Below is an explanation of the process and framework:
Assess your customers’ social activity. That is current and potential donors, volunteers and beneficiaries.
Decide what you want to accomplish. Is it increasing your brand awareness or donations? Recruiting volunteers? Reaching out to your beneficiaries?
Strategy is a plan for how relationships with donors, volunteers and beneficiaries will change depending on what you are trying to accomplish (objectives). The strategy must be a long-term relationship that will keep growing over time.
Once you decide on the people, objective and strategy, then you can figure out if building a blog or starting your own community on Facebook or Twitter is the right thing for your organization. In essence, fit the technology choices to your particular people, objectives and strategy.
I am currently perusing my Masters at Northwestern University in Media Strategy and Leadership. My goal is to work with leading organizations to enhance media strategies and tactics. I am a Socialite, Change Maker, Artist, and Optimist