It's exploding; going supernova, and an amazing way for over 5 million people to stay connected and in the conversation. But is Twitter the right communication avenue for your non profit organization?
Twitter, like any robust social network provides an avenue for your organization to spread information among many people over time. It enables your organization to build trust, strengthen relationships and overall be more accessible to your constituents. While Facebook is designed to promote information sharing among people who know each other, Twitter is intended to build relationships and spread information among strangers because everything is public.
So, how do you decide if Twitter is something that will help your non profit organization or be a colossal waste of time in these days of diminishing resources?
Trend or Tactic?
Just because everyone else is doing it doesn't make it a great reason to start. What does your constituency look like? A recent study found that the median age of people using Twitter is 31 - not all teenagers and college kids and a very attractive demographic. Twitter can be a tactical addition to your current online presence. It can reach out to a new demographic or promote a specific project or campaign. Think of it this way: if your organization's tweets aren't advancing a strategic goal or providing value to your followers - hit the backspace and don't send it or you may not even want to be on Twitter to begin with if you answered "no" to this question.
Who Has Time to Tweet?
Staffing strategically is a key consideration when determining if Twitter is the right move for your organization. The person on staff (or a highly reliable and trusted volunteer) should be familiar with blogs that deal with your mission or issue and possibly also maintains a Twitter account in his or her personal life. The approval process for Tweets must be swift and this person must be able to respond quickly and directly with other tweeters. Remember, you are building relationships - they are an investment of time.
Followers Wanted!
Successful use of Twitter equals a robust follower base. But how do you build it? The best way is to think of other organizations that work on similar issues to you and follow them. Follow news and media organizations that cover your issue, high profile bloggers or journalists too. They are really terrific first followers because more than likely they will follow you back. Their followers are more likely to stumble upon your Twitter account and follow you as well. Remember to "return the follow" it demonstrates that your organization is listening not just broadcasting.
How Much is Too Much Tweeting?
Most organizations want to know this rule to determine if they have the resources to participate. There is no hard and fast answer. Two a day might be perfectly fine and maybe even ten or more if you are in the middle of a promotion or event. But the real question to answer is - do your tweets provide real value? Are they contributing to the overall conversation and bringing you closer to some goal? If not, don't waste the 140 characters. You've got enough to do already!
The Twitterverse is a new and exciting (and yes, sometimes mysterious) area for non profit organizations. It is important to determine if you have the bandwidth (human capital) and the winning strategy to make Twitter a powerful tool in your overall communication plan. Translation: only jump in if it is right for your organization. If you can't maintain a true presence in this brave new world there are plenty of other ways to engage your constituents in meaningful ways.
