Nonprofits, here’s what NOT to do on social media

Photo by christopherdale

Did you know today is Social Media Day? Yup, Mashable declared it so.

It may be obvious for the tech world to embrace social media so whole-heartedly, but it has been even more exciting for me to see the nonprofit world embrace it, especially right now at the National Conference on Volunteering and Service. I am so glad they integrated a social media for social good track into the conference agenda and am having lots of fun following the flow of activity on the #NCVS Twitter feed and Facebook page (thanks for all your hard work, @HeyJK).

Yesterday's social media for social good panel included an all-star cast from the social media world: Craig Newmark (Craigslist), Paul Gillin (technology journalist), Joe Rospars (Blue State Digital), Jack Dorsey (Twitter), and Andrew Noyes (Facebook).

Although the panel spent a lot of time dispensing their expertise and advice on how nonprofits can use social media, the discussion that most intrigued me was due to a question from the audience. Chris Noble asked: Are there some key things that nonprofits SHOULD NOT do on social media?

I love how this simple question turns the same discussion around, and by doing so, provides more opportunities to give nonprofits advice on the use of social media from a different perspecive.

The panel had some great responses:

• Paul Griffin said not to treat it as just another distribution channel for your same content. For example, don’t only use it as another method for distributing your press releases.
• Surprisingly, Jack Dorsey, told the audience not to listen to them (the panelists and experts)! How you communicate depends on your audience. People say not to tweet about your breakfast, but in his case, his mom follows him on Twitter, so it’s relevant to her, and she cares!
• Andrew Noyes said, above all things, be authentic.

I immediately started jotting down my list of don’ts, such as:

• Don’t have a one-way stream of information. People can see you’re not having dialogue, thus not listening to what others have to say.
• Don’t be afraid to make mistakes. If you’re new and not sure of what to do, it’s ok. People will know you’re a new user. Be open about it and instead use that as an opportunity to get advice and input.
• Don’t erase tweets and posts (unless you’re ready for the backlash). Someone saw it at one point or other. Own up to your actions and words.
• Don’t have others write or tweet for you if you are an executive or influencer. People will find out and don’t like that.

I could go on, but thought it would be more interesting to see what advice my friends on Twitter have to add. Here are some of the replies to my question:

@JFTibbs: NPs shouldn't sign up for a social media account to “just to be on there”. A dead account looks worse than no account.

@allieb37: nps should NOT let the conversation happen w/out them - be careful to listen, but actively participate in the conversation!

@akmcquade: Don't: auto DM, only ask for $, not respond to people, not RT others

@geoffliving: Don't curse?

@GordonJayFrost: Don't ignore mentions! Engagement begins by listening AND showing that you're listening. See this: http://ht.ly/24Y9L

@kivie: npos can't forget reciprocity. Don't let supporters feel you always ask for help, retweets, follows etc w/o returning the favor

What are your don’ts? Add them to the list!