Organizations that start up Twitter accounts simply to get their name recognized will quickly find that there’s a lot more to this social networking platform than they may have expected. While it is a great networking tool, it is utterly expansive. If you plan to follow thousands of people, then you might need to do some strategizing to figure out how you’ll have enough hours in the workday.

On the other hand, the opportunities are really quite huge for nonprofits. Sure, things are getting more and more competitive as Twitter continues to grow in popularity; but for those who are willing to put in some effort, the payoffs can be unexpected and wonderful. Consider the recent success of “Twestival.” In February of 2009, more than $250,000 was raised in a day, as in-person meet-ups were planned across the globe to take place on one day. The entire event was planned via Twitter, and the outpouring of interest (and cash) just proves the effectiveness of harnessing this platform for the greater good.

Of course, Twestival is just one creative thought brought to life. Maybe someone in your organization will have the next Big Idea.