This article appeared in the January 2008 issue of the Guidestar Newsletter.

Is Your Organization Ready for On-line Social Networking?

Now that user-generated content - blogs, video, discussion groups, chats, and so forth - is the norm and users expect their Web experience to provide interactivity in addition to information, many nonprofits are faced with deciding when and how to use on-line social networking as part of their Web presence.

The simple brochureware site (one that just contains information about the organization) and direct donation site of the past are no longer enough. Fortunately, it is not necessary to build your own on-line social networking site. But, you do need to know how to become part of an existing community, and tie it to your existing Web presence, to use social networking effectively.