Although the targets of his comments were nonprofit leaders, TechSoup co-chief executive Daniel Ben-Horin's warning apply to any leader.

He told The Chronicle of Philanthropy, "Successful nonprofit players in the new media space will be those who figure out how to interface with the broad platforms like YouTube and Facebook by implementing campaigns that have both personal and organizational resonance. They're going to have to make hard calls about benefits versus costs and how much buzz you can take to the bank. They're also going ot have to figure out how to attract and retain and develop work forces of digital natives.

"Nonprofit leaders can't afford to be clueless about this new turf, but they can't really afford to get sucked into the mind-set of 'The Web's the answer.' What's the question? They have to understand the opportunity without being seduced by it.

"So much of what is happening on the Web now is happening because it can, not because it necessarily should. It's exciting, but it can be distracting."

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