AMA Social Media Presentation

2009 Copyrighted material

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2Social Media: Mission Possible

What is Social Media?

A place to share ideas, thoughts/opinions,

photos, introduce new products, company

news, breaking news, information about

special events, etc., in a web-based connected

community

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What Types of Social Media Are Out There?

The canvas for Social Media keeps growing.

The most popular ones are:

•Facebook

•Twitter

•Yammer

•You Tube

•Blogs

•Linked In

Projections are already being made for what Web 3.0 looks like. Because the canvas keeps

changing, it is important that you familiarize yourself with at least the basic functions of

each type of social media.

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Elements of Social Media

•Social Media should ALWAYS support and reinforce

the Mission of Your Organization

• Your Organization MUST have a clear reason why

you are using Social Media (what is your goal and

what do you hope to gain)

•Who are you connecting to your Social Media

community and how do you find them?

The decision to do social media really should begin with the mission of your organization.

You must ask yourself the important questions: Are we ready for this? Is our audience

ready for this? And when the answer is yes and you have a clear reason of why you want to

use social media, you are ready to begin the next steps of moving forward.

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How American Heart Association is using Social

Media:

A tool for making companies and organizations

more productive through the exchange of short

frequent answers to one simple question: 'What

are you working on?’

A social utility that helps people

communicate more efficiently with

their friends, family and co-workers.

In considering where to begin, do you want to start internally or externally? With

Facebook, do you want to build a cause page or a fan page? Who will update it and how

often will it be updated? Remember also that Facebook happens in real time. You can and

should make updates daily. Keep in mind that you can make updated via your cell phone

(Blackberry, iPhone, etc.). You can upload pictures from your event as it happens and give

snippets of what’s happening on the scene. You can also add video or link video to the

page. Yammer is an internal tool and is akin to Twitter in that it asks “What are You Doing

or What are You Working On? It is a “right now” medium and the level of engagement is

immediate. Communication happens as soon as you enter your question or answer and hit

submit. A response is less than five minutes away.

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Media:

Say it quick, succinctly and in 140 characters

or less; you can lead and follow others on any

given topic; done in real time

Don’t think of social media as an alternative to what you are already doing; rather look at it

as a complement to what you are doing. Consider the audience in its totality – your

colleagues, sponsors, donors, volunteers AND your media partners. Think about the benefit

to all involved and how it helps to further carry the message of your organization’s mission.

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Media:

Go Red For Women

Campaign

Visit www.goredforwomen.org to see more

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•Launched Feb.

2008

•400 Stories in the

First Month

•Women told their

personal stories of

heart disease,

lifestyle changes,

choosing to live

healthy, etc.

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Red About You Blog

•Connects “real

survivors” to the

community

•Shares health stats,

recipes, and life-

saving information

•Registers women

for the GRFW

Campaign

About this site: Real survivors write and submit their stories. We have a “filter” or

“gatekeeper” policy in place. The stories are submitted to our On-line Communications

Director. She reads through them before posting to ensure that there is noting that

conflicts or interferes with the mission or message of American Heart Association. I

recommend that you build a “filter” process so that someone within the organization bears

the responsibility of “fact checking” before anything gets posted.

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Grammy-Award winning Gospel Artist

Kirk Franklin is featured on our Power To

End Stroke blog; links directly to his website

This is a blogsite that was developed for the South Central Affiliate. View it at

fightofourlife.blogspot.com. This site targets the African American community and allows

for volunteers, Power to End Stroke ambassadors, etc. to connect. The site includes video

uploads from events as well as music videos of Kirk Franklin. We also built a component

into this site, where people could download information packets in order to participate in

our Gospel Choir auditions. This site ended up being viewed by persons from around the

country – not just our targeted audience of Arkansas, Texas, Oklahoma and New Mexico.

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Media:

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•Reinforces the

Mission of AHA

(build healthier

lives free of

cardiovascular

diseases)

•Provides life-

saving

information

Utilizing Facebook to help “save lives” ties us back to the mission of the organization. By

having CPR training video on the site, we are able to reach people right where they are and

share life-saving information. “Minnie Anne” is the face of the page and we link this to

other documents and websites. Remember to include your sponsors and donors and give

them an opportunity to receive exposure on your social media sites. Of course, make sure

that you get their permission before uploading any information that might be considered

“internal use” only. Encourage them to allow you to upload video and pictures from their

events, to your Facebook page.

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•Reinforces the

Mission of AHA

(build healthier

lives free of

cardiovascular

diseases)

•Fundraising

Tool

Facebook is a great fundraising tool. You already have a database of friends at your

fingertips. If you add the “goal” widget to your site, you are making a “soft donation ask”

to people who know and trust you. Because Facebook is viral and your friends’ friends can

view your page, you have just widened your community to even more people that you can

engage. These are people who might not want to donate to an unknown site, but would be

more willing to make a donation because they trust the Facebook page and they can

donate without pressure – just by you having the widget on your page.

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*1, 607 people

are fans of this

page

Think of how many “users” or “neighbors” in your community this is; think of the potential

to fundraise; it is a viral tool where people keep adding friends or you can add yourself

through a search (like looking through the classifieds for an estate sale, you have a

particular something that you want to find, and it leads you to this page

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Media:

YAMMER (Internal Social Media)

•What Are You Working On?

•Connects Colleagues within the

Organization

•Allows You to Be a Resource to

Your Co-Workers

This is a great place to start for “internal” social media networking; it is “work approved”

web use. It’s akin to “work Twitter” because of the concept of asking “What are you

working on?” It is a great way to learn more about the people in your organization

especially if you have multiple offices state-wide or nation-wide.

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If your organization has offices throughout the state or beyond, Yammer is a great way to

connect to other colleagues that you might not ever have the chance to meet otherwise;

saves on training (in some areas) because someone within the organization can walk you

through ‘step-by-step’ on how to do something; and it creates a real sense of purpose and

allows your skills to be elevated especially when you can share a “how-to” with your

colleagues; a big plus is that it gets the attention of management and they see additional

skills that you have that may not necessarily be related to your job function

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•Anyone in the

organization

can use it (from

top-level

management

to admin

associates

This is a great way to engage your employees if you are the CEO or other top-level

management. You can learn more about what they are doing and even offer suggestions. It

is private. It can only be viewed by employees who have the same email extension as you.

(i.e. [email protected])

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•Sparks

conversation

•Helps you find

answers to

work-related

questions

•Creates

connections

Can virtually meet another employee in a matter of minutes; can learn more about the

organization; can share ideas that lead to executed steps

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To Tweet or Not to Tweet…that is the question

Be careful what you “tweet for” because once it’s out there, it’s out there – the good, the

bad and the ugly (i.e. World Stroke Day – we all changed our avatars with a compelling

picture that said “dial 9-1-1”; it made people stop and read the warning signs of a stroke;

the bad is if you incorrectly post a statistic and it gets picked up by media; the ugly is when

a prominent person is heard saying something newsworthy and it is quickly tweeted for all

to read

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*2, 536

followers

Tweet on “icon days” or when you have press conferences or other major events; tweets

often get picked up by media who are following you

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www.chrisyates11.com;

courtesy of Huddle Productions

Go to: http://chrisyates11.com/page/2/ to play the 45-second video; courtesy of Huddle

Productions

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Ask the Tough Questions about Social Media:

1. What’s my starting place? (talk to IT dept; decide

which is best for your organization; internal vs.

external; have guidelines/user policies)

2. Who will manage and make updates?

3. What will be shared on the site? (remember it

should reinforce your mission)

4. Is the information relevant? (is it useful; what is it

doing for the community)

5. How do I measure the outcomes?

When talking to IT, find out if you have firewall protection or “page restrictions” that might

not allow you to access some pages. Also find out if you have the latest Adobe software

like Flash or the ability to upload and view videos. Make sure that you and your team sit

down and talk through what is acceptable “social media” usage and how much time should

be spent on this at work. Consider also who is allowed to do social media at work and how

it will be used. Once you launch a social media site, updates should be made at least every

other day. If people come to your site and don’t see fresh information after a couple of

days, you might lose them as a visitor to your neighborhood. When it comes to measuring

outcomes, may sites have the following information on their administrator page: number

of users, how many times viewed, geographical reach (i.e. 20 people from Denton, 1

person from San Francisco, 2 people from Australia viewed your page); also you can see

how many “fans” are connected to your community and you can create groups within the

community based on who you are targeting for specific events.

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For More Information about Social Media:

www.johnhaydon.com

www.beth.typepad.com (Beth Kanter)

www.newvoicesforresearch.com

www.chrisyates11.com

www.mashable.com

www.socialbrite.com

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[email protected] * 214. 712. 1321 * 2009 copyrightPermission for use by Abilene Public Relations Organization granted

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Education

AMA Social Media Presentation