All of us, it seems, whether young, old or in between, have our issues with social media. For some, the whole concept is utterly mystifying. Others, while entirely clear on the concept, are anxious about its implications. Love it or hate it, the reality is that if nonprofits want to accomplish their missions, they probably need to embrace social media, and do so with gusto.
I know that in my role as a Volunteer Maryland Peer Leader, it is crucial to have the best information and resources to share with Volunteer Maryland Coordinators. Because most organizations do not have a full-time communications director, many VMCs are responsible for creating and maintaining their volunteer program’s social media presence.
A couple of weeks ago I had the pleasure of participating in Heather Mansfield’s dense, substantive, and fascinating webinar based on her book, Social Media for Social Good: A How-To Guide for Nonprofits.
True to its name, this was a how-to webinar, with lots of nuts and bolts, but with plenty of insightful context, too. Perhaps most helpful was Mansfield’s description of the three generations of nonprofit social media use: Web 1.0, Web 2.0 and Web 3.0.
Web 1.0, also described as The Broadcast Web, consists primarily of web sites, donate buttons and e-newsletters. Web 1.0 is very informative but not particularly interactive. That said, state of the art homepages and e-newsletters are just as important now as they ever were.
Web 2.0, or the Social Web, was born in the early 2000s, with the advent of Linkedin and the proliferation of blogs. Thanks to the personal, informal nature of blogging and the many social media sites that followed in Linkedin’s footsteps, nonprofits were no longer simply broadcasting information, but exchanging it. Though this has opened up incredible opportunities not just for outreach, but also for peer-to-peer fundraising, many organizations, to this day, fear and eschew the social web because they do not want to lose control of their message. Though such fear is understandable, it is, at this point, self-sabotaging. Not to worry, though, there are great examples out there of how to get beyond this resistance.
Web 3.0 is the Mobile Web, which includes mobile websites, group messaging, and smart phone apps. We are entering an era when online donation, with its long forms asking for credit card numbers and billing addresses is being replaced by a smart phone app that allows individuals to donate to a cause with the tap of a touch screen. Such new technology makes it all the more essential for every nonprofit to have a mobile version of its website. If creating a mobile website sounds daunting, do not despair. For as little as $8 a month, services such as mofuse.com will build one for you.
If there was any one take away point, it was this: Newer social media does not render older social media obsolete. Nonprofits need to use all three generations of the web, in conjunction with one another, to reach their intended audience of potential volunteers, members and donors.
The great news? Successful use of social media is a science, but it’s not rocket science. All one has to do is look at what the best in the business, such as The Nature Conservancy, is doing, and pretty much copy them. From the location and color of the “Donate” button to the beautiful slideshow and uncluttered design, this website has almost everything you would want to emulate on your own nonprofit’s website.
Almost? To perfect your up to the millisecond website, you need one more ingredient: information about where to find your organization throughout the social media sphere. Perhaps the best example of this is Mansfield’s blog. Visitors to her blog have the option of finding Mansfield on no fewer than 12 social media sites.
While a flashy website with the perfect blend of an old school e-newsletter and links to hip social media such as Pinterest and Instagram might be surprisingly easy to set up, Mansfield warns that it can be a bear to maintain. To make those links to your blog, Instagram, Flickr, and Youtube worthwhile, you must always be updating them by adding compelling content. If that sounds like a full time job, Mansfield assures us that it is. And for most nonprofits, adding such a position is a pipe dream. But the day may be coming when social media managers as central to nonprofits as program managers. Until then, it’s up to each of our organizations to decide just how much online awesomeness we can handle.