Choices

I was doing an interview with a writer for the NonProfit Times the other day about how my organization uses social networking to build awareness and further the reach of our campaigns. He asked me what criteria we use for posting content via Twitter and Facebook.

Criteria? I asked.

He continued on to ask if we had a set method of evaluating what to push out through social networks, and what's our approval process - who makes the final decision.

Funny, it never occurred to me to have a set of criteria or decide by committee. I had that sudden panic; "Oh god! Should we get one?" For a minute I ruminated that it is what you are supposed to do, but that feels so, well...formal to me - the antithesis of social community spirit.

But it hit me: when I decide to post content to my personal pages, I tend to post things that blow me away, piss me off, or make me green with envy at their cleverness. I don't have a criteria and I definitely don't consult a committee.

So when I am posting things to my organization's pages, I go with my gut - and so do my co-workers who also post to our pages. It has to be a story that makes me feel something. Sadness, relief, joy, anger. And it has to presented in a way that makes me want to read it.

This is where so many nonprofits and retailers fail miserably. Just providing the title of an article with a link doesn't really do it for me. You have to sell it. Tell me why I should read your post in 140 characters or less. Remind me that you are a human being posting this content and not some RSS robot.

"Was having a hectic day...but this story reminded me why I work here" makes me intrigued. "Read this story this morning and I can't stop thinking about this girl" is another one I would read.

Yes, yes, there are limits and exceptions to everything. Don't overshare, of course. They don't need to know that you "definitely didn't need that last glass of red wine last night." Don't air your nonprofit's dirty laundry. Don't say super-controversial things unless they are part of your mission shtick, like PETA or HRC. There is a line - I just can't tell you where the hell it is. You need to figure that one out on your own.

Be genuine. Be real. You aren't just posting content for a faceless, nameless mass. They are people - so are you - and in most cases, so are those that your mission serves. Keep that in mind and write like that.