HALT !!
DO NOT read The Social Organization if what you’re after is a set of social media “best practices” for
improving your online communication and fundraising efforts. DO read, or at least consider reading, Heather Mansfield's Social Media for Social Good. (McGraw-Hill, 2012)
Collaboration? I’m not even sure Ms. Mansfield knows the word. The premise of her book – very different than Gartner’s but not at odds – is that you should use Web 2.0 tools “to complement your Web
1.0 communications and online fundraising strategies.” That's exactly what most nonprofits have been doing the past few years. SM4SG represents the RULES OF THUMB she took away after having observed many of 'em.
UCP has a pretty good handle on those*. Red
Treehouse, on the other hand, might really stand to benefit by what she has to offer. Quickly. Whereas the fruits of social media enabled, i.e., Gartner-style, collaboration may be sweeter, these are lower-hanging and easier to access. In fact, social media could well be
applied to some of Red Treehouse's current initiatives:
- Rolling out the website. A blitz marketing campaign that’s ongoing. Could be aided and abetted by Facebook, Twitter, YouTube, Flickr, LinkedIn, etc.
- Asking families, professionals, and organizations to help “spread the word about Red Treehouse by downloading graphics to use on your web site, email, or any other marketing communications.” Red Treehouse could conceivably make it easier for others to share its messaging. Social media (esp. sharing and liking functionalities) has much to offer in this regard.
- Soliciting donations. The same things as above apply to fundraising. Even Twitter's being tried.
And this is to say nothing about all the new ways in
which mobile /smartphone technologies are helping nonprofits reach their full
potential! More on all of these things, I hope, down the road.
For now – back to
Gartner.
*which isn't to say UCP couldn’t learn a thing or two from the book
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