Corporations are no longer the only entities that are taking notice to the rise of social media— non-profit organizations are also becoming quickly aware of its importance and recognizing the capabilities and impact these technologies can have on their communication efforts. Social media is allowing non profit organizations to connect and better organize their audiences in order to create positive change. NPOs are leveraging the web and its technologies to spread their message, and gain support for their cause because this new method of communication can be vital to the success of an organization’s initiatives to achieve their mission and goals.
According to Adrienne Royer’s blog post entitled Why Every Nonprofit Should Embrace the Web 2.0 World, she says that there a number of reasons why NPOs should utilize these technologies. First, it allows them the ability to engage with their audience wherever they may be. These new technologies such as Facebook, Twitter, Blogs, and YouTube are allowing these organizations to interact more effectively and truly gain an understanding of how their publics want to be communicated with.
Organizations are also connecting with influential individuals, who could help promote their message, but with these open lines of communication, there is a possibility of losing control of the conversation and message says Kathleen Driscoll.
In her article, Non-profits find new friends in new media, she discusses more possibilities for the use of this technology. She states that social media is a way to get the message out in a cost-effective way. Seeing as how non profits do not have an excessive amount of funds to use for advertising and marketing, these mediums are allowing the opportunity for these two-way conversations to occur at little to no cost.
Social media is changing the way we communicate because it allows for active participation from everyone on a global scale, and these new modes of communication are creating opportunities for non profits to enrich their relationships and gain support and belief in their mission. Throughout my blog, I plan to research the effectiveness of these communication strategies, the proper applications of these technologies, and examine cases where social media proved to be successful and useful for specific non profit organizations.