Every day more and more nonprofits are under pressure to start using social media. I think it’s a great idea, even if you’re just sticking your toe into the water with one tool. But very often the call to action comes from a board member or a senior member of staff who may have other motives.
While they may not know it, are they trying to have social media substitute for some task they don’t like to perform? Fundraising is a big one that comes to mind. Do they think that if they start using YouTube, Facebook, and Twitter that they’ll never have to ask the community for a dime again? In their minds, the cash will just magically pour in. Then when this doesn’t happen, you’re suddenly in trouble and don’t have a backup plan.
This is one of the biggest mistakes people can make with a social media strategy. Don’t think of it as a tool that will replace a task. Instead integrate it into your fundraising, communication, and outreach processes. Over time you then may be able to shift more of each function to online methods. But it takes a while to build your capacity. Resist the urge to dive head first into social media with the idea that it will save you from having to do something else.
