There are so many social networks out there. How do you know where to begin how much time you should be devoting to them? I've seen so many NGOs ask their "techie" to sign them up for all the social networks they can find. They have accounts on social networks I've never even heard of! Of course, they haven't used any of them, just not knowing where to start.

Smashing Magazine is a useful resource for web developers. The points raised in their article on best practices for non profit websites, though a few years old, are still valid and important.