Be yourself. But not completely!

I just added a new blog I'm tracking called "Social Media School". Take a look at it. It is full of content, maybe too much. It leads one to believe that everyone, and I mean everyone, is racing into social media and quickly trying to understand it. In fact, the blog likens the rush into social media to the rush of Dust Bowl refugees to the west in the "Grapes of Wrath". It is good to remember what the Joad family found when they got to the Promise Land.

I'm far from a "pacesetter" or even "early adopter", but even I, when encountering signals of the "Social Media Rush" say to myself, "oh, now it is ruined!" What is great about social media is that it is, well, social! It's personal. The more corporations and organizations rush into capitalize on it (and, the more the tools strive to monetize it), the less appealing it is in it's primary function: to create personal connections. (I'll save that for another day...)

But what do we need to consider in using social media to create personal connections between our non-profit organization and our constituents? In creating personal connections between constituents??

1. Keep it personal! A fund-raising mentor of mine once said, "Good development efforts build intimacy." As the communications and fund-raising arms of our organizations, it is our job to bring the outside in, to make apparent the heart of an organization, the vision of the organization, and the needs that, if met, can help our heart and vision impact the community.

What excites me about social media is the amazing potential to draw constituents into the heart and vision of the organization in so many easy, non-threatening and, well, personal ways. Never have we had at our disposal a tool that can reach out in quick, brief ways that require so little effort on our part. Sure there is clutter, noise, competition to our message. Sure, we are only reaching those constituents who are already active in social media (subject for another day). But never before have we had this type of tool!

It is our job to create relevant content that catches the constituents attention. But in the social media space you must keep it personal. In every Facebook group, update, e-news blast and Tweet, I strive to express that the Utah Museum of Natural History is "real people living, breathing, committed to our vision, and here to serve YOU". We'll see how all that plays out, but I'm committed to not treating these tools as "commercials" or "corporate messaging". I'm committed to figuring out how to use these tools to facilitate dialogue and "build intimacy".

2. It's personal, but it's not completely YOU! As Tevya said, "on the other hand"...as you explore, experiment, and expand your efforts in social media, remember, YOU are part of your organizational brand. The YOU in social media must support, uplift, and reinforce the meaning and integrity of your brand.

I have been quite cavalier in encouraging people to just "get in there and try it out, find your voice". But you must also proceed with caution. You may have to refrain from supporting certain causes, joining certain groups, permitting followers that are potentially harmful to your brand.

And, for Pete's sake, remember that whatever you DO say is public. PUBLIC! Recorded. Searchable! So think about it!! If you are in the public arena, no matter what your personal politics, it may be unwise for your brand -- even your personal brand -- to join the "Get Rid of the State Senator" or slam the extractive energy companies on your wall if you are ever, EVER!, going to be in a position to ask for support from those organizations.

Wow! Did I just say that out loud? That is the fine line that most non-profit organizations -- well, people -- find themselves toeing in the crazy world of public administration. For more on this discussion, check out this recent entry on "censorship" on Social Media Today: socialmediatoday.com

Bottom line:

• find your organization's voice in social media as a way to expand your mission
  
• be knowledgeable about the parameters and liabilities of the media tools
  
• leverage the spirit of the media to its unique potential
• but remember that you are the brand when it comes to social media!