I want you to be stoked about social media because you know that it’ll bring your results and community to the next level. I want you to know what you need to go do to make that happen.
Blogs, networks, forums, wikis, etc. Accessible doesn’t mean free...takes much time & commitment, but it is very available to those with a computer and an internet connection (about 1/4 of the world’s population). Vs. industrial media (television, radio, magazines, newspapers, film), which historically has been limited to only a miniscule amount of the population.
Causes app on FB has 17 million monthly active users
I don’t mean to oversimplify, but it really is this simple. At first, you need to get your feet wet. Don’t worry about being perfect. Worry about being present, listening, and conversing with your audience.
Hub comments - link out to all of your other sites, post/update often, keep a calendar of events, a Facebook widget, a Flickr widget, embed videos, have a contact form, etc. You want to ultimately DRIVE TRAFFIC BACK TO YOUR BLOG.
Do not set up an additional account for your cause. Groups are also likely not the right choice (see http://mashable.com/2009/05/27/facebook-page-vs-group/ ).
The content of your page should be mostly generated by your participants based on your prompting. Don’t just post an article - ask for opinions on it.
Why I say right now YouTube over Viddler, Vimeo, etc., is that there are many people who go straight to YouTube and search a topic for information or entertainment. You want these folks to stumble on your footage!