Mission comes first with new technology

Our featured book for July is a must-read for all nonprofit executives: Managing Technology to Meet Your Mission: A Strategic Guide for Nonprofit Leaders, edited by Holly Ross, Katrin Verclas and Alison Levine (Jossey-Bass, 2009). Whether you are struggling with how to manage the technology you have or how to effectively utilize online communications, this book gives you the information you need to understand the key technologies in your organization.
Everyone is talking about Facebook and Twitter these days – but are these online social networks really the best technologies for your organization? That question addresses one of the key themes that appear throughout this book: Mission first. Regardless of which aspect of your organization’s use of technology you are addressing, you have to first ask yourself, “Will this help us meet our mission better?” If the answer is no, then your money and time are better spent elsewhere.
Which brings me back to Facebook and Twitter: How are organizations using these two social networks to get their word out about their mission? How much time is staff spending on these sites? It would be interesting to hear from people who have had great success Facebooking and Twittering, as well as from those who haven’t.

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