Beth Kanter asks: How do you balance the spontaneity of social media with being strategic?
...One area of challenge: balancing strategic communications with spontaneity of social media. The spontaneous part is all the organic stuff, including relationship building, maintaining light touches and connections with your network until there is a moment of opportunity, being nimble and adaptable, and well, being social.
However, these grantees also have to integrate the use of social media into a strategic communications effort that will help further their work towards policy change to support children’s health care coverage. The early results like learning or engagement - the spontaneous stuff as Allison Fine likes to call it — are not always valued. That’s because boards or senior management (or funders) don’t always understand these are part of a strategy that leads to the strategic results. Sometimes these early results are presented out of context and easily dismissed. Therefore it is very useful to show a logical path of results or describe in a logic model....
[Beth Kanter shares some great tactics from savvy nonprofits - JD]