11 Qualities of an Effective Social-Media Manager

Be skeptical of the self-proclaimed social-media mavens, rock stars or experts who have no practical experience running, maintaining and building online communities around causes or nonprofit brands on social-networking sites.

8. Thinks like a journalist

Well-written, timely content is what drives the social Web. Old news is not share-, like- or retweet-worthy. Increasingly, nonprofit communicators and social-media practitioners need to consider themselves reporters for their causes and nonprofits — always listening, responding rapidly and sometimes even "Live! On location!" This is why blogging has become so central to a successful social-media strategy. It allows social-media managers to respond to breaking news by quickly and easily creating content that can be posted and shared by others on the social Web.