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WhatIsSocialMedia?
Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.
“ ”BethKanter
WhySocialMedia?• Peopletrusteachothermorethanyourorganiza.on
• “There’saconversa.onalreadygoingon.Don’tyouwanttobeapartofit?”
• Enablepeopletospreadyourmessageforyou• Getfeedback• Improvesearchengineresults• Domorewithless;achieveresultsinexpensively• Engagemedia(newspaper,TV,Internet)• Reachayoungeraudienceof“digitalna.ves”
Markets are conversations…the human voice is the music we have always listened for, and still best understand.
“ ”TheCluetrainManifesto
HowSocialMedia?
• Understandyourmessage• Understandyouraudience– Whoarethey?
– Whataretheydoingwithsocialmedia?
• Developastrategy• Choosetoolsthatfitmessage/audience/strategy.
Listening
• Knowingwhatisbeingsaidonlineaboutyourorganiza.onandthefieldyouworkin
• Why?– BeMerserveyourtargetaudiencebyknowingwhatthey'resayingtoothersandtoyou.
– Respondtoand/orengagecri.cs– Stayabreastofthelatestdevelopmentinyourareaofwork
It’s about conversations, and the best communicators start as the best listeners.
“ ”
BrianSolis,SocialMediaManifesto
TypesofSocialMedia
Forums,Chat,MailingList
Discuss
Photo/VideoGallery,
Bookmarks,FileSharing
Share
Blog,Microblog,Feeds,Wiki
Publish
OnlinePolls,UserProfiles
Collaborate
SocialNetworks
BrandAwareness
Blogs101
• Blogs:Websitesthatareeasytoupdatewith“posts”
• Publishbriefar.clesaboutyourselectedtopiconaconsistentbasis
• Newar.clesappearatthetop• Readersmayleaveacomment
• UserscansubscribetoyourpostsviaRSS
Publish
TypesofBlogs
• Ins$tu$onalInfo:distributenewsaboutorg• AggregateContent:distributenewsrelatedtocontent/missionoforg
• CommunityContent:takecontent/issueandopenituptocommunityinput
• SpecializedContent:exhibi.on,sub‐speciality,orevent
• PersonalVoice:individualorsmallpanelofstaffofferpersonalcommentaryaboutorg
Publish
BlogDos&Don’ts
• Pickatopicandbepassionateaboutit• Ensureins.tu.onalreadiness• Makesurethereareresourcestopost,andcreateastrategyforregularpos.ngs
• Respectcopyrightandfairuse.Citesources.• Findoutwhoelseisbloggingonthetopic.Read,know,andreferencethemifappropriate
• Don’tovercopy‐edit.Itdoesn’thavetobeperfect.
• Listentocommentsandtocommunitypulse
Publish
Microblogging101
• Short‐formcontentcreatedusingsocialtoolsthatbroadcasttext,voice,images,orvideototargetedWebandmobilecommuni.es
• Characterizedasnextgenera.onchat
Collaborate
Microblogging101
• Friends/followersupdatestatus,askques.ons,postlinks&informa.on
• Running.melineofthoseyoufollow
• Newsbreaksfirst,e.g.Californiaearthquake,Minnesotabridgecollapse
Collaborate
MicrobloggingDos&Don’ts
• Join,par.cipateandlearnaboutthesocialnetworkbeforelaunchingorganiza.onalpresence
• Besincere,transparentandoffercontentinteres.ngtoyouraudience
• Pos.ngtoomanyselfservingmessagesisconsideredspam,notconversa.on
Collaborate
SocialNetworks101
• SocialNetworkingsitesallowpeopletoconnectwithfriends,family,andcolleagues
• Sharemedia,informa.on,andcommunicate
BrandAwareness
FacebookCausesMySpaceImpact
• Causes:AFacebookapplica.onthatconnectspeoplewithcausestheyareinterestedin,andletsthemdonatefunds.
• Impact:MySpace’shubforsocialandcivicengagement– sendmassmessages– engageinviralmarke.ng– fundraiseandallowyoursupporterstofundraiseonyourbehalf
– hostvideo,audio,andothercontent– facilitateconversa.onsanddialogueviaforums&groups– safelyandsecurelyreachawideaudience
BrandAwareness
SocialNetworkDos&Don’ts
• Lookatobjec.vesandresources• Targetaudiences• Thinkaboutmul.‐channelefforts
• UseSocialNetworkingsitesfortheSOCIALaspect
• Joinandpar.cipateasamemberbeforeestablishingforyourorganiza.on
BrandAwareness
Podcas.ng101
• Determinewhatyourmemberswanthearfromyou
• Keywordspeoplesearchthatleadsthemtoyoursite
• Establishaconsistentschedule• Promotepodcastthroughdistributors(iTunes,etc),blogs,TwiMer,etc.
Collaborate
Podcas.ngDos&Don’ts
• Findyourniche• Planyourcontent
• Promote,promote,promote
• Offersomethingofvalue(personality,specialinterest,exper.se)
Collaborate
Widgets101
• HTMLcodesnippetsthatcanbeinsertedintoanywebsiteorblog.
• Publishyourcontentelsewhere,republishothers’contentonyoursite– Figureoutwhatpeoplecometoyoursitefor,andletthemtakeitaway
– Sharerelevantcontentfromotherswithyouraudience
Collaborate
BenefitsofWidgets
• Easytouse,don'tneedtechnicalskills• Canhelpyouextendorenhancetheconversa.ononyourblog
• Canhelpyou"listen"bygatheringfeedbackandotherinforma.onfromyourblogreaders
• Canhelpyoueasilylinktoothersites,content,orindividuals
• Canhelpmakeyourblogmore"findable”• Theyarelotsoffun
Collaborate
WidgetDosandDon’ts
• Widgetsareappropriateifyouhavecontentandsocialstrategytosupportthem
• Matchwidgetswithyouraudience– Ex.BrooklynMuseum&Flickr
Collaborate
Video101
• Whereareyourmembersviewing?• Whatcreatesthemostimpact(live
streaming,sneakpeakofupcomingevent,behindthescenetour)?
• Decidewhatproduc.onqualityisappropriate
• Regularscheduleoroccasionalposts
Collaborate