How to Succeed in Social Media

2. Look and listen! The beauty of the Internet is you can quickly find the people online that are predisposed to your cause. In a world where there are active online communities of people fascinated by medieval pottery or support groups for people struck by lightning (really), there surely is a constituency that loves your cause somewhere out there. Find those people, watch where they are congregating and listen to what they’re saying. This is very easy to do by setting up simple alerts so you’ll be notified any time someone mentions your organization or anything related to your cause online. Check out www.google.com/alerts, and watch lists on www.technorati.com.