A lot has been written about using Web 2.0 and social media channels to communicate and share information. Both corporate and non-profit businesses alike can use these powerful online media effectively to have virtual conversations with their supporters, and spread the word about their mission.

With a mission to build community both offline (quarterly events) as well as online (email-based discussion group), the non-profit German-American Business Association of California (GABA-CA) Women in Business Industry Group is expanding its reach using social networking to create a professional-development community for international women in business.

Our mission is simple: the GABA WIB events are posted on Facebook, LinkedIn and miaplaza, where hundreds of community members can view, link to, and respond to the postings. And each quarterly event post follows best practices for using the Web to deliver our message:

1. Reflect the GABA-WIB mission in messaging. Address the distinctive needs and attributes of international working women in the Bay Area.

2. Make personal connections. Invite international working women to share their stories of personal and professional growth.

3. Build partnerships. Link to similar organizations, collaborate and engage in conversations on their group pages and blogs (i.e., Women 2.0, Women's Radio).

4. Make effective use of existing Web tools. Cross-post the events across the GABA networks on Facebook, LinkedIn and miaplaza.

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5. Learn from others. Other non-profit organizations are using Web 2.0 by tracking:

• The "nptech" tag on delicious, where all kinds of NPOs share the latest resources on nonprofit tech activities;
• Compumentor's NetSquared project that's dedicated to helping non-profits make the most of Web 2.0.

6. Stick with what works. Don't forget about the "old" social media tools which may be older than the Web itself, yet are still useful; with each event post we cross-market the "GABA Women in Business Listserv", which invites constituents to discuss specific issues they've experienced, network, share stories, and ask questions.

By using these social media marketing methods, we are boosting the effectiveness of the GABA-WIB programs and activities, and ultimately making a positive difference in the lives of our group members.

Do you have any useful tips about how to successfully engage a community online? Whether corporate or non-profit, share your successes, challenges, ideas, etc. in the "Comments" section below. We'd love to hear them!

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About the Author

Linda Cleary manages demand generation marketing programs at Lyris.

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