Last week on the NTEN session “Ask the Expert: Marshall Kirkpatrick,” someone said, “Social media is a two-way tool and not a broadcasting tool. Nonprofits are used to broadcasting and need to learn to listen.” From my experience, the people that use social media as more than a soapbox are much more successful at getting their message out. That being said I understand that this transition from broadcasting to participating in a conversation is often difficult.

This transition is hard because, until social media and web 2.0 there were limited ways that people could share their point of view with nonprofits and even fewer that enabled this message to be shared in a way that other members could also hear. This difference is not always understood; as a result nonprofits often misuse these tools. It’s not technically a misuse. It is possible to post constant updates, about yourself, on your blog or Twitter page, but I think broadcasting and not listening will prevent you from gaining as much as possible from these resources. You will gain more by engaging people. 

Newsletters are for broadcasting; web 2.0 is not. When working with a consulting client, Marty noticed that they had 800 Twitter followers them and they were not following anyone. This sends a message to potential followers that this person has an agenda and is going to use this channel to spread their message and they are not listening to what other people have to say. Even if they limit people they follow to other users with the same interest their image will shift from a self-important preacher to a member of the community.

On the same NTEN training we discussed how online communities are a space where people can go and discuss a specific topic. If this topic is something that interests you or is the focus of your group, then of course you should be there. I want you to have an active voice. This is an opportunity that should not be missed. So go and join in the conversation. Communicate with the other people there. If they ask for information give it to them. If they give false information correct them. And if they give good information cite them and they will do the same for you.

Your website can be a place where you broadcast information about yourself. People go there looking for that information. Social media and online communities are where people go to participate in a conversation. To get the most out of them you have to be part of the conversation.