There’s little question that social media is growing in popularity and becoming more of a mainstream activity. According to a November 2011 study by the Pew Internet & American Life Project, 66% of adult Internet users are using a social networking site, up from 30% in 2008. Although there’s a seemingly limitless potential for nonprofit organizations to tap into that online audience, the ability to engage successfully with the audience remains limited based on an organization’s social media strategy.
