Using Social Media in Your Strategy


Between the creation of the idea of “slacktivism” and the general questioning of the importance of social media in creating movements or change, there are a lot of people claiming that a Like on Facebook or a tweet on Twitter don’t mean much. “Clicking a mouse is so easy. Does it do anything concrete?” they question. Last week I came across this great piece on the role that social media can play in creating social change called Can a “Like” Save a Life? on the Stanford Social Innovation Review blog.

The author outlines the ways that social media contributes to the larger good, by pointing out the unique things that social media platforms can offer to further nonprofit organizations. My favorite of her points was the power of influencers. No matter what the cause is, if you get the right people talking about it on social media, it’s gold. It’s just the same as offline communications.

I encourage you to read the piece. The takeaway I came away with was that online efforts should be one component of your marketing strategy. It’s not the solution to everything but it’s still important for you to incorporate. Whether you like it or not, many of our activity is happening online, so nonprofits better be there, too.


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