What to think about if you are an association or non-profit getting started with social media

The other day I facilitated a discussion for the Australian Associations Forum about how to get started with social media. I am not sure if the audience was disappointed because instead of talking about tools and technology, I took them right back to basics and asked them to think about some basic issues before launching into setting up a Facebook account etc:

• What is working and not working at the moment? 
• What do your membership want? 
• How can you use social media to build your membership? 
• What needs to change in your organisation to make social networking work?

Here is the presentation I gave.

Associations and social media from Sarah Stewart

http://www.slideshare.net/sarahs/associations-and-social-media

What other issues do you think associations and non-profits should think about when they start up with social media?