Unlike Facebook’s shareholders, you’re probably not getting rich.  One study showed that only 2.4% of all nonprofits were able to raise more than $10,000 per year through the social media tool.  Yet even with such meager returns, the adoption rate among nonprofits is still extraordinarily high, reaching almost 90% of all agencies.  Why? 

With the impending wealth of profit about to cascade from the Facebook IPO, now may be an appropriate time for a nonprofit leader to ask: “What is Facebook - and social media in general - doing for me?”

Unlike Facebook’s shareholders, you’re probably not getting rich.  One study showed that only 2.4% of all nonprofits were able to raise more than $10,000 per year through the social media tool.  Yet even with such meager returns, the adoption rate among nonprofits is still extraordinarily high, reaching almost 90% of all agencies.  Why? 

In many nonprofits, the social media strategy is on zombie status: updates are made and Facebook links attached, but in a wooden manner unguided by a strategic rationale. Too many leaders feel compelled to do social media because of a crowd mentality ("everyone is doing it"), not because they have a goal specific to their mission.

Facebook can do more for you than that.  But this potential requires some thoughtfulness on your part.  Below are some resources that can help.

Social Media as Cocktail Party 

The starting point for your successful use of social media isn’t where the button is placed, how many times you post, or even how many followers you have.  It’s having the right metaphor for your strategy.  What is the best description of your social media strategy: is it a bullhorn? a billboard?  a copy machine?  a collection bucket?  Our advice to clients: think of it as your cocktail party. 

 How do I know this is worth my time?

After you’ve got the right metaphor in mind, the next key step is defining what success is for you, and figuring out how you will measure that success.  Beth Kanter, one of the leading thinkers around nonprofit social media, has written extensively on this topic, including a helpful case study of how a small advocacy NPO did it.

It’s 11pm.  Do you know where your Friends are?

Marketing studies have shown that even small details like the day, time, and choice of matching content can make a difference in audience response.  The tactical lessons for nonprofits are getting more and more precise.  For example, here’s a video on how nonprofits can optimize titles and descriptions on their Facebook updates.  

Nonprofits and the Zombie Apocalypse

Corporations have realized that social media content that truly goes viral consistently share one characteristic: they are funny.  It’s no different for nonprofits.  The Center for Disease Control achieved widespread attention for disaster preparedness with a blog that illustrated key preparedness principles  in both earthquakes… and the impending Zombie Apocalypse.  Think about how you can incorporate humor – even on the most serious of issues.