April 23, 2012

Video: How Small and Large Nonprofits Use Social Media

As social networks grow in popularity, nonprofits of all sizes must figure out how they spend their time using them, which networks to focus on, and what skills to hire for. But big groups and small groups often have different approaches to these challenges.

Large groups typically have more resources and can give more time to social media. For example, TechSoup Global, which has a staff of about 230, dedicates three full-time employees and four part-time contractors to maintaining its presence on social networks. The group soon plans to use fewer contractors while adding a new full-time employee who will handle live online events, says Susan Tenby, TechSoup's director of online community.

Smaller groups can't afford such luxuries. The Collaborative for High Performance Schools, which has three full-time employees, must juggle social media with its other priorities. Still, it manages to maintain an active presence, and because of its small size, it can be nimble in making decisions about its social strategy, says Ariel Dekovic, program and communications manager.

Ms. Tenby and Ms. Dekovic discuss how they approach social media in the video below.

Related live discussion: Social-Media Advice for Small Nonprofits

Send an e-mail to Derek Lieu.