While catching up on status updates, I couldn't help but notice that a nonprofit leader was only checking into Facebook long enough to post a notice about their events. Then they were gone. And mind you, it's a struggling entity which is desperately trying to maintain relevance.
There are those who claim they are not on Facebook much as a point of pride, a way of declaring they are too important or above 'wasting' their time there. Some valid points there regarding time management, but there is no pride to be had by any organisation of 21st century consequence which is not engaged on Facebook, Twitter, and LinkedIn as a bare minimum. It is by sharing and engaging with fans and members that potential donors and supporters are created. Don't just show up occasionally to spam them about an event you're hosting. Talk to them! Share a bit. Provide useful industry-related information. Even lighten up and post something interesting but slightly off-topic (but not too often). Then they will care enough about you and your entity to participate.
I have said as much to clients who still don't get it and continue to struggle. Others do and immediately jump in to experience great rewards.
Whether you hire a social media professional, highly skilled intern, consultant, organisation volunteer, or do it yourself ... understand that it is the quality of your engagement which counts.