硅谷的非营利社会媒体战略地图工作坊
去年11月，我有幸成为由100家硅谷非营利组织组成的工作坊的主讲之一。该工作坊由Compasspoint组织，并且得到了美国大卫与露西·派克德基金会的大力支持。工作坊24小时爆满，此外还有很多人在等待。所以我们今天为候补的65个人安排了一场额外培训。
这个工作坊的工作基本上由小团队完成。这次，我尝试使用了更小规模的团队—6个参赛者对阵8到10个。结果，效果看起来更好。
我喜欢采用“同伴分享”的方式，这样大家得以与房间内的其他人互相汇报情况。这有助于人们整理消化他们学到的东西。我作为主持人的最大问题是从同伴分享的角色中回到整个团队中。我过去经常打铃。但是由于大家吵吵闹闹，铃声并不能引起每个人的注意。
在Compasspoint设计并且组织了很多次非营利培训的Nelson Layag告诉我一个秘密杀手锏。他建议说，一开始就告诉大家如果看到我举起手来，他们也举起手来。这一招很管用。
我尝试使用的另一招是让大家积极聆听游戏当中的报告，并且提出他们可能采用的好主意。这个想法来自于Shiree Teng。我将有幸在一个延长了的团队训练中与她共事。
最重要的主题不是“如何找到时间？”而是一个更加微妙的问题。如何把社会媒体融入到一个人的工作中去？如何管理社会媒体？
以下是一些个人想法：
实习生：关于使用实习生，肯定众说纷纭。毫无疑问，为人诟病之处在于招募一个擅长技术的实习生，直接把关于社会媒体的东西一股脑儿的推给他们去做。这个主意很糟糕。Jeremiah Owyang有一些好建议，可以帮助实习生融入整个团队，这样他们便可以了解整体状况。另外，实习生可以帮助决策者了解团队。如果你选择使用实习生，Kivi Leroux Miller可以给你一些让实习生参与社会媒体项目的建议。而且，如果你想找到一份不错的实习生工作描述和招聘办法，你可以参考出自北加利福尼亚州美国公民自由协会的帖子。
免费工作：Seth Godin不久之前发了一个帖子，介绍使用实习生和免费工人之间的区别。免费工人指的是那些失业或者半失业，希望充实自己的简历的人们。
给予粉丝更多权利：你可以扩充社会媒体团队，而无需招聘新人。Andy Sernovitz将会告诉你如何做到这一点。
带薪员工：让全职员工负责社会媒体工作的非营利组织并不多。尽管我尚未看到任何整个非营利行业范围内进行的研究，然而确实有一些关于社会媒体为剧场和管弦乐队安置员工的数据。对那些有能力发现社会媒体人才的组织来说，以下是David Armano给出的一些好建议以及工作描述里应该写的事项。我看到的情况通常是非营利组织面前摆放着一份工作描述，试图把社会媒体的责任融入到一份需要承担其他责任的工作中去。
你有哪些将社会媒体工作纳入非营利组织的资源或是建议呢？
来源：Beth Kanter，February 02, 2010， http://beth.typepad.com/beths_blog/2010/02/nonprofit-social-media-strategy-map-workshop-in-silicon-valley.html
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本文标题：硅谷的非营利社会媒体战略地图工作坊
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