How the National Wildlife Federation manages multiple social media channels

I recently had the chance to ask Danielle Brigida two questions about her social media strategy at the National Wildlife Federation. Here’s what she had to say:


How does NFW manage so many different social media channels?

When I first started exploring social media in late 2006, I realized that at least one account was necessary. What I found though, as time went on, was that the National Wildlife Federation was such a “big tent” organization that there was no way for us to deeply engage our constituents without channeling them out based on programs or interest.

So when a staff person from a specific department came to me to get introduced to social media, I was able to direct them to outreach and time-saving techniques that allowed them to cultivate the audience of their choosing. It’s a very effective way to increase our reach while not limiting the value we deliver.

We support one another internally by communicating through and that helps us maintain our brand and show the scope of our work. While we Retweet one another and cross post on Facebook, we try to show the many sides while also paying attention to specific audiences we’re talking to. It’s not just me running our social media, it’s anyone who wants to! The web team, IT, Education, Marketing and Communication all make up various facets and play incredibly important roles in our social media strategy. You’d be hard-pressed to find a part of the organization social media doesn’t touch…

Why are you holding an ax is your picture?

I’m holding an axe because while I love my job, I find that some ideas keep resurfacing at the organization, that I call “idea zombies”, that tend to hold us back. It’s my job to fight the zombies.

It’s definitely a hard task, because while they are the undead they seem to be resilient.

Examples of “idea zombies:

Fears of social media

The desire to pigeon hole “what it all means”, the reliance on old data, fear of experimenting and the fear of failing. I try and break these down wherever I can, while rejuvenating the idea that we need to have fun, and remember our true mission for being here, protecting wildlife.


John Haydon