11 Qualities of an Effective Social-Media Manager

As I discussed in the March 2011 edition of FundRaising Success, there is a direct correlation between the rise of online giving and the rise of social media. That said, your social-media campaigns are only as good as the human beings behind them. For your nonprofit to succeed on social-media sites, make sure your social-media manager has most of the following qualities:

1. Has a passion for the 
cause and for social media

You can hear it in his voice and read it in his tweets. A good social-media manager has passion for his cause(s) and enjoys participating in social media. The best social-media practitioners express their personalities with a dash of attitude and a bit of flair, and are comfortable articulating their opinions online. They don't need to be brash or controversial in their opinions, but they do not shy away from asserting their viewpoints on behalf of your nonprofit, its mission and its programs.

2. Is friendly, patient 
and responsive

Effective social-media managers enjoy engaging with and responding to comments on social-media sites. They relish discussing ideas and issues online, and they do it with patience and kindness. They are attentive to their communities on an almost daily basis. They express gratitude for support, and they acknowledge questions and concerns. They have the unique ability to defuse troublesome (and sometimes obnoxious and rude) personalities with kind, but firm commentary. It's a real skill to navigate and guide the online commons and know how and when to 
react.

3. Is creative and detail-oriented

Creativity is what makes exceptional social-media campaigns stand out from the rest. Doing something different with a set of tools that tens of thousands of other nonprofits use is the trademark of an exceptional social-media manager. Her brain is constantly at work dreaming up new campaigns, and rather than shying away from being different and taking risks, she embraces it. Creativity combined with the ability to multitask is the winning combination of skills for an effective social-media manager.