5 lessons about social media, from STT09

06.14.09

I had the great opportunity to attend Social Tech Training in Toronto this week, a master class for nonprofit folks using the internet to create social change.  

Here are five of the big themes from the classes:

1. An organization's online communications shouldn't stand alone. 
   Whether it's your website, Facebook account, email blasts, or Twitter, online tools should be part of your organization's bigger strategy.  Online communications staff are part of everything... development, communications, senior admin, programs, you name it.
2. You don't have to spend a lot on software and websites. 
   In fact, some of the best services are free, or offer deep discounts for nonprofits.  But research solutions carefully,  Learning a new tool and integrating it into your commuincations isn't really free, when you consider staff time and opportunity cost. Check out Phillip Djwa's presentation on great tools for nonprofits.
3. Know your goals before jumping into a new tool. 
   Should your nonprofit be on Twitter?  First, consider what you want to get out of it.  Most orgs have limited time and staff to devote to online media, and we really can't be everywhere at once.  And remember that tools will come and go.  Facebook is big today, but who knows what the hot new tool will be 6 months from now?
4. Email is still the most efficient way to reach people online. 
   A good email client (like VerticalResponse or MailChimp) is worth paying for.  You'll collect valuable insight on your supporters' interests, and you'll know what works and what doesn't when it comes to getting your emails opened. 
        Bonus tip: Never send bulk email via the bcc: field in your regular email client.  ISPs may start to think you're a spammer, and you could see all of your outgoing emails delayed or blocked. 
        For more insight on effective email, see Eric Squair's presentation on the Best Email Ever (!), and Samer Rabadi's talk on great storytelling for nonprofits.
5. There's no magic rule to online success,
   said Tim Walker (a founder of Adbusters magazine).  Nonprofits have had astounding success with online campaigns without a lot of money, experience, operations or staff.  What successful nonprofits do have in common is an organizational understanding that the internet changes everything about the way we conduct campaigns and interact with supporters, and a willingness to give up some control.  

You can find detailed notes and resources from the Training here.