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INTRODUCTION 3
SOCIAL MEDIA PLAN PRELUDE 5
SOCIAL MEDIA STRATEGIC PLAN 8
BASE EVALUATION CRITERIA 11 ON THE EFFICACY OF SOCIAL MEDIA TOOLS IMPLEMENTED BY SPMU-ICZM SOCIAL MEDIA CAMPAIGN 12 IMPLEMENTATION PLAN
CONCLUSION 13
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SOCIAL MEDIA PLAN – SPMU-ICZM, WEST BENGAL
INTRODUCTION
Social media can be defined as user-generated content on the internet. It’s created with
free or inexpensive technology, is easy to update, retrieved and can reach a niche audience
or millions in an interactive manner. One of the striking features of the content that is
available in the realm of social media will be user-generated videos, photos, animated clips
and audio. The content sharing and dissemination mechanism should be acclimatized and
open towards in accepting unfiltered comments from visitors. And as user-generated
content, it does away with controls associated with traditional media – and most of all, it
removes the need for big media. Using of social media tools has become an effective way to
expand reach, foster engagement, and increase public awareness pertaining to
environmental issues. Social media and other emerging communication technologies can
connect millions of voices with respect to Integrated Coastal Zone Management Project:
Increase the timely dissemination and potential impact of coastal hazards on people
living on the edges
Influence community networks to facilitate information sharing
Expand the reach to include broader, more diverse heterogeneous audiences residing
on the outlier areas of the state of West Bengal
Personalize and reinforce messages that can be more easily tailored or targeted to
particular stakeholders that are operating within the Integrated Coastal Zone
Management Project.
Facilitate interactive communication, linkages, and public engagement
Empower people to make decisions related to risk mitigation
The explosive growth over the past few years of online knowledge dissemination systems in
general and social media in particular has attracted the attention of specialists working in
the domain of developmental communication. Developmental communication considered to
be an important thread linking to a number of initiatives taken by SPMU-ICZM aimed at
eradicating socio-economic drawbacks of the coastal regions of West Bengal. It would be
imperative upon the SPMU-ICZM that through the usage of social media to establish
conducive environments for disseminating information; inducing behavior and social change
for cleaner and hygienic ways of living. Social media can be construed as an effective tool
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for supporting sustainable change in developmental operations by engaging key
stakeholders. A digitized world habited by digital humanities actually subscribes to the idea
of using social media as a component of developmental communication.
The exponential growth in social media that has been witnessed in recent times as people
increasingly got involved within it with the convergence of ICT. The crux of any social media
plan will be to know what to do, when to do it, how to do it and why. Without a social media
roadmap based on a logical series of steps it would not be possible to create a worthwhile
social media presence and community. Social media can be considered to be an ideal way in
supplementing the traditional methods of information dissemination where communities
establish associations, allegiances around content and ideas to be deliberated and debated
at extenso.
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Social Media Plan Prelude
SPMU-ICZM intends to have its own social media plan which is premised on the
following salient points:
Step 1: Drawing attention, participation and collaboration of the stakeholders
The objective here is to establish a mechanism through which attention of the major
stakeholders of the ICZM project can be drawn. Receiving attention of the netizens can only
be done by creating something interesting and valuable and then publishing it online for
free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a
Facebook page etc.
This explanation makes it clear that social media is much more than mere participation in
social networking sites but it is more of a collaborative approach. It requires a publisher of
written, audio and/or video content to be distributed in the web media. The focus will be to
build a community around that content. SPMU-ICZM is of the view that even though we are
operating mainly to cater to the needs of the people living at the subsistence level but
penetration of social media can’t be relegated to a non-consequential stage - thanks to the
revolution in the mobile technology where every single bit of information is disseminated
without any constrictions or restrictions in a cost effective and hassle –free manner.
Step 2: Consociation with social media tools
The second step is to become consociate with the essentials of each social media element.
That requires the stakeholders to know, understand and experience all of the following:
Social networking; publishing; photo sharing; audio; video; micro-blogging; live-casting;
virtual worlds; interpersonal communication technologies and an ever-growing array of
productivity applications.
Once the stake holders become familiar with each element in the social media ecosystem,
it’s worth taking time to consider the possible applications for each element in their
respective domain.
Step 3: Hands-on exploration and assessment of the social media tools
Hands-on training on the available social media tools of the stakeholders should be done
and also assessed to determine which of the social media tools cater to the maximalist point
with regards to knowledge dissemination and sensitization of the people residing in and
around of the coastal zones.
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Step 4: Discover the social media niche through SWOT analysis of the stakeholders
A SWOT analysis has to be done to assess the strengths and weaknesses of the potential
social media tool vis-à-vis the stakeholders in order to identify the right social media niche
for the ICZM Project. Effort should be on start building a community around the people who
share the same interests and having the same didactic inclinations. The community may be
local, regional or national or it may be global.
Step 5: Ensuring social media success
The successful operationalization of the social media ecosystem depends heavily on the
publisher of content relating to the areas of interest or expertise. These can be done once
the undernoted components are deliberated and calibrated with the objective of the ICZM
Project:-
a>Audience: The target audience plays a critical role in buzzing the social media site.
Identification of the target audience and connecting with them through an interactive mode
will have to be stressed upon. This requires in delineating the behavioural manner; cultural
lineages, attitudes; values; beliefs; needs and preferences of the target audience.
The objective would be in establishing a select group of dedicated people proficient or
inclined to use social media tools for building community networks for the purpose of
dissemination of knowledge related to coastal habitats and hazards too.
b>Competition: The measurement of success in social media circles is the number of hits
per second and hence a realistic assessment should be done about the state of the
competitive social networking communities. The comparative analysis will focus on how the
said social media tool has been explored and to what extent.
c>Concept: Conceptualization and visualization of the content should propel around the
perspective of the prospective users and not something impressed upon from outside. In
the initial phase it is the quality of content that someway influences the commensuration of
the process of community building.
Step 6: Creating social media strategic plan
There should not be any gung-ho approach in implementing the social media tools because
it would not be prudent to implement a host of social media tools and then keep track of
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them. However the following points should be considered before implementing any social
media plan:-
Are the stakeholders likely to be online? It may be noted that even though a sizeable
number of people visited the web but that doesn’t correlates anything with public
awareness. Hence the entire social media strategy should be devised in such a way that
fructifies the objective of ICZM – West Bengal.
The SPMU-ICZM has to cogitate to what extent it will allow adverse comments posted by the
users. Platforms like blogs and videos generally provide the space that allow for negative
comments and opinions.
Are there any yard sticks to measure the results or some kind of quantification of the
results?
Whether there will be any mechanism to alter and modify the social media plan?
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Social Media Strategic Plan for ICZM Project West Bengal Goals
Build awareness
Strengthen relationships with stakeholders
Better understanding of the ultimate beneficiaries
Improve quick response system
Identify new concepts and ideas for capacity building
Increase web site traffic
Drive traffic to the events organized by ICZM- West Bengal
Audience Analysis
Demographic Analysis
Is the target audience homogeneous or heterogeneous? What are subtle
points of differences among the target audience?
What is the average age of the target audience?
What is the socio –economic status of the target audience? Whether the
nature of audience is cosmopolitan, rural, semi-rural etc.?
What are the occupational patterns that are represented in my reading
audience?
What ethic, racial and cultural groups are represented in my reading
audience?
Personality Analysis
What kind of content that the target audience desired to navigate through the
social media sites dealing with ICZM – West Bengal?
What will be the stakeholder’s attitude while they browse the social media
sites developed by the ICZM project?
What will motivate the potential users to glue over the content published by
ICZM – West Bengal?
What biases or preconceived ideas might the target audience will have about
ICZM Project?
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Knowledge Analysis
How much does the target audience know about the broad objectives of the
ICZM Project?
What kind of new information would be shared with the target audience
without any kind of cognitive overload?
SPMU –ICZM has identified initially the following list of stakeholders who can come
under the ambit of ICZM social media community:
SPMU-ICZM staff
Members of other SPMU’s , NPMU and World Bank
PEA’s staff
Elected representatives
Government functionaries working in that area
Community leaders, social workers, students, community mobilizers operating
in and around the project area
Community Building
Building a community for the ICZM Project –West Bengal component is of paramount
importance. The ICZM Project will have dedicated staff for maintaining a community,
creating content, and tracking the audience responses to a particular issues pertain to ICZM
Project. The entrusted staff will maintain a log book and a reporting structure to entire
sequence of information that is being created and collaborated for the ICZM project.
Information Architecture and Design
The information architecture and content design with the aid of social media tools should be
done in a calibrated manner. What kind of media assets should be created and digitization
of content would be done in coherence with the interface and interaction pattern of the
respective social media sites. Information architecture and design includes campaign
messaging, visual content design, copywriting, authoring of various media assets and the
seeding of the content on the various social media web sites in a continuous and seamless
manner. The ICZM Project has decided to include the following social media tools:-
Listening Tool – Google Reader
Blogs- eblogger, blogspot, WordPress
Micro-blogging-Twitter, Tumblr
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Mobile Blogging – Utterz
Social Profile- Facebook
Online video –Youtube, Vimeo
Photo-sharing-Flickr, photobucket, Picasa, Zooomr
Presentation sharing- slideshare ,slideboom, slideserve, powershow
Business Profile – LinkedIn
Shared Documents – Google Docs
Wikis - Wikipedia
Document Publishing Sites-Scribd, docstoc, docshare
Discussion Group Services-Google Groups, Yahoo Groups
One-page website- Squidoo
Social networking and personal communication portal - Yahoo 360°
Integration tool - Ping.fm, HootSuite
Analytics/metrics tool of social media - PostRank, Radian6
Computation of Plan of Actions Based on a Sequenced Timeline
The success of Social media plan depend lot on the framework of time dimension that is
being project in a realistic manner. The SPMU –ICZM has compounded the following list of
items which consumes a significant amount of time and hence any forecast should include
the time lags also:-
Opening up of accounts on Facebook, LinkedIn, Twitter, YouTube etc.
Search and establish contacts with the existing communities of the potential target
audience on the main social media sites listed above.
What will be the tentative time that will be required to train the stakeholders with
the primary functionalities of the above mentioned social media sites? SPMU–ICZM
has to make a realistic assessment on the pedagogical aspect of information
dissemination considering the fact that this project includes stakeholders
representing varying clusters which hitherto represents different ways of livelihood
for sustaining themselves. Hence the learning curve of the stakeholders vis a vis the
technology, semantics, and culture of the various social media sites.
The sequence of social media sites that will be updated which is highly correlated
with the type of digital assets that will be created and managed
Time needed for communicating with each of the online communities that will be
created
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Base Evaluation Criteria on the Efficacy of Social Media Tools Implemented By SPMU-ICZM
O Videos viewed
O Uploads (e.g. images, videos)
O Poll votes
O Messages sent (e.g. Bulletins, Updates, Emails)
O Invites sent
O Comments posted
O Topics
O Number of Group Members or Fans
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Social Media Campaign Implementation Plan
Social Media Technologies and Platforms
The selection of social media technologies lot depends on the physical infrastructure
that the SPMU_ICZM will afford to have been at the client side or that remote end.
The resources may be licensed or may be in rental mode. Technological constraint
may come heavily if there is a bandwidth limitation then downloading and uploading
of video assets will be full of glitches where even the streaming media can’t serve
the purpose. Usage of open source applications and platforms will be an effective
solution to contain the investment expenditure on technologies and platform.
Content Development
The content development propels on the type of authoring packages that are being
used to integrate and assimilate the various media elements that being generated in
due course of time in order to package the entire content into a self-contained unit.
The content and digital asset generation and production should be sustained in tune
with social listening. SPMU-ICZM will have a dedicated staff for content creation e.g.
copywriter, video and audio editor, animator, graphics designer etc. Intense use of
social media leads to hike in cost component and higher budgetary outlays in
education & training, mass sensitization programs cobbled with administrative costs
related to administration of the various social media sites that will be implemented in
the ICZM Project.
Content Delivery and Evaluation
Content delivery in the realm of social media will be mostly in the cyber world. Hence
all the video, audio graphic assets should be optimized before uploading into the
respective social media sites. Evaluation of the social media sites upon which the
content of ICZM – West Bengal will be hosted will be tracked and monitored through
media metrics in order to measure the market penetration or at least the level of
responsiveness from the stakeholders.
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Conclusion
Emergence of social media and consequent adaptation of it in is actually thawing the
process of evolving an organizational structure which should be more participatory,
conciliatory and conflict resolution oriented.
Social media can’t be a panacea to any kind of communication jitters to an organization
which inherits the legacy structure of any governmental administrative mechanism.
However it can be construed without an iota of doubt that social media entails some kind of
open structure coupled with new cultural initiatives in order to support, collaborate, adopt
integrate for bolstering the capacity building process and transform the ICZM Project into a
developmental model which can be replicated in future. To sum up it can be stated the
usage of social media here in this project come as handy tool to open another
communication channel which may contribute to service improvements or efficiencies,
stakeholder’s advocacy, etc.
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