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So true...If only the people trying to push out social media sites/pages would understand this...or be willing to clearly identify those goals and audience.  

Great topic; Timely as well.  I see a lot of non-profits (and for profits, too) who've set up a Twitter, cause everyone else has one too.

Some of the roadblocks that I think exist is how to track the success of social media.  We've moved so far from the days of "I sent them a letter (appeal), they sent in a check in the return envelope; success!" that it's now daunting to track everything.

Here's a few questions to ponder: As a NPO, what, if anything, are you doing different between your twitter, your FB page, and your official website?

Should there be different info on each?

I think it's not realistic to think that you should track twitter/FB stuff in hopes of find a donor/prospect.  I think it's fine to ask them once they make a donation "how did you first hear about us?" and if Twitter/FB/web site is listed, great.

I heard one of the team members who ran Obama's campaign talking about how they used Social Media to serve the other aspects of the campaign.  Which made sense.  Need voters in Ohio?  Tweet it.  Need people to attend the fund-raiser in Florida?  FB it.  It served the other aspects of the campaign.  I'd never thought of it that way.

And who handles your social media?  Is it the communications department - or does your development department have input?  

I can't tell you who my audience is at the moment based on the followers of twitter.  I suspect (for us) it's people who want to hear what we're doing. For other orgs, I bet there's more interaction.

I can tell you that I (as a follower) appreciate when people have special offers for my involvement with their social media.  Airlines are offering Twares (tweet'd airfare rates); hotels send me deals via Facebook.  Maybe there's a marketing aspect to that - which NPO's can follow.

But let's also embrace that there are now more avenues than ever before to reach potential donors.  And immediate communications.  Gone are the days of the letter/mailings.  I'm writing this while on a plane, checking my inbox, reading my Facebook, and seeing twitter updates.  

As Steve pointed out, time is the precious resource.  The organizations I support can now reach me so many more amazing ways.

I'd love to hear other org's responses.  Cause I surely don't have all the answers.

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