We are frequently asked by reporters and marketers to comment on the role social media plays in nonprofits, especially those trying to attract paying audiences and donors. While we spend plenty of time on social media, and recognize its power in our increasingly digital world, we also have come to understand it’s another tool, not a silver bullet. If it is not paired with effective, thoughtful strategy, it’s a waste of time.

Just yesterday in a strategic planning session, a board member of a small nonprofit urged the group to begin using Twitter. Too quickly, the group agreed—until they asked for what purpose? Who was going to be the voice? And could that person write?

Social media takes time. It takes experimentation. It’s about engaging rather than promoting, and that takes a whole lot of time and skill. Above all, social media requires—yes, requires—meaningful content and excellent writing. Writers who can produce such quality content are much in demand, and will continue to be so as websites evolve into ever-changing open sources of information.