Photo by LawrenceOP
This week we'll be discussing and building Module 3: The Social Media Ready Nonprofit Organization: Dealing with Resistance as part of NTEN's We Are Media: Social Media Starter Kit for Nonprofits project. Last week in Module 2, we covered how to think about social media strategically so it supports your organization's mission and reaches your target audience. But as many nonprofits have discovered before they can use social media to change the world outside their organizations, they may need to implement a social change strategy behind the organization's firewall.
Yesterday, I had an interesting conversation with a reader. She told me that her board was very conservative and that she was the youngest person on staff. Every time she brings social media or social networks in any discussion about marketing or communications, the idea gets labeled as "crack pot" idea. I've heard even worse horror stories.
I've heard other colleagues comment, "Our legal department didn't know we had a MySpace profile until we could show the results." Ah, stealth adoption. I'm also remembering an interview I did with Liz Burr who works for a PBS station in LA and she emphasized patience. Stephen Collins emphasizing the need for translation skills.
I know you all must have lots of tips and help advice on how to be an effective social media evangelist behind the firewall - so please do share it:
How do you get your whole organization to own the social media strategy? (From legal departments to senior managers who may not understand social media). How do you become an effective, but responsible social media evangelist in your nonprofit?