Should all charities tweet? The question of whether or not to join the popular social media service Twitter is what Ken Goldstein is pondering this week on his Nonprofit Consultant Blog.

Twitter, which allows people to post very short messages of 140 characters or less (commonly called “tweets”) is rapidly gaining popularity among nonprofit organizations, who see it as a way to reach new groups of potential supporters.

Mr. Goldstein airs the common criticism of Twitter — its potential for vapidity — but notes that it is useful in spreading news more rapidly than traditional forms of communication.

While attesting to his personal enjoyment of Twitter, he cautions, “I have to say that it may not be the best choice for smaller organizations who don’t have staff dedicated to either outreach or public relations. This is because the best use of Twitter requires listening, as well as frequent posting. “

Organizations need to respond quickly to replies from other users, he writes. Otherwise, he says, “your use of Twitter could backfire. Rather than be seen as involved in the community and wanting two-way communication, you risk appearing out-of-touch or as putting yourself above your supporters.”

Groups with staff members whose jobs are dedicated to communications and who are familiar with social media, he writes, will find Twitter “a great way to connect with potential supporters, organize activities, and (yes) raise needed funds. But if Twitter is going to be an after-thought to an over-worked staffer who’s focus is elsewhere, it’s probably best to stick to traditional blogging for now. “

Does your organization use Twitter? Why or why not? Share your experience by clicking on the “comments” link.