Makin’ It on MySpace

Another example of successful social networking is the Humane Society of the United States. It excels at using MySpace, Facebook, YouTube, Change.org, Flickr, etc., to build its online brand in the era of Web 2.0 and also has been successful at using the sites for online fundraising — so much so that it just hired two full-time staffers to work these sites. The key is that nonprofits have to learn how to use the sites, and the person that manages these communities needs to enjoy social networking. Most nonprofits have a social-networking strategy that is haphazard, fractured and without support from the higher-ups in the organization.