This Is Your Organization on Social Media

FS: How does this social-media strategy address the changing face of nonprofit work? What other channels are integrated into the effort?

JK: We look at social media from the perspective of content strategy and implementation. In other words, plans and objectives for the social-networking ecosystem (digital outposts and hosted networks) are driven by a multichannel marketing, communications and content strategy, which is designed to increase awareness about the disease of addiction and how people can help prevent, intervene and get help for loved ones in trouble with drugs or alcohol. We look to leverage and package content across channels per the strategy.