We used to take a couple of weeks envisioning, writing up, making up, and issuing a newsletter for a charity we worked for. Now we could accomplish effective charitable outreach via social media on a continuous-flow basis. Charities should be as conscious of the appeal of social media outlets like Twitter and Facebook as any other organization, maybe more so. Abe Jackson, Jr. provides some pointers on the Everything PR blog. Abe's a communications student and a car-lover.
Social media sites, Abe notes, allow an organization's personality to be reflected. "Social media sites such as Facebook and Twitter allow for real-time and real life conversations and connections to be made –- as opposed to a business website for an organization, for instance, a social media presence allows organizations to talk to supporters who are sharing their thoughts and beliefs." The crusty director of a women's shelter we worked for would have projected well on Twitter, for instance.
But like any other form of PR, social media for charitable outreach require a prior plan, steadiness, and patience. Stick with your aims, once you spend a fair amount of quality time figuring out what they are and how you're likely to achieve them on social media. Of course, you've got to be familiar with the SM outlets themselves, so plunge in on your own, before launching your organization's presence.
As flashy as it can be, the web is as much a step-by-step scene as any other venue. Planning and stick-to-itiveness matter.