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How to Develop a Social Networking Strategy for your Organization

October 8, 2010
Short Title
How to Develop a Social Networking Strategy for your Organization

Learn how to integrate online social networking into your work. 


After experimenting with social media for the last several years, NTEN is ready to reevaluate and update our social media strategy. Our goal is to sharpen our focus for each of our channels and address how we can better integrate our work in social media with our email, web site, and events. It wouldn’t be any fun to do it alone though, so we’re inviting you into the process.

In this first of two sessions, we’ll start with a review of NTEN’s strategy to date, what’s working for us, and what’s not. Then, we’ll introduce the elements of the new strategy, and discuss how each better aligns with NTEN’s strategic plan and goals. Attendees will learn what elements are included in a social media strategy, along with practical tips for implementing social media in our organization.

The second session in this series is your chance to be a fly on the wall during an actual planning session. We’ll be working with a focus group to get feedback on our plan and find out which of our ideas resonate with our membership, as well as which ones don’t. You’ll be able to contribute your ideas and reactions via a backchannel chat, as well as learn about how to run a focus group of your own supporters.

Recorded on
1 hour

Holly Ross, executive director, Nonprofit Technology Network

Holly has spent more than seven years at NTEN, working with community members to identify the technology trends that will reshape the nonprofit sector. From ubiquitous access to technology leadership to social media, Holly brings the wisdom of the NTEN crowd to the nonprofit sector. Holly has been recognized as one of the Nonprofit Times Power and Influence Top 50 twice, in 2009 and 2010. Holly is also editor of "Managing Technology to Meet Your Mission: A Strategic Guide for Nonprofit Leaders," available from Jossey-Bass.

Holly came to nonprofit technology after working for social change at CALPIRG and during her college days at UC Berkeley.  In between meetings and emailing, Holly tries to raise her 5 year old daughter and occasionally pays attention to her fabulous husband. Follow Holly on Twitter.


Jeff Patrick, president & founder, Common Knowledge

Jeff has, over the past decade, assisted more than 100 nonprofits with their Internet initiatives. Working with large national and regional organizations, Jeff pioneered the tools and software for online fundraising, email communication, advocacy, and outreach. Tapping over 22 years of broader national and international professional experience in the commercial software and consulting sectors, Jeff approaches each client and projectwith both business and analytical skills. In addition to general company management responsibilities, Jeff focuses on assisting clients with strategic planning, web development and online campaigns.

Jeff recently scratched off a few little things on his to-do list. He ran up Yosemite's Half Dome in less than 2 ½ hours; completed two Iron Man Triathlons in a year; and ran a test ride down the Olympic Bobsled track in Utah. Admittedly, he's still working his way through the top 100 English language novels of the 20th century, as he expected it would be easier to read and run simultaneously.

Library Type
Academic / College
School (K-12)
Job Functions
Professional Development/Training