Nonprofits and Social Networking

Weber Shandwick, a communications consulting firm, commissioned a survey of 200 nonprofit and foundation executive directors and communications officials last summer and they found that a majority of nonprofits are experimenting with social networking technology, but many are uncertain about its benefits to their organizations.

Nonprofits think that social networking technology is best at:

• raising awareness
• keeping external audiences engaged
• reducing communication costs
• reaching broad external audiences

They think it doesn't work as well when it comes to:

• supporting fundraising efforts
• connecting with hard-to-reach audiences such as donors, media, and policy makers

I wonder how this compares to corporate use of social networking technology?