The 4 Rules of Social Networking Nonprofits Can Ignore August 19, 2010

by Daniel Klotz

You can't go three clicks on the Web without reading about social media best practices. Most of what is found in lists of rules for social networking applies across the board, but my agency has learned that four of these rules do not apply for nonprofits.

Rule #1 to Ignore: Don't Talk About Yourself
If you sell cosmetics and talk about nothing but lip gloss and eye shadow, you'll have a hard time attracting Twitter followers. But you can talk about your nonprofit all the time. If your cause is supporting the educational needs of autistic children, you don't need to mix it up by also talking about sports scores or news headlines. But if you're doing something great for your cause, you cannot tell your story or talk about your cause too much. Your supporters will listen and appreciate the feeling of connectedness.

Rule #2 to Ignore: Don't Ask for Help All the Time
Go right ahead and ask your supporters to invite their friends to like your Facebook page, to retweet your Twitter updates, or to favorite your YouTube videos. Tell people that you would appreciate links from their websites to yours. Let your supporters know that such seemingly small gestures are a big help, and ask them for that help frequently.

Rule #3 to Ignore: When in Doubt, Respond
Feedback you receive through social networks falls into three categories: the good, the bad, and the ugly. It is said that it is wise to praise the good, address the bad, and ignore the ugly. The tricky part is identifying whether a comment is just bad or downright ugly. When in doubt, most businesses need to err on the side of considering a comment bad and respond either publicly or privately. Not so for nonprofits, which tend to have much more good will and a base of support. When in doubt about whether a negative comment warrants a response, err on the side of considering it ugly and ignoring it. The risk for your organization is lower that way.

Rule #4 to Ignore: Be Yourself
When you're speaking for a nonprofit, you don't need to be yourself. Many businesses are cold and impersonal and need to be given a human face. Not so with most nonprofits. You don't need to be personally real or authentic. Instead, be your cause. Your cause is real, and it doesn't need your personality to make it any more real. So if you're blogging and feeling like your individual personality isn't coming through, don't fret. Talking about your hobbies, your family, or your faults doesn't help anything. Put the cause front and center and let it get the attention.

What social networking rules should nonprofits adhere to? Follow this three-step process and you'll be fine, whatever social networks you use: 1) Tell your story. 2) Thank your supporters. 3) Repeat.

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Daniel Klotz is a social media strategist at YDOP, a Pennsylvania Internet marketing agency that specializes in assisting educational institutions and mission-driven organizations.

Comments

I appreciate the strategy and advice. Useful. Thanks!

Point #3 - interesting. Hadn't thought of it in those terms but I can see the merit in not being perceived as either too sensitive or in promising something you can't deliver.

This was a refreshing new spin on social media. I appreciate the perspective. I don't completely agree with the 4th point about not being yourself (transparent and real).

If an activist for a cause isn't walking the walk, it diminishes his or her influence. Also, especially on facebook where there is no separation between the USER and the page or cause...the person can indeed hurt the cause if they aren't real and transparent.

YES - make it about the cause. But if you support the adoption of pets, I want to hear personal stories about pet adoption...it helps make the cause real to me. So, I'd revise #4 to say "don't focus on yourself". Allow yourself to be part of the dialog and share your personal experiences, but don't make it all about you...instead make it about the organization.

Thanks again.

A belated thanks for your gracious and insightful comments, Cody, N, and Brad.

Brad, I agree with your suggestions of how to add nuance to point #4. For most individuals and businesses, the good advice is, "Be yourself, and let your interest/passion for your profession/product shine through naturally." In the case of nonprofits, it's probably best to flip that: "Be your cause, and let your individuality and person passion shine through." Your example of pet adoption is a great one.