1. Remember social media is an extension of your brand and communications strategy – maintain professionalism and be strategic in what you engage in.

2. Gain unfiltered, real feedback from supporters and dissenters – be prepared for positive and negative feedback on your social media postings. Just be ready for how you will respond to negative feedback on your site.

3. Master one avenue of social media at a time – this new communications strategy is all about consistency and new information. Just because you have a Facebook group does not mean you are engaging in social media. You need to regularly upload new content, engage in discussions, and maintain your online presence. Once you feel good about a social media strategy try the next one. Use the Social Media Strategy worksheet on page 17 to help your organization create a plan.

4. Decide if your social media strategy is professional or personal – it is often hard to mix the worlds of professional and personal. Social media is a powerful way to exchange information with your “back stage” constituents of program participants, but do not think that your general public donors are going to care. Keep these two areas defined to avoid confusing everyone.

5. Take risks – This is a great, inexpensive way to experiment with messaging, trying special appeals and do informal focus groups. Think of new ways to harness this new media to engage your customers, donors and funders in a new way.