More tips on using Social Networking Sites for your Nonprofit

This article from the Nonprofit Times gives some good advice about a nonprofit's social networking strategy. In particular:

• It is important to use these tools as an avenue for communication - make sure someone responds to messages, both positive and (especially) negative.
• Remember to integrate your message and campaigns over all channels (traditional - direct mail - as well as email and social networking) wherever possible

Check out the article for more tips.

Do you have any Social Networking tips? What's worked? What hasn't?