Engage With The World

The technological tools used for communication are constantly changing. Despite the fluid nature of social media, there are still specific structures and patterns that need to be understood in order for these tools to be utilized to their full potential. The Networked Nonprofit identified two main components of the social network. First are the nodes, which are people or organizations in the network. Connections between the nodes are called ties. Obviously, no social network is exactly identical. They come in numerous forms unique to the purpose they serve. All networks, however, are made up of strong ties with relatives and close friends and loose ties with friendly acquaintances and lighter connections. The most effective networks are made up of a combination of these relationships. Both strong and loose ties can be powerful when activated to support a cause. For this reason, it is important that a successful nonprofit look beyond its own workings to focus on the social networks inside and outside of the organization.

Social networks are developed by social media and can determine the extent of an organization’s relationships with the world. As access to the Internet increases, more thoughts and opinions are being shared on a daily basis. Organizations must be able to listen as well as demonstrate leadership in facilitating online conversations. Creating a positive social culture requires leaders to step out of their comfort zone and embrace technological progress. Passionate individuals who use social media on a personal level will find it easier to connect with an audience. Naturally, those who are in positions of authority may be reluctant to be open for fear of damaging brand image. To negate these fears, I recently learned in my persuasion class that credibility is increased when people identify with the speaker. If relevant to the persuasive goal, emphasizing areas of similarity can lead to greater persuasive success. In addition, liking of the source is related to trustworthiness. Nonprofit leaders who are personable with their target publics will validate the causes they promote. Of course, change is hard and there are apprehensions of being vulnerable that must be confronted in maintaining an online presence. While it is necessary to be transparent, ethical guidelines and rules of conduct should be followed when communicating on the World Wide Web. A good standard to uphold is not saying anything online that could not be said in a face-to-face context. Communicators must take responsibility for their words because whether spoken or posted in an update, they can be impossible to retract.

Building a strong social network by applying this knowledge is our goal for Safe Harbor and the Relationship Education Project (R.E.P.). Specifically, our objectives are to expand their online support by consistently updating their social media in a manner relevant to the target publics. Communicating through an online social network offers unlimited possibilities. With these thoughts in mind, it is so exciting to work on building the network opportunities for Safe Harbor and R.E.P. by using technology to engage with the world.