Rule #2 of Umaire Haque’s list of Twitter’s 10 Rules for Radical Innovation is open beats closed. Haque finds this in Twitter’s dynamic of allowing anyone to connect to and receive content from anyone. And similarly, they put this principal to work in communication about problems.. and even admitting mistakes. You can also follow the founders: Jack Dorsey, Evan Williams, and Biz Stone, and 3rd party partners can have open communication and troubleshooting through Twitter Development Talk.
There is a lot to be said for how principals of transparency might be applied to innovation and your organization’s business, program, and other practices. And hopefully in the coming days this will be replaced with a link to that post, but until then I want to hone in on how we can use Twitter in particular to open up our doors from a communications and marketing perspective..
Nonprofits seem to get thee types of coverage (IMHO) in major news outlets: lack of funding and hard times (especially this year); feel good stories mostly from large mainstream, brand-name nonprofits; and corruption, mismanagement, or otherwise negative press. In our newsletters and emails we highlight some of our successes – usually in articles longer than anyone is actually going to read (by the way, newsletters might or might not be an waste of time, but just in case, here are some great tips for improving yours). But social media and Twitter in particular provide us with a new, instant, conscise way to deliver a message to our stakeholders, in a cheaper and potentially more effective way than our more traditional tools (depending on your goals).
How much are you really letting your funders and the public see of your day-to-day operations, your day-to-day successes? I found it incredibly interesting to read that a small sample done by NonprofitSOS’s look at how nonprofit organizations use Twitter found that
Some nonprofit organizations do not include much about their programming in their tweets. They will tweet requests for volunteers, requests for donations, links to studies or articles, but rarely will you see a tweet that gives you insight into what exactly that organization is doing.
For a human service agency, this could mean:
- sharing the progress of an anonymous client to show the real world outcomes of community-based care
- talking (deliberately and conscientiously) about tough choices that are being made and how they are putting the patient first
- evaluation and accreditation survey results
- event planning updates (also good for generating some buzz before a big fundraiser)
- adding any bit of insight and humanity to an organization, whether it be through accounts reflecting the experience of a CEO or a direct care professional – and/or any and all in between that you feel is valuable
To start living up to my claim that we’ll look at politics (and I promise we will more in future posts), I’d also suggest campaigns think about tweeting their
- canvassing stats
- highlights of conversation at the doors
- play-by-plays of key speeches and events
- what you can about staff meetings and internal plans
- and again: share something from behind the scenese to put a human face on how your spending people’s money, why, and what the results are.
All that being said, before I launch into some of the ways that this can apply to our mission-driven work, there is one disclaimer I should make. You won’t see any communication coming out of Twitter until they have a handle on the issue. You can read people, until they block you for being intrusive, spammy, they just prefer to keep a closed network, or for any other reason or lack thereof. People can follow you.. and defollow you. This is all by way of saying that just because Twitter provides access to instant communication, doesn’t mean it should always be used instantly.
Follow your crisis communication plan when something goes wrong, but also remember to include Twitter in your crisis communication plan if appropriate. Let people into the inner-workings of your agency, but do so strategically. First, make sure you’ve developed a social media strategy and if appropriate, develop and implement an internal social media policy that will allow you to advance your mission, breakdown barriers between you and your stakeholders, and ensure that you’re using this technology thoughtfully and strategically.
Also, this post by no means indicates that this is ALL organizations should tweet about – petitions, pleas for volunteers, organizing, mobilizing, dialoguing are all useful, but let’s change the trend that NonprofitSOS saw in the lack of insight being shared around how we advance our mission.
Is your organization tweeting about how it is advancing its goal on a daily basis?
What anecdotes, statistics, and other information have you found your followers interested in?