What are the benefits and the challenges of using social media for non-profit organizations

You were recently hired by a large nonprofit organization as an assistant to the Director
of Development. The organization, providing social services to families in need, has
had no presence on social media and your boss believes that may be a mistake. She
herself is not a user of social media of any sort, and so is unsophisticated about that
world. She knows that in the nonprofit world, education and healthcare related
organizations have been using social media for a long time. She also knows that
organizations like hers, in social services, and nonprofits in the public / society benefit
field and the arts and religion have been more reticent to use social media. She is not a
particularly cautious person she says, but believes social media’s potential benefits
may be outweighed by the challenges and the costs.

Possibly shaping her view, she was employed at NPR (National Public Radio) in 2011
when an officer of the organization was recorded in what he believed to be a private
conversation with two individuals whom he believed to be potential donors. The
individuals were actually political activists who recorded the NPR executive making
controversial, political remarks and uploaded them to the internet- The remarks went
viral and caused the officer and NPR’s CEO to resign.

But she also knows that during that same year, the American Red Cross responded to
a tweet mistakenly posted on their account by an employee reporting a drunken
experience, to endear themselves to members and raise donations, with quick, witty
and honest tweets to the membership.

write her a memo that details the reasons the organization
should engage on social media-What are the benefits and the challenges? That is the focus she wants.

In addition, she confesses she would need the Executive Director to approve a move
to social media, so your memo should also address the issues she knows he will care
about (and assume the ED will read it)- She suggests those issues include short and
long-term costs, which will involve money, but could involve branding as well. Would
the social media effort conflict with other fundraising or communication channels the
organization currently uses (like news releases, update mailings to members,
fundraising events)? Why would an organization choose NOT to use social media?
She is eager to overcome her uncertainty and employ social media, so finally she asks
you to address potential solutions for any challenges or risks you identify.

PLEASE NOTE:

Content: thorough examination (7096)

Benefits of social media (3596)

Challenges (1 596)

Potential solutions for any challenges or risks identified (2096)

Style (2596)

Clarity- arguments are logical and comprehensible

Persuasiveness- makes compelling, convincing case for utilization of social media
Format (596)

Written as a memo; functional, utilitarian document (as would be expected in a
workplace document)

Do not exceed 5 pages