Social marketing is a natural fit for many nonprofits, says nonprofit blogger Beth Kanter -- but they can't just cut and paste the strategies used by commercial marketers. Nonprofits have a mission that goes beyond simply dollars and cents, so it's important for nonprofit social-media managers to figure out what outcomes they're expecting from their campaigns. "There are both tangible and intangible results that can be realized through an effective social-media strategy," Kanter says.

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