This presentation is from Jeremiah Owyang with the title "Opportunities of a Ready Made Platform: Your Facebook Strategy" My absolute favorite phrase is "technologies come and go, but strategy sustains." I might modify it to include outcomes, strategy, and metrics sustain - for nonprofits. There's lot of great stuff in here.
I did the research on Facebook for an article I recently submitted to TechSoup on social networking strategies. The research process was to conduct a series of "focus groups" (sent out questions in private message), summarize the key themes, and set these up as a series of notes asking for feedback. I was happy to read that both Ian Wilker and Beth Dunn went back to their blogs and thought a bit more about the questions and shared some deeper reflections.
Beth Dunn writes about the pressure that nonprofits may be feeling amid the social networking hype:
Nonprofits all around us are making decisions RIGHT NOW about how to engage in social networks, and many of us in the field have to fight a desperate feeling of running hard just to keep up - the overwhelming conviction that everybody else is winning friends, donors, hearts and minds through the savvy use of social networking sites, and that we are MISSING OUT.
What is certainly a bad idea is rushing into things without a plan.
Or I might add - a logic model. Beth Dunn is working on a logic model.
Ian Wilker is thinking about best practices and social networking. He suggests encouraging more than one staff person to have a presence, make sure you can get your content IN and OUT of the site easily and automatically.
In Owyang's presentation, he presents a scaffolded list of objectives:
Listening (setting up an individual profile and doing research)
Energizing (viral - using causes, changing the present)
Supporting (multi-staff on site)
Embracing (turning loose evangelists)
I'm curious nonprofit colleagues who are using social networking - which objective matches your objective?
Are those objectives appropriate for nonprofits? If not, how should nonprofit objectives be framed?