Control is an illusion

Nonprofits are just as uptight as for-profits about controlling the message and their brand. This is why a lot of nonprofits are reluctant to enter the world of social media — loss of control. But the reality is that you never had control in the first place. People are going to talk about you whether you’re part of the conversation or not. And if they’re not talking about you, well, maybe you have a bigger problem if you’re trying to raise awareness of your cause.

Whether you’re a nonprofit, a for-profit, a government organization or just a plain old person, I think things go a lot easier when you give up the illusion of control. Once you stop trying to control everything that’s said about you, you can fully participate in the conversation. You can be a better listener. You can respond thoughtfully to stakeholders. You can build respect and community. You can adapt to a constantly changing world and create a place for yourself in it. This is true for both the social web and the real world, by the way.

Mashable recently published an article titled “A Control Freak’s Guide to Social Influence,” which touches on these issues and suggests some ways to let go of the control illusion. Even though it mentions brands, it’s a must-read for any organization hoping to dive into social media. Nonprofits have brands too, you know!