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I N T R O D U C T I O N
L E S S O N S F R O M T H E R E A L W O R L D :
WHAT CAN SOCIAL MEDIA DO FOR YOUR NONPROFIT?
If you doubt the power of social media, read the news. Social media can
change history. While most of us may not be aiming that high, we do
want to change the world by solving social problems. To do so, we must
use all available tools. Social media are among the most powerful.

To harness this power, your nonprofit needs to build a community
based on trust that is willing to spread your message and take action on
your behalf.

In a world full of marketing noise, building trust requires two-way
interaction – give as well as take, listening as well as talking.
Today, people expect to interact with what they see and hear.

Expressing opinions – whether by clicking the “like” button or posting a
comment on Facebook or signing and forwarding a petition – is the
norm.

Social media have become like email and a website: Mandatory, not
optional. This ebook is intended for those who:
  •  Need to convince management that their organization needs social
media;
  •  Want to initiate a social media plan for their organization;
  • Are committed to social media and ready to expand but want to
formalize and professionalize their use of social media.