Internal Vs. External Tools: Determining the Best Approach to Social-Media Marketing

A June 2009 study from the University of Massachusetts Dartmouth’s Center for Marketing Research found that 89 percent of nonprofits are using some form of social media, and these organizations now are outpacing businesses and even academic institutions in their adoption of social-networking tools. With more than 400 Web sites and tools out there, according to research conducted by David Nour, managing partner of consulting firm The Nour Group Inc., how do nonprofits and associations know where to start? How do they to determine what components fit into their social-media marketing strategy? This article will offer some information on internal versus external social media tools and how organizations can take advantage of them, to maximize their marketing efforts.