Introduction 1

Part 1. New Media Requires a New Way of Thinking 4

Part 2. Four Strategic Questions for Organizational Leaders 6

  Question 1. Who Is the Audience You Wish to Reach? 6

  Question 2. What Is Your Mission in Using New Media? 12

  Question 3. Who Is Already Shaping Your Space—and How Should That Affect Your Strategy? 16

  Question 4. Which Method of Content Creation Works Best for Your Goals? 24

Part 3. Tactics and Tips 32

  Tip 1. Showcase Personalities More Than Institutions 32

  Tip 2. Focus on Emotions and Aesthetics 32

  Tip 3. Build Networks Across Creators and Communities to Amplify, Endorse, and Cross-Pollinate 36

  Tip 4. Mix Online with Offline Engagement 37

  Tip 5. Turn Passive Followers into Organizers with Agency 37

  Tip 6. Message Test in Real Time via Audience, Not Formal Studies 37

  Tip 7. Post Frequent Content, Not Perfect Pieces 38

  Tip 8. Save and Repurpose Content 39

  Tip 9. Fight Back Against Online Attacks 39

  Tip 10. Do No Harm 40

Part 4. For Philanthropists 42

  Five Tips for Funding in the New Media Space 42

  Metrics and Evaluation 44

Conclusion 46

Notes 47