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There has been a great push to use online media for the greater good… but not everyone succeeds. While there are many reasons for that good not happening, a larger reason for the failure is attributed to the fact that people just don’t get it. So when we heard about Claire Diaz Ortiz, who leads social innovation, philanthropy, and causes at Twitter, was gearing up to publish her book, Twitter For Good, we thought about asking her where most people go wrong…

And in case you’re wondering why we’re so thrilled about this particular author and book, it’s because a lot of us had the opportunity to interact with her via Skype during the recent Network! Pakistan’s 1st Intl Social Media Summit.

Here are a few questions we asked Claire:

The biggest problem with Twitter is that organizations that are actually doing the work, can’t get through all the noise and get themselves heard â€" What advice would you give them?

Getting heard is really just about identifying a potentially small (at first) list of individuals you want to hear you. If you target specific influencers (or donors, or supporters), Twitter can help you improve those relationships to help others provide word of mouth marketing for you.

Markets like Pakistan, where Social Media is so new, Twitter doesn’t seem to be the ‘opinion influencer’ that it is in many other developed markets. At what point do tweets begin to make the much-needed difference that are being talked about?
Honestly one of the biggest wins for organizations using Twitter is the relationships they develop. Hence, mass opinion sway I see as less important than genuine 1:1 interactions with influencers, supporters, past and future donors. Even if only a small percentage of your desired audience is using the platform, you can still turn those relationships into bigger wins.

What do most Non-Profits do wrong in trying to use Twitter? Share of the no-no’s?
Many non-profits jump on Twitter expecting 2 things a) that the whole world will automatically care what their saying, and b) that Twitter is an easier way to ask donors for $. It’s not. As in the real world, quality content is what makes people care about your cause, and relationships are key to true fundraising.

As an author, what kind of ROI are you expecting from the book?
My greatest hope is that this will not only encourage organizations to log on and use Twitter if they’re not already, but to really think about how they can use it better and then implement some of my ideas;)

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