In case you've been hiding under a rock for the last few years, there's this little thing called Social Media that has created new communications between people and organizations. Not only has it helped foster political revolutions (e.g., look at the Middle East), it's reignited old friendships, ended a few friendships (and probably marriages!), helped businesses sell things, and has helped organizations increase awareness and donations. Here are some interesting statistics:
• During the average 20 minute period in 2010, Facebook had: 1,5870,000 wall posts, 2,716,000 photos uploaded and 10,208,000 comments posted
• Social networking site usage grew 88% between April 2009 and May 2010 for internet users ages 55 to 64
• 2010 saw 25 billion tweets sent
• 65% of US adults use social media and have received a positive benefit as a result
That said, one of the most common questions I still get from nonprofit and government organizations is, "How do I block Facebook use by my employees?" My standard answer is "You don't. You embrace it. You have policies and procedures around how social media can be used at work, but mostly you encourage people to promote your organization in your community. That's how you grow" (by the way, I used to get the same question when the Internet was first available in the office).
People in your community are using social media. Your organization should be using it too. Some easy ways to get started:
• Create a Facebook page, promote it on your web site and newsletters, and tell stories related to achieving your mission
• Tweet links to articles and other posts that can help get the word out on what you do and the value you bring
• Use groups on LinkedIn to connect with similar organizations to ask and answer questions
There's much more to be said, and the devil is certainly in the details. The bottom line is that you cannot avoid social media and if you are, I bet you are still out there, do a Google search on your organization and see what pops up. You need to be creating your social media plan as part of your marketing and communications plan.
Please share back how your organization is using social media.