Principle
Tips
Alignment
Social media must be aligned with your communications or program objectives
Do an assessment of your communications plan and social media use
Do an inventory of your events, web site calendar, and programs to look for opportunities to socialize.
Pick low hanging fruit – start with simple, smaller programs or events to learn from.
Be realistic in your expectations.
Listen
Uses listening and responding techniques to develop a deep understanding of the audience.
If you don’t know where your target audience hangs out online, you need to set up a listening post.
Test different keywords and “ego” searches and tweak until to find the ones that provide the most value.
You don’t have to listen to the entire Internet, hone your searches to find the hot conversations around your issue area and the influencers.
Engage
Uses conversation starters to engage your audience.
Conversation starters are questions or ways to engage with people around your content that isn’t a call to action.
Brainstorm initial conversation starters, but listen to your network for additional ideas
Relationships
Builds relationships
Get to know your friends and followers. Who are they?
Who are the influencers?
There are free tools for analyzing who is in your network
Notice who is “liking” or responding to you and track names. Get to know them.
Rewards, reciprocity, and being human
Integrated
Link, cross distribute, and repurpose content across social media channels
Give yourself some link love – connect and link all your social media and other content.
Repurpose, revise, and recycle content across channels.
Automate selectively.
Encourage user-generated content through social media channels and repurpose

Bridge
Uses social media to close the gap between online/offline
Track your social media efforts offline
Think of online/offline as a continuum
Host events like Tweet ups where you can meet your followers face-to-face
Socialize existing offline events by adding social before, during, and after the event
Include your social media properties in all your print and collateral materials
Capacity
Allocates enough staff time and has the expertise to implement the strategy
Use interns or volunteers to help you with your social media
Cultivate your fans, friends, and followers and make it easy for them to help you with spreading the word of your mission and programs
Reach and join local chapters or gatherings for social media professionals to find experienced volunteers
Review job descriptions for job tasks that could be eliminated and incorporate social media tasks
Make social media part of your routine
Learn
Launches small pilots and reiterates using the right metrics to understand what is and what isn’t working.
Pick the right results and use the single best metrics to track
After each pilot or project, review your metrics and qualitative information. Think about how to improve. Incorporate into next project.
Don’t collect data that you can’t learn from.
Value learning as much as other results.
Culture
Assesses organizational culture and has strategies to address issues that may prevent adoption
Encourage leaders to explore social media
Discuss areas of skepticism in the open
Frame social media as helping your reach your goals
Establish a social media philosophy and operational guidelines