I work at Girls Inc. of Worcester, a non-profit that caters to girls in grades 5 through 12 that live in the Worcester Area. This age group contains much of the digital natives that VanSlyke explains. I have found it interesting, since beginning my employment, to discuss with the girls the impact of social media, as well understand the social media marketing plan of the organization.
Interestingly, the non-profit is currently revising their social media marketing plan. The national organization recognizes the importance of social media in non-profits. It is understood that social media is "just as important to non-profits as it is for traditional business." It is true that social media in both the non-profit and for-profit industries that social media tools are best used to share and discuss, rather than broadcast.
Something that was interesting, which caught me off guard, is the the girls did not even realize that the very organization they are a part of use the same social media they use at home, like Facebook, Twitter, LinkedIn, and Flickr. Not only that, they were not openly interested in learning about how the non-profit uses social media safely, and to it's advantage.
If one of the main points of the new social marketing initiative at this non-profit, and something important to all social media in 2013 is pulling information out of the audience and getting full audience involvement, I would think that trying to get the members involved would be the first priority. Contrastingly, this initiative is not one of the priorities of the new social marketing plan.
This is just another example of a non-profit that understands the strengths of social media, yet is not thinking about the people first before the opportunities, strategies, and technologies (Li and Bernoff, Groundswell).
I ask, in this first blog post, how it is possible that as adults we analyze the positives and negatives of social media, and dissect how best to manipulate Facebook, LinkedIn, Twitter etc. so these tools can be used to our advantage, yet as digital natives it is difficult to even comprehend the abundance of social media? As digital natives, with forms of social media right in front of them that are easily utilizable, why do the girls have no recognition of the social media used at the non-profit they are participants of?
Lastly, with readily available knowledge about the advantages of social media in both non-profits and for-profits, and proper techniques about how to use the forms of media, why is it still so difficult for non-profit to understand the advantages of the pull system necessary in social media?
Finally, a video that helps us all think about this.
Hello, Katrina. I think you have pointed out how social media could make a difference to non-profits and the difficulty of utilizing it: people don't realize and even the digital natives. For the younger generation, social media is most for fun. But for professional in non-profit, social media should be viewed and used as powerful tool to reach out.
ReplyDeleteThis was an interesting post because I often think about the ups and downs of social media. I also find it interesting because many of my students participate in activities at Girls Inc. When completing internet projects and assignments with my students, they often report too many distractions on the internet and thus many have actually acknowledged that it is better for them to stay off the web when completing school work. This is a disappointing yet very real fact for many people. I know that many adults are distracted by the internet when they are at work or trying to be productive too!! Social media is, however, great for connecting people to various activities and events. I hope the girls can become more involved and get a head start at their entrepreneurial skills!! :)
ReplyDeleteGreat article Katrina. It is disappointing to see this missed opportunity for these girls. The social media medium, being cost-effective, easily maintained, and able to reach hundreds, thousands or even millions of people at the touch of a button, needs to be utilized more in the non-profit sector. It is important to keep social media sites up to date, as as an out of date site may mistakenly show the public that the non profit is no longer an operating organization. Since those employed or volunteering for non=profits typically wear so many hats, it is a challenge to find one person dedicated to maintaining and keeping the information current and fresh.
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