I heard a statement (third-hand delivery) yesterday that had me chuckling. It went something like this, “We have over 200K followers on Facebook and twitter. Not a single dollar has been given from this group.”
Do you suppose the person making this statement has missed the point? Working in a non-profit brings with it some interesting challenges. Not least of which is the concern about the source of donations. Unfortunately, this individual, responsible for overall communications, is unable to grasp the value of activity that does not generate directly attributable dollars. And because of that, is unable to provide a clear vision for how community based activity adds value to the organization outside of the pure dollar effects.
How do you value your social media activity? Is it an integral part of your communication strategy or is it done because “everyone else is doing it”?
Consider the value proposition of every activity. Determine how you will ascribe value. If it doesn’t add value to the organization, don’t do it.