Can nonprofits use social media to ignite social change? This is a question Allison Fine addresses in “Momentum”. The key to being effective with social media is creating meaningful opportunities for people to participate. It’s not about being more technical, but rather it’s about using these tools to be more connected. The goal is to increase conversations and not just send out information.
To encourage conversation, focus on building a sense of community where information flows freely and people on the edge are able to provide ideas. A sense of ownership can happen through interaction. It is a different world – not necessary better or worse – but definitely different. The social marketing approach is about more than numbers. It’s about relationships.