You probably already know that with social media, there are many conversations going on about your organization that you have no control over.  Yes, you can use tools such as TweetDeck to monitor and participate in these conversations.  But you are responsible for making sure that everyone at your nonprofit is adequately prepared to speak about your cause.  Whether or not they’re in your communications department, all staff members have opportunities to promote your organization on the web, by talking with friends and colleagues and by what they choose to communicate in their outgoing emails (e.g. what they include in their signature).  Make sure you:

• hire people who are enthusiastic about your mission
• take the time to explain to new staff on what your organization is really about (beyond what’s on the website)
• ask staff what they understand your focus to be (it may not be what you think)
• encourage cross-departmental meetings so employees learn more than what’s going on in their group
• provide ‘talking points’ on major organization initiatives and programs

I’ve said in the past that everyone on your staff should be concerned about fundraising.  Well, that applies to communications too; everyone who works at your nonprofit represents an opportunity to spread the word about your good work.  Make the most of it.