to non-profits and individuals who want to effectively use social media. She writes in the Read Write Web. In a recent blog discussion on the Netsquared community blog, some nonprofit techies believed that the answer is actually a change of mindset. Their point was that non-profits need to adopt a new philosophy of making their constituents the distributors of their message, and their work. To facilitate this shift, there is a need to educate more non-profits about what possibilities Web 2.0 tools offer and the practical ways to get started. It took years and small steps for many in the nonprofit sector to make the leap from fax machines to email - and it’ll be the same when taking the leap from Web 1.0 to Web 2.0.

There is no doubt that non-profits integrating Web 2.0 tools and techniques are growing rapidly and the benefits are becoming quickly apparent. However, “If the idea of employing social media causes that “deer in the headlights” look in your eyes, don’t fret. Take small steps.” So writes Deborah Zanke.

To take those baby steps, she continues with the following suggestions:

• Begin by monitoring what is being said about your non-profit online.
• Do a simple Google search, or visit Technorati to search blogs only, for mention of your charity or its cause. If you haven’t done this, you’ll likely be surprised at what turns up. If someone has mentioned your organization in a blog, consider joining the conversation—let the “blogosphere” know that you are out there in the space.
• Explore the world of social media by reading blogs that interest you, visiting Facebook and/or MySpace and creating a personal profile to get a sense of how to use it.
• If you want to see a good example of a non-profit approach to using social media, visit Beth Kanter’s blog to read an interview with Carie Lewis with the Humane Society of the United States. That organization used a MySpace page as part of a very creative, interactive campaign against the seal hunt.

So are non-profits giving credibilty to the use of social media? If so, is it as beneficial as it appears. Is it costing an arm and a leg or do the benefits outweigh the cost? Does it offer full coverage in meeting the needs of non-profits? Is your non-profit using Web 2.0? If so, let us know your social media experience by leaving a comment.