It thrilled me to see this local coverage attributing adoptions to social media: Social media helping homeless dogs and cats find new owners.
As I wrote about in my post on Purrfect Pals excellent use of Facebook, I believe that social media done well can make a direct impact to a not-for-profit’s goals. Even beyond adoptions, it can help develop advocates for your cause, increase your donor base, and develop community.
To be “done well”, I believe social media must be a key strategy in an organization’s plan, not simply an afterthought. In addition, keep it relevant to your audience(s) and look for ways to engage your community.