Resources Required To Social Network
Want to give your nonprofit an presence on Facebook, MySpace, YouTube, Twitter, etc, etc, etc?
Just find yourself a nerdy young intern? No way, says nonprofit marketing consultant Michael Puican in this article from the Philanthropy Journal.
Here’s what he says you need, human resource-wise, if you’re serious …
- Two hours a day (10 hours a week): Post bulletins on your organization’s sites, visit other sites and respond to postings on other sites.
- Four hours a day (a half-time staff person): Establish a regular blog, become an active voice on the internet about the key issues involving your mission.
- Eight hours a day (a full-time staff person): Now you are social networking. Create thoughtful dialogues about key issues, develop opportunities for volunteers to interact and become involved, lead e-advocacy campaigns, regularly interact with bloggers, thought leaders, media and key organizations.
And those hours need to be devoted by someone who really knows your organization, its mission, voice and culture. His hours seem realistic to me for a mid-sized nonprofit. Understated if you’re a major national charity or advocacy group. How does his estimate match up with your experience?
Tom
One response to “Resources Required To Social Network”
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Tom,
Great post! Many non-profits make the mistake of hiring an intern to do something like this and it creates a potential disaster for the NPO’s brand. Any and all messaging from a non-profit absolutely needs to be done by “someone who really knows your organization, its mission, voice and culture”.
If budgets are tight, I often recommend finding and cultivating staff members who:
1 – Are naturally passionate about the non-profit
2 – Have a talent for writing creative, substantive content that’s exciting to read.
3 – Have a strong ownership in the future of the non-profit.
Distributing and dividing the social networking campaign activities among key staff members is also a great way to cultivate the future leaders within that organization.
John Haydon
CorporateDollar.Org