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Absolutely -- It's that whole "social media helps you be more helpful" mentality...when you choose the right medium, the possibilities are endless. Social media is about listening to the chatter and finding a way in which you can be of service...but social media is also about ways in which you can support the main cause - whether it's human rights, the environment, or whatever your non-profit is dedicated to. So yes, use social media to support your organizations internal objectives -- but don't forget to support the "greater scheme of things" objective, whatever it may be. Great post Beth!