This Is Your Organization on Social Media

FS: How does this social-media strategy address the changing face of nonprofit work? What other channels are integrated into the effort?

JK: We look at social media from the perspective of content strategy and implementation. In other words, plans and objectives for the social-networking ecosystem (digital outposts and hosted networks) are driven by a multichannel marketing, communications and content strategy, which is designed to increase awareness about the disease of addiction and how people can help prevent, intervene and get help for loved ones in trouble with drugs or alcohol. We look to leverage and package content across channels per the strategy.

Social media really helps us connect to parents who are looking for answers and support. It is a natural bridge that allows us to directly and immediately listen and respond to their needs — previously not possible without significant investment.

FS: What advice can you provide others looking to implement a successful social-media strategy?

JK: There are a lot of great strategy and tactics resources out there; many vendors' sites offer access to case studies, whitepapers, research and strategy decks (registration [is] often required to access resources). We recommend doing the research on best practices and case studies, then begin planning and defining your social-networking ecosystem. Some organizations would 
benefit greatly from working with a social-media partner.

We engaged Digital Brand Expressions to help guide the Partnership through the social-media adoption process and found that their knowledge and experience made the process easier to move through. The bottom line: Find your targets, and make choices about where to focus.

FS: Can you provide some social-media tips for nonprofits that are either starting their efforts in this channel or want to 
optimize their current efforts?

JK: Start the planning process by looking at your programs, services and marketing objectives, not by looking at the social-media channels. Are there specific objectives that can be met by leveraging social media? Take the time to explore these questions. Then, look at the landscape.