From experimentation to strategic programmes
The recent survey of non-profit communication staff perceptions of social media use (carried out by KRC Research) finds that organizations are still at an experimental phase, though the vast majority see social media as a medium worth investing in as well as a priority for the future. The outcomes can be viewed on the slideshow below, but in summary the survey recommends that agencies, among others:
- move from experimenting to strategic programmes
- focus on building meaningful dialogue with a wider range of audiences online
- invest in social media capacity
- better demonstrate their unique impact (to attract advocates)
80% of respondents also felt that the true value of social media was yet to be realized.