Groundswell: How People with Social Technologies are Changing Everything
In thinking about engaging supporters who are already online, and those that aren’t, Groundswell categorizes them into six typographs of users/non-users. The book–from Forrester Research, who’s pretty into this stuff–uses lots of data and demographics to talk about ‘markets’ and ‘trends’ that are swelling up–so we’d better get ready, like it or not. Check out their blog to keep up with the latest, including how President Obama is right there in the swell, collecting ideas from anyone who wants to have input.
In the same vein, non-profit social media blogger John Haydon writes on Return on Investment:
“The real ROI in social media is manifested when your current supporters start talking to their friends about how much you rock. And as they rave about you, hundreds or thousands of other potential supporters see these conversations.” That’s the ‘viral’ effect you hear about. And you can’t ‘go viral’ with a canned fundraising letter email. He sums it up: “The best way to avoid appearing disingenuous or frivolous is to be genuine and committed.” So, talk about what’s up, what comes to mind, and as if you were writing to a friend–a real one.
Beth Kanter, in her “Cute Dog Theory” says that non-profits should spend 1-5 hours participating in social media and 5-10 hours a week creating content. Her post gives an outline of laying down some steps and goals before diving in.