If my organization isn't doing anything right now with social media, what would you recommend as our first step?
Depends on your level of comfort with all things technical. If you are comfortable setting up a page but haven't thought to do so, go for it. The easiest way to set it up is to search for a page you know exists, like "Association of Fundraising Professionals, South Sound Chapter" and scroll to the bottom and select create a page for my business. Then follow the steps to setting up a fan page. Which is not the same as a friend page.
For most businesses you should default your wall to show posts by page and others, so that people who do stop by to give you kudos will be easily viewed by others. You should also make sure your thumbnail means something, either a photo or logo aligned so it is not chopped off in an odd way.
What are your top 2 'must dos' and top 2 'must NOT dos' when it comes to social media?
Must do #1: BE SOCIAL. #2: Be engaging #3: Be interesting #4: Be Real
Must don't #1: Don't spam people by posting too often. #2: Don't post the same stuff over and over again. #3: Don't always post saying "you're in desperate need" post good stuff and informative stuff sometimes, it will make your "need" less ignorable if you aren't always asking for stuff.
What advice do have for keeping up with such a rapidly changing landscape? As soon as you figure out one strategy or new tool, something else new or better comes along!
At the very least have a presence, choose what works for best for you and ask others in your field what has worked for them. Follow people on Twitter that are similar and feed off of each other.
What tools do you recommend for 1) marketing our social media sites and 2) encouraging donations or members or awareness from “friends”?
1) I have heard great things about Facebook ads, they are inexpensive. Do the free stuff first. If you haven't gone to getlisted.org to update your information on the major search engines you are missing a big piece of online real estate. You can also ask people to share your page with others. If you send out email, newsletters, or have a website... your social media information should be included in that, make it as easy as possible for them to "like" you.
Is it worth dappling in social media if you do not have a person dedicated to monitoring and update on a regular basis? If the answer is yes, how do you recommend this be done in a “small shop”?
Yes, set up your phone to post updates and have your messages set up to only notify you if someone comments or messages you. that way you know when you need to sign in to respond to something and can post updates on the go, you can also email photos to your profile on the go.
I would also recommend you use personal accounts to connect on a more personal level... much more likely to get the buy in for help or donations if there is an actual person asking. But offer more than just a need for donations, someone that cannot donate money might be able to donate their time.
Why is social media important? Can we get away with NOT using it?
Social media is important because it makes you and your organization approachable and can cause your followers to "take ownership" of your success. If you engage them and make them understand what you're doing and why in a non-spammy way... you're onto something.
It's too easy to "not" do it... Jump in, people can still talk about you if you aren't there... it's better if you can be part of that conversation. Remember it's not the number of fans you have, but how loyal they are to helping your cause!
What are the best tools/sites you recommend using and what is their specific purpose?
Hootesuite is worth a look, as is tweet deck. they both can help with both Facebook and Twitter.
I would also set up a google alert for your organization or topic, that way when an article is written about you or something related... you can post that relevant info from a 3rd party to your account.
Some other information that might be helpful regarding fundraising:
DonorDrive Constituent, donation and event management software for non-profits. Includes reporting and exporting capability, e-mail marketing, message forums, and more. It makes you request a demo, so I don't have any more info for you.
http://www.socialbrite.org/2010/05/28/19-tools-for-fundraising-with-social-media/
http://mashable.com/?s=fundraising
Square Allows you to accept payments via the square reader from android or apple devices. No contract, no monthly fees, competitive rates, completely mobile.
Eventbrite Helps promote, share and grow your events. Free for free events. Small fee if there is a cost, there are options to have your attendee pay the fee and you can also set up a donation option if someone wants to donate instead or on top of your event.
Animoto Apply for a FREE Pro Account at Animoto, they help you create dynamic videos quickly and easily from your photos and short video clips.
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