3 Social-Media Must-Haves (and 1 Common Mistake)

“Unfortunately, the truth of the matter is as much as social media is an important channel, it’s also easy to click a 'like' button and join a fan group, but a fan group add does not mean that you’re really a fan of the product,” he says.

The key is to distinguish the real-life fans — the people who actually support your organization, donate, volunteer; people who talk about you and bring in more donors — from the number of overall Facebook fans and Twitter followers. It’s great that you have 50,000 Twitter followers, but how many of them actually support your cause and spread the message? Those are the people you really want to engage and target.