Nonprofits Ahead of For-Profits in the Use of Social Media

While we're on the subject of museums and social media, there is quite a buzz going around the Internet about a new study done by the UMass Center for Marketing Research that found that nonprofits are ahead of the for-profit world when it comes to the use of social media! Many people are finding this surprising, though I'm not exactly sure why: after all, social media is by-and-large comprised of free tools. For-profit companies can focus on multi-million dollar ad campaigns, but for nonprofits, social media could be seen as an answer to a prayer.

For more commentary on the study, check out:

Katya's Non-Profit Marketing Blog
and
Beth Kanter's post on the Net Squared blog.