One book I have been really impressed with lately is 101 Social Media Tactics for Nonprofits: A Field Guide by Melanie Mathos and Chad Norman. The authors make the assumption that you have already devised your social media strategy, and point out that their book isn’t intended to be one about strategy. Having said that they do offer a very simple four-step approach based on the POST method:
1. People – where are your constituents engaging and how can you best reach them?
2. Objectives – What do you want to accomplish?
3. Strategy – What do you want things to look like when you’re done?
4. Technology – How are you going to get there?
The book is organised around 5 sections – Setup, Communicate, Engage, Fundraise and Measure. Within these sections there are a number of individual tactics. For instance under Communicate, tactic 34 is Add events to your Facebook page while under Measure, tactic 99 is Create a Social Media Listening Dashboard. Then for each tactic there is extremely practical advice around What You Need, How to Do It and A Closer Look (which gives more specific detailed advice about tactics). Practical real-life examples from non-profits are also included. There is also an accompanying website detailing new case studies and tactics.
All in all, this is one of the most practical and user-friendly books on social media I have come across!