You have just put your finger on the most valuable commodity online.
Eyeballs are what you have. Eyeballs are what the social media companies are selling. Facebook is famous for selling you to brands, and now Twitter is getting into the act. They will stick ads anywhere they can to offer more viewers to their advertisers.
That’s how they make money.
Nonprofit organizations have a different reason for being. If you work at a nonprofit, you are trying to accomplish a mission. Money may be a means to the end, but it is not an end in itself.
Nonprofits shouldn’t be in the eyeball business. We should aim to be heard.
We should be telling stories so well that people continue to hear them all day, inside their heads. We should be getting our readers to talk about us with their friends.
One person who “gets it” because they read your blog, post, or tweet is worth a hundred who just saw it.