April 04, 2013

Why Charities Should Use More Kinds of Social Media

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In the early days of Twitter and Facebook, many nonprofits opted to have one person—or a small team of staff members—manage their social-media communications.

But as the number of social networks has grown and more people have started using them, it’s a good idea to take advantage of the wealth of options and ditch your centralized strategy.

In fact, it is downright impractical, according to Allyson Kapin and Amy Sample Ward, co-authors of Social Change Anytime, Everywhere: How to Implement Online Multichannel Strategies to Spark Advocacy, Raise Money, and Engage Your Community.

Ms. Kapin and Ms. Ward say charities that share online-communications responsibilities are more likely to reach more people and build deeper relationships with their supporters through social networks.

In this episode of Social Good, they explain how charities can expand the types of social media they use and include more employees in planning and executing their social-media strategies.

Allison Fine, a nonprofit leader and expert on technology and communications, discusses how charities and foundations can more effectively use social-media tools to spread their messages and raise money. Ms. Fine incorporates suggestions and questions from readers into her podcasts and invites you to e-mail her at Look for new installments on the first Thursday of every month.