Why Foundations Need to Embrace Social Media

Thursday, December 3, 2009 by Betsey Russell
You have to love it when you come across someone else's blog post that says exactly what you were thinking — only more articulately. 

It's easy for me, as a consultant, to tell foundations that they should be using social media. But  it's even better when the argument comes from a foundation executive. In this case, I recommend a recent post on What We Give, the blog of Larry Blumenthal, director of social media strategy, Robert Wood Johnson Foundation. Read his post "Why Foundations Need to Embrace Social Media" (I co-opted his title for this post) that appeared in the Philanthropy News Digest, or his thoughts about the challenges for foundations in adopting social media, or about how online interactions are key to "doing transparency the right way." 

I congratulate Larry - and I've subscribed to his blog. Like a growing number of his colleagues, he recognizes all the objections and hurdles to using social media — but he also realizes that it's a venue that is critical to the future of effective philanthropy. 

Comments for Why Foundations Need to Embrace Social Media

Monday, December 7, 2009 by Erin Yount:
Mitch Hurst surveyed the 30 largest foundations in the U.S. and found that precious few are using social media... If the largest foundations don't see the value in social media (or don't have the capacity to participate), I'm worried about smaller foundations being able to get in on the conversation... http://www.mitchhurst.com/2009/12/large-foundation-in-social-media-space.html
Tuesday, December 8, 2009 by Betsey Russell:
Good point — but there are several more innovative ones who are also leading the charge. I truly believe that eventually, all foundations will find themselves in the social media space, whether they go there reluctantly or eagerly. It's not just the technology that's changing — it's the audience, and the nature of "community." Change will happen here, and foundations that want to remain true to their missions will do so, in part, via social media. Twenty years ago, most of us didn't own a computer. Yet here we are, debating social media in a virtual space...
Wednesday, December 9, 2009 by Brooke Bailey:
Social media is a fundamental shift in the way we communicate, and it is here to stay. Social networking sites have received a lot of attention from the nonprofit world because they align with nonprofits' desire to reach out to larger communities and what’s more, most sites are free. Audiences have shifted online. There are over 100 million unique impressions delivered on networks like Myspace and Facebook per month. There are over 200,000,000 blogs. If Facebook were a country, it would be the fourth largest. You Tube is the second largest search engine in the world. Consumers are taking control of how, what and where they access information. Chances are people are already online talking about you; join them. Why Use Social Media? - Reach your audience directly - Establish a simple and fluid web presence - Promote specific actions (advocacy, civic engagement) - Tap economical marketing opportunity—FREE exposure - Share learning for greater effectiveness - Control your message - Build a community and voice - Build your brand - Expand your donor base - Measure exposure (fans, views, hits, comments) It is a good way to build support, build your database and promote specific actions, like donating to a cause, writing your congressman on an issue or attending an event. Once you connect with a contact, friend or fan, you are also connected to their list of contacts and friends, and their contacts and friends. Essentially, you are channeling the power of exponential growth as 10 of your contacts connect with 10 contacts (10x10=100) and then 10 more contacts (10X100=1,000). For those organizations that do not have a Web site, it is an easy way to establish a simple web presence. The Sisters of Charity Foundation of South Carolina embraces social media by blogging and through a presence on LinkedIn, Facebook and Twitter. The Foundation began publishing a blog in 2008 on thoughts and news on the Foundation, philanthropy and the plight of poverty in South Carolina. Tom Keith, the president for the Sisters of Charity Foundation of South Carolina, also posts on the SECF blog. These are just other ways to continue to build awareness, network and share impact. The Foundation also uses social media to reach current and new audiences, drive people to its Web site and as a place to house images and articles not always included on the Foundation’s Web site. While the current followers may not reach the thousands, these tools have led to stories on the Foundation on other organizations’ Web sites, blogs and electronic newsletters. The importance of being social isn’t new. It builds understanding, fosters trust, develops relationships and can act as a catalyst for change. Social media does the same and allows organizations to expand their audience, discover others who share or support a similar interest and creates an online network of contacts and supporters. Go where the conversation is happening: What you give up in control you may gain in valuable information that you didn’t already know.

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