This happens a lot. Too much, in fact:
I find a Twitter account for a subject in which I am very interested. I look at who the account follows, so I can see other, related accounts on the subject. Instead, I see a long list of celebrities that whomever the social media manager follows: movie stars, athletes, bands, reality show celebrities, etc. Sometimes, I even see the account follows adult entertainment stars and highly-controversial political figures. And I wonder: how much time does this social media manager spend on Twitter doing what personally interests them rather than activities that benefit the organization?
It’s not just what you post on social media that sends a message about your organization: it’s also who you follow, what you “like”, what you retweet, etc.
The accounts that your Twitter account follows should be related to your organization’s mission or subjects your organization needs updates about, such as nonprofit financial management, corporate social responsibility, volunteer management, etc.
This isn’t to say your organization can’t follow a celebrity via its social media accounts. If a celebrity is vocal in supporting the issue that is central to your nonprofit’s mission and posts about such frequently, by all means, like that celebrity’s posts that relate to that – in fact, leverage them: reply to and retweet their messages with your own organization’s congratulations or point of view.
This isn’t to say your organization shouldn’t follow a politician: you absolutely should follow your area’s elected officials, even if you don’t agree with them, because what they do can affect your organization and clients. And again, reply to their posts, even if you disagree with them, if your message relates to what your organization tries to do as a part of its mission.
If a social media manager reports to you, you need to be supervising them! You do that by:
- Following your organization’s account on Twitter via your own, personal Twitter account – an account you never, ever have to use to post anything at all – and reading that account regularly, certainly every week
- Following your organization’s account on Facebook and reading the posts regularly
- Asking how many people are coming to events or activities as a result of social media posts (and if they say they don’t know, tell them they need to start finding out)
- Asking how many people engage with the organization’s social media (comment, ask questions, etc.), not just how many people “like” a social media post
- Asking what the manager is doing to attract new followers on social media
- Asking for an overview of who is following the organization on social media. People interested in attending events or obtaining services? Elected officials? Other area organizations?
- Asking the social media manager to break down by percentage the categories posts might fall into: posts that are about marketing activities, posts that are about attracting donors, posts that are about promoting the organization’s accomplishments, posts meant to educate regarding the organization’s cause, etc. If 50% of posts are asking for money, should this be reduced, and the number of posts about accomplishments be increased?
- Asking the manager how he or she engages with other accounts on their feeds: what posts are they “liking” or commenting on, and have those interactions lead to anything – new followers, questions, criticisms, etc.
On a related note: please put the FULL name of your organization in your Twitter description, not your mission statement! I don’t want the only way to find you on Twitter to be to look on your web site – most people just give up rather than trying to hunt you down.

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Also see:
- 14 (was 13) things you do to annoy me on social media
- Daily, Mandatory, Minimal Tasks for Nonprofits on Facebook & Twitter
- Nonprofits & NGOs: you MUST give people a way to donate online
- The importance of Twitter lists
- The awesome power of tweet tags
- Why I won’t follow you on Twitter
- The dark side of the Internet for mission-based organizations
- Measuring social media success? You’re probably doing it wrong.
- Evaluating Online Activities: Online Action Should Create & Support Offline Action
- Volunteers can help you reach more people on Facebook
- How to handle online criticism of your organization.
- Snapchat’s Potential Power for Social Good – with REAL examples.
- Stages of Maturity in Nonprofit Orgs Using Online Services.
- How Not-for-Profit and Public Sector Agencies REALLY Use Online Technologies
- Could a Twitter exchange lead to change in a Kentucky nonprofit law?
- Police: use social media to invite community participation, show compassion
- How do international NGOs use Twitter?
- What nonprofit & government agencies “get” FaceBook?
- Subscribe to these Twitter lists – or recommend additions
- Addressing criticism, misinformation & hate speech online
- Social media: cutting both ways since the 1990s
- Basic Press Outreach for Mission-Based Organizations

According to this story from National Public Radio
Late last year, I did an all-day training for a state fish and wildlife department – a government agency – about how to better engage volunteers: how to better design tasks for a variety of volunteers, to better support volunteers, to better track what they are doing and to recruit – not just recruiting volunteers to get tasks done, but also to recruit in order to reach a variety of communities and people. The people I taught were a mix of biologists and long-time volunteer leaders who had never had training in volunteer management.
You represent a nonprofit. Or a local government citizens committee or board. Or an activist group.
The 
The next time you see a glowing article about or an interview with a woman who has started her own initiative or nonprofit in the town or neighborhood where she lives, or who is running for office, or who is leading a fight against some polluter or oppressor in her area, no matter what country it’s happening in, consider what this woman is probably dealing with that isn’t talked about in the article: vicious, constant personal attacks and criticisms.
But some people didn’t like her success. A small minority of participants provided constant public and private criticism of how she moderated and facilitated activities and how she reinforced the goals of the project, and rarely was the criticism constructive. People who violated the project’s policies – policies that are in writing and about which regular reminders are sent – were angry when they were gently reprimanded, even if that reprimand happened well behind the scenes, discreetly. They were furious when their actions, in violation of the written policies, lead them to being blocked from further participation. The founder received personal insults via direct message and text, like the one posted next to this paragraph (it’s one of the milder ones, actually). At least one person created a fake account on Facebook and posted outrageous messages, trying to make people think it was the group founder. At least three rival projects were launched by disgruntled former participants – all failed after just a few weeks or months. But that tiny, vocal, persistent minority and their constant insults and attacks finally did her in: after four years, she resigned her role as project owner and manager, not because she thought the project needed fresh leadership, not because there were people who had demonstrated that they were ready to take over, but because, emotionally, she just couldn’t take the belittling and abusive comments anymore. It will now be up to the remaining volunteers to keep the project going. And maybe the project will continue. But what I’m worried about is that she’s probably going to continue to be targeted for comments by people in any endeavor she undertakes in this small town because she DARED to lead.
Budapest, Hungary is one of my very favorite cities, and not just because I think it has the BEST FOOD IN THE WORLD. Budapest has what I consider the perfect mix of gorgeous history all around and vibrant new ideas from its young people. It feels unique and ancient while also feeling bold and progressive. It’s an energy that both preserves what’s best about a community or country (history, architecture, environment, the arts, etc.) and helps it prosper and move forward, particularly in times of great economic and cultural change.
There are enough resources in our region, via nonprofits and communities of faith – charity – for anyone who is homeless, who has an addiction or has mental issues to get the help they need. All someone needs to do to get help is to contact those organizations.
There are lots of obstacles that can stand in the way of human, community and institutional development, aid and relief efforts, or government health initiatives, or even elections. But there is one obstacle that, until recently, rarely got discussed: widespread misunderstanding and myth-spreading.