Some social media branding issues are unique to nonprofits. There is an ongoing debate on whether it is better to centralize or decentralize your marketing online, and the answer depends on which strategy will be a better fit for your organization. The National Wildlife Federation (NWF) is an example of one organization which is taking a decentralized approach to online branding by creating individual program sites. These include a Ranger Rick site, a Green Hour and a campus ecology program. This may dilute the overall NWF brand to an extent, but the organization believes that the approach encourages users to be more engaged with the specific programs that interest them and that helps the brand indirectly. The NPCA, on the other hand, preferred to pursue a centralized approach to branding to avoid brand confusion online. They do this by ensuring that the NPCA logo is on all their sites and they don’t allow program managers to establish microsites or even Facebook Pages.
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