Two contrasting reads for non-profit advocates—the first on how to maximize the power of social media, the second on its limitations and how to overcome them:

http://www.mrss.com/lab/social-media-calisthenics/?utm_source=newpost&utm_medium=emaildigest&utm_campaign=Lab

http://us2.campaign-archive2.com/?u=c87567fd5e29a27672b8bdea0&id=1db4e1c30d&e=a65529f911