Social media can’t do it all

The way some folks are talking, you’d think Twitter can leap tall buildings in a single bound; Facebook can stop a speeding locomotive. And both are soon to bury direct mail and even email as viable means of communication. Right.


We can all use a reality check about this shiny new thing, like you’ll find at 10 Things Social Media Can’t Do at BL Ochman’s blog.


Here’s some of what social media can’t do:



  1. Substitute for marketing strategy
  2. Succeed without top management buy-in
  3. Be viewed as a short-term project
  4. Produce meaningful, measurable results quickly
  5. Be done in-house by the vast majority of companies
  6. Provide a quick fix to the bottom line or a tarnished reputation
  7. Be done without a realistic budget
  8. Guarantee sales or influence
  9. Be done by “kids” who “understand social innately”
  10. Replace PR

And while we’re on the subject of social media, here’s a not-quite-safe-for-work video (the audio; the picture’s no problem) called The Social Media Guru.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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