101 Social Media Tactics for Nonprofits: A Field Guide

by Melanie Mathos, Chad Norman. John Wiley & Sons, Inc., 2012.
Large 101 social media tactics

Melanie Mathos and Chad Norman are public relations and communication professionals who see contemporary social media platforms as effective communication vehicles. That premise leads the authors to suggest that non-profit organizations, such as congregations, can use social media to help them communicate better and help them meet their goals. Mathos and Norman identify five goals - “Set-up, Communicate, Engage, Fundraise, and Measure”- and offer tactics, or action items, to meet those goals. A few of the tactics offered are as follows: branding social media accounts; connecting platforms; creating Wikipedia entries; livestreaming events; how to create “like” campaigns; how to measure recommendations received via social media; and how to construct a “listening dashboard.” Each tactic specifies what is needed to complete the tactic and includes instructions for implementation. Many of the entries highlight a non-profit that has used the tactic successfully. The content is well organized; the writing is clear. However, this is not a primer on social media. It is for those who already use social media and want some fresh ways to communicate and meet organizational goals.