resource: The Networked Nonprofit

Facebook, Twitter, LinkedIn, MySpace, YouTube, Flickr… The menu of social media channels out there today is vast, and the potential for disorientation in this cyber-universe is very real. Fortunately, The Networked Nonprofit guides nonprofit organizations and their leaders through the process of “connecting with social media to drive change.”

By de-bunking common myths and preemptively addressing many concerns shared across the sector, The Networked Nonprofit seeks to reassure even the least tech-savvy among us that social media tools are intuitive and effective. Most emphatic among all this advice is the reiteration that social media functions best when it is uninhibited by traditional corporate red tape: sit back, try to relax, and harness the full power of these networks by letting them take their own direction.

The book also focuses heavily on relationship building through social media, emphasizing the fact that this type of networking is about creating social capital and finding effective ways to engage with your constituents. If an organization participates in social media only with an eye toward fundraising, they will be disappointed with the results and, more importantly, will be sacrificing the resources uncovered through an open exchange of ideas among stakeholders.

While avoiding in-depth studies of any particular topic, the book provides an approachable overview of ways to leverage social media to enhance organizational efficiency and expand your network of supporters. Of particular interest are the sections on network mapping (visual indicators of patterns and connections), transparency (if you post your 990s online, you’re already halfway there!), and crowdsourcing (think wiki, collective creativity, and open innovation).

Maybe Guy Kawasaki said it best in his own review of the book: “Kanter and Fine provide the ‘Google maps’ for nonprofits to harness social media to kick butt and change the world.” Start here for a great roadmap of resources that will steer you toward a more in-depth understanding of social media and help you to drive change.