A Primer
 on Social Media 
for 
Nonprofits

2. Make success someone's job.
Or at least make it an explicit part of someone's job! Treat social media like you would your other communication channels: Figure out where responsibility for your social-media programs should reside in your organization, and assign responsibility. Making an overt assignment (like you probably do with direct mail, e-mail, telemarketing, public relations and advertising) lets a person or group of people on your staff develop the focus, comprehensive view and skills needed to leverage these new techniques effectively.