… or at least that’s my theory.
I think it would be very interesting to take a truly random sample of nonprofits (any ideas on a good methodology?), and do some online research to find out how many of these nonprofits are actually being talked about “organically” online.
My bet: under 10%.
This thought occurred to me because so many social media consultants seem to be saying something to the effect of, “Hey people are talking about you online whether you want them to or not.” With the implied followup, “So you’d best hire me to help you figure out how to listen and engage.” I’m not so sure.