<img class="alignright" src="http://0.tqn.com/h/nonprofit/1/3/i/F/-/-/socialmediareciprocity.jpg" alt="Signs with various hand signals signifying reciprocity on social media." />
<p>When it comes to social media, we all talk a lot about growing our follower lists, expanding our reach, setting goals, and ROI.
<p>But social media should also build a sense of gratitude in us. When I find new friends, professsional resources, or wonderful examples of organizations and people doing good work, that always makes me happy and grateful. I want to help those folks achieve their goals. So I try to engage in reciprocity.
<p>Practicing reciprocal actions on our social networks is just the right thing to do. It also results in those favors being returned which does help us reach our social media goals. But, really, it can and maybe should also be something we just do because it's right and is part of being a responsible member of the social media universe.
<p>Maybe I'm thinking about this because I recently read a <a href="http://clk.about.com/?zi=1/1hc&zu=http://www.nytimes.com/2013/03/31/magazine/is-giving-the-secret-to-getting-ahead.html?smid=pl-share">New York Times article</a> about Adam Grant. Grant is a professor of organizational psychology, and is an "extreme giver" like some people are extreme athletes.
<p>Grant's new book is " <a href="http://clk.about.com/?zi=1/1hc&zu=http://www.amazon.com/Give-Take-Revolutionary-Approach-Success/dp/0670026557">Give and Take</a>." I'm pretty sure I could never match Grant's energy and will to help people, but the idea of that kind of giving resonated for me. It's not just about giving to get. It's also about doing nice stuff for and with others. Interestingly, that giving sets off a spiral of goodness. Reciprocity begets reciprocity. A lesson that great fundraisers know and practice very well.
<p>Anyway, here's what I've been doing lately to reciprocate for the interactions I experience on social media.
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<p>I've always thanked people who retweet my content, but lately I've gone beyond that. Now, when I send a thanking tweet, I also check out the Twitter page of that person or organization. I follow if I don't already. I also use the list of new followers that I receive from Twitter every day or so.
<p> I check out the person's website and go to their Facebook page if they have one and "like" it. I may subscribe to the organization's blog or newsletter if it looks interesting and helpful.
<p>And I do this irregardless of the number of followers that person or org has or their Klout score, or whether the name is a recognizable brand. After all, these actions should be not only reciprocal but fairly selfless. Otherwise their happiness and gratitude quotient, I'm guessing, won't be that great.
<p>I don't do this every time or even every day, but I try to pick out several retweeters or new followers for this gesture of reciprocity a few times a week. I do this during slow times, such as in the evenings or maybe on the weekends.
<p>I start with Twitter simply because that is where I'm most active. But you could start anywhere. On Google+, for instance, you could check out the people who have left a comment or given you a +1. On Facebook, pick out a couple of updates in your news feed and go check out those people on other social media or at their blogs.
<p>The idea is to go beyond just the usual reciprocal gesture to something that is deeper and more lasting. If you're following someone on one social network, why not do so on the others you frequent? It also helps spread the love around. Someone might have a pretty solid Twitter following but a dismal one on Facebook, or their Pinterest boards might open up another fabulous source for you.
<p>Just since I've been practicing this deeper engagement, I've found some really nice resources and people. For instance, thanking and then checking led me to <a href="http://clk.about.com/?zi=1/1hc&zu=http://bikestylespokane.com/about-the-quest/about-barb-chamberlain/">Barb Chamberlain's blog</a> who works in the biking movement. Her personal website led me to the <a href="http://clk.about.com/?zi=1/1hc&zu=http://bicyclealliance.org/"> Bicycle Alliance of Washington</a>. I hadn't really thought about the entire nonprofit biking sector at all. It opened up a whole new territory for me.
<p>Really, reciprocating can lead you down some interesting paths. That's why you may need to limit it to a handful of people or organizations per week.
<p>Will this pay off professionally? Frankly, I don't really care. I'm doing it because it makes me feel good. And it's just really interesting!
<p>What do you do to reciprocate on social media? Do you have any system? How does it apply to your supporters, such as volunteers and donors, on social media? Let me know in the comments.
<p><b>Read more:</b>
<ul>
<li><a href="http://clk.about.com/?zi=1/1hc&zu=http://nonprofit.about.com/od/socialmedia/a/The-Lazy-Persons-Guide-To-More-Social-Media-Action.htm">The Lazy Person's Guide to Social Media Management</a>
<li><a href="http://clk.about.com/?zi=1/1hc&zu=http://womeninbusiness.about.com/od/marketingpsychology/a/prineciprocity.htm">The Principle of Reciprocity and How it Applies to Business</a>
<li><a href="http://clk.about.com/?zi=1/1hc&zu=http://nonprofit.about.com/b/2012/02/20/a-receipt-is-not-a-thank-you-online-donors-vs-online-buyers.htm">A Receipt Is Not a Thank You: Online Donors vs Online Buyers</a>
</ul>
<p><i>Photo: Hiroshi Watanabe/Getty Images</i>
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