Leveraging the Real Power of Social Networking

In the past year many non-profits have latched onto online social networking as the hip new tool to magically promote their campaigns, recruit new supporters and raise loads of money online without costing a dime. Yes, Web 2.0 can be a powerful organizing tool for non-profits but there is no magic involved and it's not free.  It takes organizational commitment, creativity and significant staff resources to see a healthy return on investment over time. "You can't just set up a Twitter account, start sending "tweets" that say donate now and expect success.  You have to meet people where people are, engage, and build up social capital," says online social networking guru Beth Kanter.

Of course there are acceptations to the rules and once in a while a campaign takes off virally like our all time favorites the Sorry Everybody campaign that took the web by storm after Bush was reelected in 2004 or the video mashup of Apple's 1984 ad superimposed with Hillary Clinton's speech. These are campaigns that we like to call "you got lucky" which means some big bloggers and/or news reporters came across your campaign, liked it and plugged it as a cool campaign for their readers to check out.

Since there is a one in a million chance that your non-profit campaign will get lucky and spread virally without any work, it's best to stick to Rad Campaign's Rules of Engagement in building your online social networks. Then, when the opportunity arises you can ask your online social networks to sign an emergency petition or donate $50 to support a critical campaign.

Tara Hunt, Founder of Citizen Agency and who is writing a book on the power of online communities describes online social networking like bank accounts. "Using Twitter and Facebook to merely disseminate information is akin to just constantly withdrawing, but never depositing into your bank account. The power of these networks is in the connections people are making, which is the building of social capital. You build social capital through positive interactions - listening as much as you are talking, and responding to people as they talk to you. The more two way conversations you have on Twitter and Facebook, the more support you will gain for those messages you send out."

Holly Ross, Executive Director of NTEN agrees. "People use social networks because they want to interact and engage, not just passively consume information." So you'll need to approach your strategy with that in mind."

Ross sites NPR as a great example of how a group can effectively use Twitter online. "I keep NPR in my Twitter network because when there is a special event, like the recent Congressional hearings with General Petraeus, they live "tweet" the event, or add their commentary, and I can respond to them while they do it and ask my own questions.  That's the stuff these social networks are made of, " says Ross.
 
Jill Foster, Chairwoman for DC Web Women and Social Media Consultant says you need to build up your presence by actively contributing to online communities and offers the following tips. "Having an online social network means building community from the ground up starting with your contribution, for instance:  

• creating useful blog content for nonprofits aka what it's like building an advisory board (then invite your Twitter, Facebook, and peer groups to read/comment);
• commenting on other blogs, Facebook groups, etc that specialize in your field;
• responding to new voices on Facebook, Twitter, or Utterz and their content."

While the age of Web 2.0 presents exciting opportunities to reach out to your target audiences "it takes time & initiative online to build them", says Foster. In a nutshell what you put in is what you get out.
 

© 2008 Rad Campaign, LLC