Not for Profit Social Networking Strategy

							Social Networking Tools: How do I
  use them in my Organization?

              Greg Nelson
                 CTSG
         greg.nelson@ctsg.com


                                    1
The Networks Exist (or are being
            built)

The Networks exist, how do we take
 advantage of them, incorporate them
 into our organizational strategy, and
 learn from them
          The Challenge Issued
Ego-Centric Vs. Network Centric

"The tools of digital democracy enable us to become activists with
    a new flexibility and independence. Email lists, online
    petitions, meet-ups and blogs have altered citizens'
    expectations for how advocacy groups should engage their
    members. MoveOn.org and the Howard Dean campaign have
    pioneered new models for democratic, flexible, "network-
    centric“ approaches, but many organizations stick resolutely to
    traditional "ego-centric" methods. There's a simmering tension
    between ego-centric thinking and network-centric thinking -
    the tension between the institutional power that emanates
    from an organization and the transactional power that inheres
    in its members' myriad interactions.”
http://journal.planetwork.net/article.php?lab=miller0704
           Face-To-Face
“Dean supporters do not drive 200 miles
  through 10 inches of snow to see a
  political candidate or a representative
  of his staff.
They drive that far to see each other.”

Samantha Shapiro, The New York Times
  Magazine
Technology for Organizations
"The Internet is moving from information
  technology to organizing technology. I e-mail
  you that I like Dean, maybe you'll tell your
  wife. If I tell you face to face, you'll tell
  everyone.“
Zephyr Teachout, Dean Director of Internet
  Organizing
http://www.baselinemag.com/article2/0,3959
  ,1386982,00.asp
  What purposes might Social
Networking help an organization?
  What purposes might Social
Networking help an organization?

•   Hiring / HR
•   Event Promotions
•   Grassroots Fundraising
•   Advocacy Organizing
•   Volunteer recruitment
•   Field Campaigns
What institutional challenges
      might you face?
    What institutional challenges
          might you face?
•   Resistance to the lose of control
•   Cost?
•   Resistance to Change?
•   Others?
•   Snam?
What type of social networks are
          out there?
• Existing commercial networks –
  MeetUp, Friendster, Ryze, LinkedIn
• Informal networks – IndyVoter,
• Cause-based networks (for and non-
  profit) – Care2 Connect
• Institutional networks (corporate)
• Others?
    Creating Your Own Network
• IndyVoter
• LCV EnviroVictory: www.envirovictory.org
• Kerry Core: http://volunteer.johnkerry.com
• GWB Virtual Precinct:
  http://www.georgewbush.com/VirtualPrecin
  ct/
• Choicester:
  http://www.donordigital.com/naral/choices
  ter/
    Example of the Network in
           Advocacy
• Tom’s Petition – Assault Weapons Ban
• www.tomspetition.org
• http://www.tomspetition.org/impact.php?ui
  d=c85391896b99b543ad717d12d5bc7572
Case Study: Common Cause and
            MeetUp
•   Used MeetUp as a Field Organizing Tool
•   http://fightbigmedia.meetup.com/
•   www.commoncause.org/meetup
•   7,000 signups, 400+ cities
•   But Common Cause pulled the plug.
    Why?
      For More Information
• greg.nelson@ctsg.com

• http://www.network-centricadvocacy.net/
• http://www.movementasnetwork.org/
                 Title
• The strength of these networks is the
  strength of the people in them and the
  bonds that bind them
• Nonprofits are also people-centered,
  often relying heavily on volunteers