The Networked Nonprofit: Connecting with Social Media to Drive Change by Beth Kanter & Allison H. Fine Chapters 9 – 11 KEY CONCEPTS

The Networked Nonprofit: Connecting with Social Media to Drive Change by Beth Kanter & Allison H. Fine

Chapters 9 – 11

KEY CONCEPTS

Shelley Jane Graff 

*CHAPTER NINE—“What to Do as a Networked Nonprofit: Learning Loops” =

¦ PLANNING LEARNING LOOPS – “The Learning loops focus on measuring an organization’s use of social media.” (p. 125) =

S  “Picking a specific, narrow objective.  Identify a specific target audience for any effort…Who has the skills or expertise we need the most?  Who has the greatest influence in the network?” (p. 125-126)

S  “Designing low-cost, low-risk experiments.  Using social media lends itself to small inexpensive experiments as discussed in the previous chapter about microplanning.” (p. 126)

S  “Articulating key learning questions.  Organizations should articulate a few questions that they want to learn about their use of social media as their experiment unfolds.  Focus these questions on the effort’s immediate results, who is doing what using social media, and then find relevant metrics to track.” (p. 126)

¦ Comparison of activities using social media with traditional approaches (& their associates costs) =

S  SOCIAL MEDIA APPROACH:

¬ A) “Listening online” (p. 130)

¬ B) “Cultivating relationships with bloggers and reporters online that result in posts and stories” (p. 130)

¬ C) “Using free online services like Facebook or Twitter to announce an event” (p. 130)

¬ D) “Generating content that can be turned into a public service announcement” (p. 130)

¬ E) “Asking supporters to share news and information with their friends on social networking sites” (p. 130)

¬ F) “Using the organization’s blog, YouTube, Facebook, or Twitter presence to drive Web site traffic” (p. 130)

¬ G) “Acquiring e-mail addresses from people who share them via Twitter, blogs, or social networking profiles” (p. 130)

S  TRADITIONAL APPROACH:

¬ A) “Purchasing formal market research” (p. 130)

¬ B) “Hiring communications staff or a press agent to place stories in the mainstream media” (p. 130)

¬ C) “Placing an ad in a newspaper” (p. 130)

¬ D) “Producing your own PSA video content” (p. 130)

¬ E) “Disseminating information to the public through newsletters and press releases” (p. 130)

¬ F) “Buying Google ads and hiring a search engine optimization consultant” (p. 130)

¬ G) “Purchasing e-mail addresses” (p. 130)

*CHAPTER ELEVEN—“What to Do as a Networked Nonprofit: Governing Through Networks” =

³ Notion of Networked Governance -- “According to the P2P [i.e., Peer-to-Peer]Foundation, the key characteristics of these governance processes include”  =

v “Anticredentialism, the idea that anyone can participate regardless of their title or position.” (p. 157)

v “Collective choice systems, meaning that the group makes key decisions democratically.” (p. 157)

v “Communal validation, in which the products and choices of the group are open to public scrutiny and revision.” (p. 158)

v “Open development, which eschews closed doors and hiding places. The entire project is developed transparently.” (p. 158)