Dear Mr. Dick,
I was concerned about the negative tone of Kyle Elyse Niederpruem’s article regarding the corporate world’s use of social media (e.g. Twitter, Facebook, et al). I realize her article focused on the for-profit world, but I am concerned that it will reinforce the fear and misunderstanding prevalent in Indiana’s not-for-profit sector.
Social media is an Internet platform that allows for word-of-mouth communication not restricted by space or time. I can put an idea or question into the Internet cloud, and an architect in Greenwood, a doctor in the Democratic Republic of Congo, and a musician in Beijing can access the idea when it’s convenient for them! A dialog begins where each participant can leave a piece of their expertise to fine tune the idea, or highlight faults. This is direct 1-to-1 communication—or word-of-mouth -- not restricted by geography or time. No one ever says, “Word-of-mouth is the WORST form of advertising”
If a cause driven not-for-profit inspires passion in its donors and has an element that can be easily transmitted via the Internet, it is negligent NOT use FREE social media to spread the message. Donors are pleased when their favorite not-for-profit has low overhead, and donors will be thrilled at the prospect of a no-cost marketing campaign. Not-for-profits must stay on top of the tidal wave of social media that’s out there, or they will soon drown in their ignorance.
Amy Stark, M.A. (Philanthropic Studies 2007 IUPUI)
Viral Marketing Liaison
Inside INdiana Business website and link to the article:
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