I found out last night that a local non-profit is going to get a Twitter account and start posting a “Twitter feed” of events, news, etc. This could be good news, right? Non-profit + community + social media…
I was even going to give them a pass on the “twitter feed” concept until I discovered that the person making this announcement didn’t know the Twitter handle that would be used or who at the nonprofit would be doing the majority of the tweeting. Uh oh.
I’m a big supporter of social media and believe technology can be used to create great benefits to ourselves, our businesses, and our communities, but before you hop on “the next big thing” bandwagon, here are a few things to consider:
1. Why are you considering (Twitter, Facebook, LinkedIn, etc.)?
Do you have a specific problem you’re trying to solve or did you just happen to catch the Oprah/Ashton/Twitter love fest on TV?
All of these fun new tools are just that, tools. If you don’t have a specific reason to be on (insert social network here), maybe you should focus your energies elsewhere.
Assuming you do have a specific problem to solve…
2. Why are you using Tool 1 versus Tool 2 versus Tool 1 and Tool 2?
The Big 3 (Twitter, Facebook, and LinkedIn) all have very different purposes and the communities that are active there can have wildly divergent interests. Do you know why you’re getting on Twitter versus Facebook? Do you really need to be on all three? Who are you trying to reach?
Assuming that you do know where you need to be…
3. How should you behave?
If you’re on Twitter, do you understand the basics of @, DM, RT, URL shorteners, spammy/bot behavior, autoresponders, etc.? Do you have a strategy for following/unfollowing people?
If you’re on LinkedIn, have you set-up a complete and meaningful profile? Have you used the third-party applications, like Slideshare, to add content? Are you active in groups? Are you answering Q&A to boost your “expert” status?
All social networks (just like “real” groups of people) have their own rules of etiquette and generally accepted guidelines of behavior. If you’re not familiar with them, then you will definitely be stepping on some toes.
And, finally…
4. Why does all this stuff matter?
Social media will continue to bring great benefit to individuals, businesses, and organizations, who take the time to build relationships, be authentic, share, and provide value.
If you’re inauthentic, aggressively self-promoting, or hopelessly banal, the community will tune you out (or actively block your message).
And, if you’re not committed to the community, they’re not going to be committed to you. A half-hearted stab at “social media” can be spotted from a mile away and when you abandon your 3 tweet Twitter account or your one-way Twitter blast, or your conversationless Facebook page after a couple of months, what message are you sending?
We didn’t know what we were doing.
We wasted resources that could have been spent on something else.
You’re not that important to us anyway (even though you were interested in us enough to friend/follow us when we were just starting out.)
I know it looks like we’re listening and interested in a two-way conversation, but really, not so much
Hmm, maybe I’d rather not find my favorite nonprofit on Twitter after all…
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