Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service strategic communications, public relations and public affairs consultancy for non-profits and associations. Find him online at www.actionstrategies.ca and on Twitter at @markbuzan.

Social media can be an exciting or scary prospect for nonprofits and association executives. Carrying on an effective strategy is a crucial requirement if an organization is to form a wide base of popularity for its cause and create a true online community. But with thousands of social networks available, how are you to know which ones will best advance your cause?

If you are on the leading edge, you are on Facebook, and maybe even have experimented with YouTube. But is all of this giving you exposure? Are you actually being contact by media? And how are you doing in your search engine rankings? There are many strategies required of an effective social media relations campaign. In undertaking your campaign, you need to consider the following: Are you effectively:

• Establishing the required “push” versus “pull” marketing tactics that will increase your online fan base?
• Linking your current offline marketing techniques with effective online marketing techniques?
• Determining who should speak for your organization on social media sites?
• Developing an Anchor and Outpost strategy that can significantly increase your exposure and your search engine ranking?
• Determining which PR sites you should join and which you should not?
• Do you know how to use social bookmarking to leverage your efforts even further?

Social media is not a one-size fits all response. It requires thoughtful consideration. What strategies are you undertaking?

If you interested in magnifying your organization’s online presence in social networks, I’m hosting a free Webinar Nov. 24 at 1 p.m. ET, on “Yes, Non-Profits CAN Build an Energized Fan Base through Social Media!” Rregister by visiting: http://socialmediafornonprofits.eventbrite.com.

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• Social media revenue: Which platform brings in more for you?