One of the challenges with social media most cited in my interactions with nonprofit professionals and in the Marts & Lundy social media challenges survey is convincing executive leadership of social media’s importance.

So why should nonprofits - and their leaders - care about social media?

Here's a quick list of reasons why nonprofits should care about social media:

Show the human side of an organization or institution. Let followers know that "Joe" or "Jane" is the voice behind your social presence... not an ivory tower. For example, you can visit San Diego State's Twitter account and see that Greg Block is the wizard behind the curtain:

Promote your media on other channels, such as your YouTube channel, your blog, your photo collections and your general website. Here's an example from Boston University:

You have the ability to listen and "eavesdrop" - Social channels allow you to see what your constituents say about you, your peers and your competitors.

Supply the tools and resources for your followers and fans to promote you in their own words.  Here are two examples from fans of United States Artists:

Build your case for support through posts and conversations.

Provide stewardship and illustrate impact to the donors you couldn't previously afford to steward. Here's an example of Chicago's Adler Planetarium using visitors to its Deep Space Adventure to illustrate the impact of the museum, which also builds the case for support and provides constituents an opportunity to promote Adler.

When the timing, case and infrastructure are in place, you can ask for support and drive donations, as well as ask others to make appeals on your behalf.  Here's a recent ask from Nothing But Nets:

Hopefully these thoughts will help any naysayers realize social media is well worth a nonprofit's time.  If not, let me know and I'll convince them otherwise!  Do you have other benefits or thoughts to share on this topic?  Please comment and share your insights!