I recently spoke at a social media round table with 40 or so non-profit executives a couple of weeks ago. I’ve had a couple of requests to post some of my discussion points on principles of social media. This isn’t the whole presentation but here are the 6 principles.
- Have a conversation
- Keep it real
- Authenticity
- Transparency
- Lack of control
- Get buy in from top management
These seem obvious to most of us that have been involved with public relations. It’s public relations 101 to know that a story can turn out any number of ways. The difference is the engagement approach, the speed of proliferation, and an escalated lack of control. The inherent power of social media is in the realm of influence. It’s a wiser approach than search optimization or search marketing because it’s about creating demand and being found. Social media is about demand creation.
Caption: Demand Creation at work. 
- Duncan Alney
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