Every six months, a new generation of Social Networking tools show up – it’s always changing – and that freaks people out (including moi)! But what remains unchanged is our fundamental desire to be heard and connect with others.
Web 2.0 is simply a function of two our most basic human needs:
We need to be heard
We need to connect
It’s all about the “social” – not the “media”.
Katya Andresen, Kivi Miller Leroux and Michael Martine have been saying for years that social networking initiatives should put technology aside and focus on the human-to-human elements of positive communication. This is the only way to build a lasting foundation to a powerful brand for your non-profit. For guidance, post a sticky note of these “rules of the road” in your cube:
- Be Positive: With all of your social networking communication, present a positive message. Think of yourself as the ambassador of your cause whose job is to spread hope. This is especially crucial during periods when there are thousands of reasons to be hopeless. Folks will respond positively to a person who is consistently encouraging.
- Be Open and Honest: Social networking is always two-way communication. Because of this, you will encounter folks that might ask difficult and challenging questions regarding your non-profit. Don’t be defensive - listen to what people are saying. Responding honestly will often transform misconceptions and negative attitudes into sincere support for your cause.
- Listen and Acknowledge: Sometimes we’re so busy “getting the word out” that we forget to listen to and acknowledge people when they post comments, link back to us, or send us e-mails. Remember that these folks have a desire to be heard. Responding thoughtfully to each person may take time, but create tremendous value in the long run. I posted a comment on a blog recently and received a personal e-mail from the author saying “Another useful comment. Thanks so much.” This e-mail, which took her less than 15 seconds to write, made me great and made her look like a complete professional.
You are what you write
Remember that everything you put out there on the web – the tone, the words, the energy – creates an infinite impact on your Non-Profit’s brand and thus it’s future. Will this impact be positive and create growth? Or will it be negative and create failure? By following the “rules of the road” above, you’ll be better equipt to forge a path towards growth and victory.
I leave you with a post from Jessica Haggy called “This is what Web 2.0 means”:
If you liked this, you should read these:
5 Proven Ways To Ge More Bang From Your Corporate Donor Calls
Your NPO’s Sustainable Energy
The NPO Elevator Pitch
The Blowfish Technique
