Download The Networked Nonprofit: Connecting With Social Media to Drive Change AudioBook Free
The selection of social media can be quite complex-looking from the outside - a beeping, blinking, chattering din. But after closer inspection, cultural media and internet sites react to the same needs that drive human beings; the need to connect with one another in significant ways through dialogue. Sociable change happens through discussions, and the job of nonprofits is to organize themselves in such ways as to catalyze and manage those discussions and networks. Network management includes, but isn't limited to, such important tenets as providing multiple access points for followers to find yourself in and out of company, participating in discussions about your cause rather than presenting tactical ideas and organizational charts, sharing rather than grabbing credit, and leveraging cultural capital rather than buying and operating every one of the heavy organization equipment yourself. Organizations work from the inside out; sites work from the outside in. The Networked Nonprofit makes sense of the existing mishmash of data, blogs and books about social marketing in a connected world and cultural change and applies this knowldege specifically to cultural change organizations. It includes a set of guiding rules to help leaders navigate the changeover from top-down organizations to a networked procedure. Each section provides specific approaches for implementation and "secrets to success" matching to activists who've discovered how to use new cultural marketing effectively themselves.
