Build or Join? “If you
want your org to become an online activism hub, it takes a deep level of engagement to build a successful socnet. Staff need to spend real time cultivating people and need to be given real authority to speak on behalf of the organization.quot;
Where’s our target audience? •What
social networking has my audience? •How do they use technologies? •What are they talking about? •Who are they? •What do they want? -Ask them (surveys) -Field research -Look at demographics of site
It was a trial and
error on Facebook and MySpace. I posted the same content. I monitored responses as well as the tone. Then I modified my messaging based on that. Eventually, I became familiar with the different crowds and learned how to speak with them. Feedback and Improvement
• A project that won’t
take much time and relates to org goals. • Write down your successes. • Write down your challenges. • Ask the people you want to connect with whether they think your outreach and listening is valuable. • Watch other nonprofits and copy and remix for your next project. • Rinse, repeat.