About That First Tweet includes results from a survey of 186 small and medium-sized charities and social enterprises. Fifty-three per cent of those surveyed say they are not using social media effectively in fundraising and marketing.
The most popular social medium is Facebook, says the publication, with 75 per cent of organisations using it. Seventy per cent use Twitter, 37 per cent YouTube and 34 per cent LinkedIn.
According to the guide, the single biggest problem for smaller organisations is finding the time to use social media. Other challenges include a lack of understanding and skills, an inability to measure the return on investment and knowing what to say and when to say it.
"Many charities and social enterprises are not strategically using the free tools that are available online to broaden their audiences, spread their messages and, crucially, raise more funds to support the work they do," the guide says.
"Generally, we found that these organisations are not using social media as efficiently, effectively or strategically as they would like – not due to lack of desire, but rather lack of skills, time or understanding."
The guide contains information on how to identify the goals charities want to achieve, the audience they want to reach and the platforms they should communicate on. It also contains ideas for creating content and measuring whether they have been successful.