Social networking best practices:
Remember the
“Crowded Bar” theory of doing business on
Facebook
.
o
In an environment where authenticity is everything, becoming a full participant in the communitylends credibility to you and your message.
o
Members of social networks do not
join to be “sold” or recruited” and they weary of people who
appear interested in them solely as business contacts. Rather, they respect people whoauthentically participate in the community, but like them, are passionate about certain issues ororganizations.
o
Wading slowly into social networking is a great way to learn how to be authentic. Listening isanother.
In Web 2.0, one balances an individual and organizational identity.As with many social networks, Facebook members join as individuals. Organizations can onlyparticipate in specific ways. But, because participants bring their entire identity to Web 2.0, theycan represent both themselves and their organization. Striking this balance is difficult andnecessary in order to be viewed as authentic.
Be Realistic
o
Social media sites like Facebook are great, and robust social utilities, but it has certain limitations,and creating realistic expectations increases your ability to be successful in this new environment.
o
Many members of social media sites are excited to take action on line, but it is difficult (thoughcertainly not impossible) to transition them into real world volunteers. Setting realistic goals aboutwhat you envision
your new “friends” doing
when they take action is important to increasing yourrate of success.
o
Set specific goals for you campaign, so that you can measure your success.
o
Start will small projects and engage social media savvy volunteers to help you build yourpresence.
Be prepared to release some control
o
In communities where users create the content, organizations sometime find it hard to relinquishsome of the control of their message. We find, however, that when users have the chance torephrase your message in their words, they say it with much more passion, and they are engagedon a deeper level. Just think of the difference between forwarding a message and writing yourown.
Don’t abandon W
eb 1.0!
o
Web 2.0 is not intended to be a replacement for your Web 1.0 activities. In fact, they complementeach other well. Each serves a different, but vital function for nonprofits.
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