May 23, 2011

THE Boys & Girls Clubs of America, which traces its history back 150 years to civic-minded Connecticut women who wanted to help get impoverished boys off the streets, is turning to 21st-century social media, including Twitter, to garner support for its mission.

The organization wants to shed its “swim and gym” image and focus on its state-of-the-art technology offerings for students. Its principal supporters are mothers and other women, so it plans to appeal to them by holding its first Twitter party on Tuesday to spread word of its Club Tech centers, which provide computers, software and technology instruction.

To read the full story click here: http://www.nytimes.com/2011/05/24/business/media/24adco.html