Social media provides you a tremendous opportunity to listen to your nonprofit's constituents more easily than ever before.

You can use free tools like Google Alerts, TweetDeck, HootSuite and Seesmic to set up searches using your organizations name, and keywords of topics relating to your cause in order to identify conversations you should be participating in online.

Marcos also recommends that you track misspellings of your organization's name as well, especially if it's a unique name, or has letters that are easy to mistype.