Friends, Fans & Followers: using social media in the

voluntary sector

Workshop Aims

•  to gain a better understanding of basic social media tools and their uses

•  to consider their benefits and limitations

•  to reflect on the most appropriate tools for us

What is Social Media?

•  “A group of Internet-based applications […] that allow the creation and exchange of user-generated content” (Andreas Kaplan and Michael Haenlein)

•  Online platforms that allow people to communicate and share

•  Creating online communities, united by a common interest (e.g. photography – Flickr) or by a common means of communicating (e.g. short updates – Twitter)

•  Used by individuals and organisations

The Key Questions

•  WHY are we undertaking this activity?

•  WHO do we want to communicate with?

•  WHAT are we going to share or show?

•  HOW should we do this? (e.g. what’s the most appropriate tool?)

WHY might we use social media?

To interact with our audiences

To gather feedback and comments

To meet users ‘where they are’ – an online platform that’s familiar to them

We might seem more approachable…

To build a loyal following e.g. Facebook ‘fans’, Twitter ‘followers’

To drive traffic to our websites / create feeds for our websites

To encourage fan recommendation and sharing of our information

WHO could we interact with?

‘Half of the population of the UK are Facebook members’ Daily Mail report, May 2013

24.5% of Facebook users are aged 18-24 25.5% are 25-34 Fanalyzer website, June 2013

‘The 25-34, 35-44 and 45-54 age groups each make up around 20% of the Twitter population’

‘Twitter’s user base is getting younger, while Facebook’s is getting older’

80% of the 10 million UK ‘tweeters’ access Twitter on their mobiles 2013 study by Twitter & Compete

WHAT could we share with them?

News and updates

Photos and film clips

Invitations to events or groups

Requests for help, feedback or promotion

Success stories

Competitions and polls

Links to websites or other info

HOW do we go about it?!

FACEBOOK ‘a social utility that connects people with friends and others who work, study and live around them’

TWITTER ‘find out what’s happening, right now, with the people and organizations you care about’

FLICKR ‘an online photo management and sharing application’

YOUTUBE ‘share your videos with friends, family, and the world’

BLOGGING ‘a discussion or informational site published on the web’

Facebook

Exercise: Successful or not?

•  WHO – who do you think the sites are intended for?

•  WHAT – do they give you a sense of what the organization does?

•  WHY - do they communicate why you might be interested?

•  Do they encourage you to ACT or do something?

•  What do you like and dislike about them?

Exercise: Benefits & Limitations

Which social media tools are most appropriate for you?

Key Questions Revisited!

•  WHY are you using social media?

•  WHO do you want to reach?

•  WHAT do you want to use it for?

•  WHICH social media tool (or tools) are the most appropriate?

What are you going to do next?

Rachel Clarke, Communications & Press Coordinator rachel.clarke@kwmc.org.uk