Social Media

Over the past three summers I have had the opportunity to intern at three different non-profit organizations; the Northern Forest Canoe Trail, the American Association for the Advancement of Science, and the Mines Advisory Group. Even though each of these organizations differed in size and goal they all shared the same problem; how to effectively use social media. All organizations, for-profit and non-profit, seem to think social media is the best innovation since instant rice, and everyone wants to jump on the bandwagon. The problem is most organizations are clueless when it comes to understanding how social media functions.

All three organizations failed to grasp that different social media serve different functions. They essentially used Facebook, Twitter, and blogs the same way--as a bullhorn. When they wrote a blog post it was posted on Facebook, and tweeted on Twitter. If they had an announcement, it was posted on Facebook, mirrored on Twitter, and elaborated on in a blog. There was no differentiation between the use of all the different social medias. Facebook is used very differently than Twitter, which in turn is used very differently than blogs.

Another pitfall of social media use by organizations is the belief that social media can create instant awareness and attract new customers/members in and of itself. In actuality people who interact with organizations via social media are more often than not people who already are customers/members. Organizations need to understand the most valuable part of utilizing social media is that it gives them the opportunity to strengthen the engagement of their existing customer/member base. Instead of focusing on reaching new people, organizations should focus on their existing base. If the organizations existing base feels engaged, those people will likely recommend and promote the organization to their peers and indirectly spread awareness and drive new customers/members to that organization.