I love social media and for me it’s the coolest thing since sliced bread. But for some nonprofits, their experiences with Twitter, Facebook, and YouTube tastes more like moldy bread. What went wrong? Usually the organization tried to use social networking, didn’t know what it was doing, and gave it up after a few frustrating weeks.
Here are some things to keep in mind before you start your online existence. If you can’t make these commitments, then I think you may want to rethink your social media strategy.
Time: Do you have a staff person who can make a regular contribution to your social media plans? Do they have a backup for when they’re out of town and sick? Really consider how much staff time you can afford to designate toward this project.
Vision: Do you have a clear idea of what you want to get out of social media? Define your goals and then make sure that you’re working toward achieving them. It’s possible to stay very busy but not achieve anything.
Commitment: In the nonprofit world, a lot of unexpected curve balls can be thrown your way. If things get busy, will social media take a backseat? If you’re going to start using social media, you need to stick with it. Simply doing it for a week and then not touching it for a month will not help you build stronger relationships with your donors.
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Posted by Ken Okel 
