implications+and+recommendations

In order for a nonprofit organization to fully utilize social media they need to span their usage across information disclosure, dissemination and member engagement. The above case studies show that through various social media platforms, it is possible to have all three. These results are meaningful for Shepherds of Good Hope because they show that if used correctly, social media can solve their problem of increasing their fundraising capacity through “friendraising” and increasing a donor database of people in their 20’s and 30’s. The following will outline specific ways in which SGH can apply techniques found in the case studies to their own organizational needs in the future. These suggestions will be based on the idea that SGH will be hiring an employee who will be spending much time on updating each social media platform with new content that is both engaging and interesting.

The most useful of all social media platforms which can help to link all SGH social media uses is Facebook. SGH already has a Facebook Fan Page, but it has not been updated in over a year since joining the site. They have their SGH video posted on the page as well as an event post for a fundraising marathon in 2008. Although this is not much, it is a start and through a few simple additions and frequent updates, this platform can become a very useful tool. In order to have information disclosure, SGH’s institutional information regarding the mission, history, administration and contact information of the organization are vital (Greenberg OR Walters). This will establish accountability and trust between the public and SGH. Facebook is very much revolved around the idea of profiles, groups and fan pages. This is a great space for SGH to utilize for writing purposes as there is much room for textual discussion. Our case study research has also shown that using the same logo on every platform is ideal to creating an identity for your organization. One should be chosen from the SGH website and used as a profile picture for each platform used. Dissemination can be created though the posting of links to news items that involve SGH, photos of the various facilities and programs in action and the SGH video, which is already posted. Although the research has shown Facebook to be used mostly in a broadcast method, it can also be used in a dialogical method. Posting contact information, inviting group members to volunteer at events, and through frequent use of the ‘wall’ to post messages like a message board will encourage people to respond, creating a conversation between the SGH and the public. This interaction is vital in creating a community around your organization.

Twitter is another social media platform that has recently been adopted by nonprofit organizations for the purpose of creating dialogue and gaining supporters. Again, Twitter is based around ‘tweets’ of up to 140 characters. One of the most relevant aspects of this platform is the constant presence of new information – the technology has become equal to real-time publishing and the immediate dissemination of information as it becomes available. In order to effectively participate on Twitter, SGH will be expected to post more frequently here than on their other platforms. In doing so, you will be more effective in establishing your organization as a meaningful source of information for the other Twitter users. SGH can use Twitter for a number of reasons. Daily updates can include stating the number of people that showed up for lunch, or dinner, or to sleep in your facilities that night, along with the number of people you had to turn away. This type of messaging will allow your followers to virtually live in the reality of your organizations work on a day-to-day basis, therefore tightening your relationships. Tweets can also be made for member engagement, such as sending out a message that the SGH is in need of bread or toothpaste, or a simple donation equal to the cost of such items, along with a link to the SGH website where online donations can be made. The real-time tweet will help to engage your followers as they will see an immediate problem and given solution and can help with just a click of a few buttons.

YouTube is already being used by Shepherds of Good Hope, but in order to be able to fully utilize the social media platform across information disclosure, dissemination and member engagement, the organization needs to make some changes. The organization already has a YouTube channel, but a Nonprofit channel will give them more website tools to choose from. They have one great video which briefly takes a look at the SGH facilities and services, and tells the stories of some of their past clients. Although the content of the video is effective in showcasing the organization and their cause, it has not gotten much play on the YouTube website (500 plays in 5 months). This is for a few different reasons. First the length needs to be cut down either by cutting material completely, or by splitting the content into two different videos. As research has shown, videos longer than five minutes tend to lose the attention of viewers. The YouTube Nonprofit channel allows organizations to write a brief profile, allowing viewers to see that they are accountable and trustful. SGH needs to do this so that when users are viewing the videos they have the background needed to understand why these videos have been made and puts them into the context of helping the homeless. SGH can use YouTube to disseminate information such as their various events, showcase real people that use their facilities and programs and tell their stories. Secondly if other social media platforms were used, such as Twitter, Facebook, or even the SGH website, a link could be posted encouraging online users to view the video. Also encouraging the public to respond to the videos either through text or through their own videos will help to create discussion about the issues surrounding homelessness. The key is member engagement and creating a community through discussion of the video content and using a two-way dialogical paradigm to help generate new content and information. It is also a fact that these social media technologies do not perform alone and require much cultural and organizational commitment as dialogue is very time consuming.

Flickr is another type of social media platform that could work for the Shepherds of Good Hope in many different ways. If they were looking to fix up one of their facilities for example, they could document through photos and a blog exactly what their facility is doing in terms of programming for the homeless, and how it needs to be changed. They can ask Flickr users to donate even as little as $10 each and through those donations can continually post their updates. This could also work for food and clothing donations. If SGH were to take pictures of a sparse supply room and state that they are in need of food or clothing, and then state how and where the public can do so, in the end they will be able to photograph all of the donations and thank the users for their kindness. If SGH wanted to show the community their events, Flickr can be used to do so in that way as well. A photographer from the organization can post photos, and through other social media platforms such as Facebook or Twitter, SGH can ask event attendees to post their own photos with a specific tag so that they can be posted on the SGH Flickr group. For those supporters who are not Flickr members already, other social media platforms can also be used to advertise the website with a direct link. This will help to increase traffic on more than one platform, but again this will involve much time and effort on the organizations part in terms of regular updates and the posting of new content.