Networked Nonprofits and Social Media

Ms. Chan is one of a number of people seemingly weary of the 24-second cycle of Internet memes, viral distractions and celebrity hearsay that provide the fodder for today’s online intelligentsia. They do not busy themselves keeping up with the online cultural conversation of the moment, and they willingly brave the social cost of seeming out of touch.

Some researchers suggest that the desire to opt out is a backlash to the “fear of missing out,” or FOMO, a term dating to around 2011 that described the anxiety people felt reading on social media about parties they were not invited to attend.

FOMO was followed by another putative trend, the “joy of missing out,” which extolled mindfulness and staying offline to snuggle on the couch instead. But now, not only are people like Ms. Chan choosing not to be part of the online stampede, they regard their absence with pride.

“It’s a sign of intellectual and spiritual independence,” said Susan Cain, the author of the 2012 best seller “Quiet: The Power of Introverts in a World That Can’t Stop Talking.” “In the past, that person wasn’t fitting in. Now, it’s not true. The influx of information is too much for everyone.”

For some, standing at the head of the chattering class is a sign of social status, said Lee Rainie, a specialist in the social influence of digital technologies at the Pew Research Center in Washington. “There are some people who want to know every little blip,” he said. But others find it stressful. A 2013 Pew study showed that nearly one in 10 Facebook users took a break from the social network because there was too much gossip and drama.

“People are questioning, ‘Is this how I want to orient my gaze?’ ” Mr. Rainie said. “There are times when it feels satisfying and others when it feels debilitating.”

The crush of Internet fodder makes it hard to escape, even if you try. Christina Crook, the author of “The Joy of Missing Out,” published in February, stayed offline for a month in 2012 but still found popular culture seeping into her conversations. “The big stories, people are talking about them,” Ms. Crook said. “If there was a story in the wider culture, it wasn’t like I was missing out.” Indeed, her lack of knowledge only played to the ego of her more connected friends. “Most people want to feel in the know,” she said. “I just became comfortable feeling silly.”

Ms. Cain said there was a small social cost to pay for not staying current with every Internet meme. “So for 10 minutes you’ll have nothing to contribute,” Ms. Cain said. “Life moves on.”

A compilation of links and resources for social media techniques and strategy best practices.

Blogging has good pieces on recycling old content, plus some tools for headline generation.

Good example of social optimization - https://twitter.com/CutlerDave/status/527126097704779777/photo/1

http://blog.hubspot.com/marketing/data-social-media-fans-not-following-brand

1. Don't automate everything
2. Only automate your posts

3. Automate at ideal times

4. Automate a mix of content types

5.Automate evergreen content

6.Maintain a live presence to respond

Our new study on study based on responses from 569 consumers, The Social Lifecycle, revealed that consumers have high hopes for brands. They expect companies to be present on an average of 3.4 different social platforms.