Should You Take the Social Networking Plunge?

By Karen Lubieniecki, STAFF WRITER



For community services organizations, social media, particularly Facebook and Twitter, are becoming as important as traditional media. The Association of Community Services (ACS) asked four of its members who have "taken the plunge" - Kari Ebeling of The Arc of Howard County; Kristin Lilly from FIRN; Sandy Cedarbaum, Oakland Mills village manager; and Mickey Gomez of the Volunteer Center Serving Howard County - to share their experiences and observations. ACS launched is Facebook page in November 2009 and as of this writing has more than 30 fans.



In addition to its web site, does your organization use any of the social media: e.g., Facebook, Twitter, LinkedIn, blogs, others?

Kari Ebeling/Arc

We use Facebook, Twitter and YouTube.

Kristin Lilly/FIRN

FIRN has a Facebook Fan page, a Facebook Causes page and a Twitter page.

Sandy Cedarbaum/Oakland Mills

We use Facebook, and we send out an e-mail newsletter weekly to about 650 residents who live in Oakland Mills.

Mickey Gomez/VCSHC

We use Facebook, Twitter, LinkedIn, blogs and SlideShare. We also have a YouTube channel, but we haven't populated it with video yet.

What motivated you to establish them?

Kari Ebeling/Arc

Trends in population use.

Kristin Lilly/FIRN

To reach more people in the community and give them more information about FIRN.

Sandy Cedarbaum/Oakland Mills

Personal interest, board interest, community members' interest.

Mickey Gomez/VCSHC

Given our limited resources, I was seeking an alternative means of outreach that would allow us to expand and enhance ongoing efforts. Also, based on previous constituent surveys, I wanted to create a place where [constituents] would participate in ongoing conversations about their volunteer needs and experiences.



How long have you had these?

Kari Ebeling/Arc

Over the last year or so in some capacity.

Kristin Lilly/FIRN

They were all set up at the same time - about six months ago.

Sandy Cedarbaum/Oakland Mills

Facebook for about six months.

Mickey Gomez/VCSHC

We started seriously using social media in late '08/early '09.



How did you decide which ones to set up?

Kari Ebeling/Arc

We use the media that have the broadest draw to volunteers, prospective donors and family members.

Kristin Lilly/FIRN

We chose these two sites because of their popularity and because they are both very user-friendly for nonprofits.

Mickey Gomez/VCSHC

I started a personal blog. I joined Facebook and Twitter. I created accounts on Slide Share, LinkedIn and YouTube. The more I learned as an individual using these services, the easier it was for me to see the potential benefits and pitfalls for our agency.



Did you find them difficult to set up?

Kari Ebeling/Arc

No, they are easy to set up - harder to maintain.

Kristin Lilly/FIRN

No, we didn't have any problems.

Sandy Cedarbaum/Oakland Mills

No.

Mickey Gomez/VCSHC

No, most were pretty straightforward. When necessary, I was able to ask other community members for help or easily find videos, posts, presentations or webinars online to assist with the process or help me when I got stuck.



Who set them up for your organization? Who adds content?

Kari Ebeling/Arc

Initially we set them up ourselves and since have invested in having a contract person handle the updates and additions.

Kristin Lilly/FIRN

I set up the three pages and add content. However, I ask other staff for input on what I should include.

Sandy Cedarbaum/Oakland Mills

A volunteer with expertise set up the Facebook. I add content.

Mickey Gomez/VCSHC

I set them up. At the moment, I add most of the content although I am trying to get staff more engaged and empowered to provide content themselves.



How much time and $$ are you

devoting to these?

Kari Ebeling/Arc

$5,000 per year.

Kristin Lilly/FIRN

We are not spending any money. I spend about 15 minutes every day on our Facebook and Twitter pages.

Sandy Cedarbaum/Oakland Mills

Facebook costs nothing. E-mail costs nothing and takes about one hour of time each week.

Mickey Gomez/VCSHC

I spend anywhere from 15 minutes to an hour each day monitoring and maintaining these efforts. The platforms that we are using are free.



How many fans (Facebook) or followers do you have? Are they related to your organization and/or its mission or are they from outside the county?

Kari Ebeling/Arc

We have 315 Facebook followers. On Twitter we have 145 followers, and we are following 68.

Kristin Lilly/FIRN

Facebook Fan Page: 131 fans; Facebook Causes page: 69 members; Twitter page: 52 followers.

At first, members were staff and volunteers. In turn, they have recruited many of their friends and family who have also recruited their friends and family. Anyone who visits our web site can follow a link to see these pages. In some cases, people that are unfamiliar with FIRN come across the page and become a fan or follower.

Sandy Cedarbaum/Oakland Mills

We have 186 fans. Most are community residents, community leaders, people who live and or work in Columbia.

Mickey Gomez/VCSHC

We have 213 Facebook fans and 1,080 followers on Twitter. What matters is engagement - how often do followers/fans share and engage with the information that you're putting out there? Having followers or fans from outside of the county may be a positive thing.



Is social media helping your organization?

Kristin Lilly/FIRN

Yes. It is a good way to keep supporters informed about events and things they can do to help the cause. It is a very useful tool for getting information out to the community quickly.

Sandy Cedarbaum/Oakland Mills

[We're] reaching a population that we would not normally reach through print media.



What are the most positive aspects

for you?

Kari Ebeling/Arc

Broad base awareness; promotion of events, especially smaller dollar events, e.g., raffles, steins and wines, putt putt, bowling.

Kristin Lilly/FIRN

I love that it makes FIRN so accessible to the community. Facebook and Twitter are web sites that people are already going to; once they choose to be a fan or follower of FIRN, it makes it much easier for them to stay informed.

Sandy Cedarbaum/Oakland Mills

Outreach, inclusivity and keeping up with the "times."

Mickey Gomez/VCSHC

The incredible people I've met, both the ones here in my own community as well as those from across the country and around the world. I feel more connected with local community members. I've also learned a great deal and feel that I have a greater access to timely and varied information relevant to my profession.



What have you learned to pass along?

Kari Ebeling/Arc

With most multimedia, you can't control what other people post regarding something - so some may view negative comments as detrimental. However, we look at those postings as opportunities to educate and inform.

Kristin Lilly/FIRN

One thing that is difficult is encouraging fans and followers to engage in conversation. We want to hear more from the community about their ideas and suggestions. One thing that I have learned is to be patient. Fans and followers will come if you give them information that is relevant to them.

Sandy Cedarbaum/Oakland Mills

Sites must be monitored so that postings and information are what the organization wants to be out there.

Mickey Gomez/VCSHC

When I first started, I couldn't get my mind around the concept of promoting information that wasn't about my nonprofit (or me!). I quickly realized that I needed to forget everything I thought I knew about marketing (mind you, I'm not a marketing professional) and adapt to new methods of sharing information and connecting.

I keep our mission in mind when representing the VCSHC via social media and strive to share information that appeals to our audience. I also focus on interaction and relationship building by showing that there is a person behind the keyboard.