Today we will try to answer these questions…

1. What is (and what isn’t) social media (SoMe)?

2. How can we use SoMe to better communicate with your audience?

3. How much time does SoMe take to use?

4. Should we be using SoMe?

5. How much is this “SoMe” thing going to cost us?

6. Isn’t SoMe just a waste of staff time and a distraction from our core mission?

Where are you on the spectrum?

Web 1.0 is all about “you”

Web 2.0 is all about “we”

Web 3.0 is the future of web interaction.

http://www.youtube.com/watch?v=bsNcjya56v8

Social media is…

Social media is…

Content

Social media is…

Content

RELATIONSHIPS

Social media is…

Content

RELATIONSHIPSMulti-Media

Social media is…

Content

RELATIONSHIPSMulti-Media

Pertinent

Social media is…

Content

RELATIONSHIPSMulti-Media

Pertinent

FUN!

Social media is…

Content

RELATIONSHIPSMulti-Media

Pertinent

FUN!NOT GOING AWAY

Social media is…

Content

RELATIONSHIPSMulti-Media

Pertinent

FUN!NOT GOING AWAY

GROWING

Social media is…

Content

RELATIONSHIPSMulti-Media

Pertinent

FUN!NOT GOING AWAY

GROWING

SOCIAL

“The real value of social media is that it exponentially leverages word-of-mouth.”

Source: John Hayden, Marketing Consultant

So why is Social Media important to us?

Did You Know 4.0

http://www.youtube.com/watch?v=6ILQrUrEWe8

The Social Media Landscape

http://www.alchemyinteractive.co.uk/online_marketing/social_media_marketing.php

Source: Universal McCain Comparative Study on Social Media Trends (March 2008)

Key Social Platforms

• Blogs – online journals or diaries hosted on a Website and often distributed to other sites or readers using RSS (see below)

• Podcasts – audio or video recordings – multimedia form of a blog or other content. They are often distributed through an aggregator, such as iTunes.

• RSS (Really Simple Syndication) allows people to subscribe to online distributions of news, blogs, podcasts, or other information.

• Social Networking – systems that allow members of a specific site to learn about other members’ skills, talents, knowledge, or preferences.

• Wikis – systems for collaborative publishing that allow many authors to contribute to an online document or discussion.

Source: How Businesses are using Web 2.0: A McKinsey Global Survey (2007)

Key Social Platforms• Micro-blogging- A micro-blog differs from a traditional blog, in that the

entry could consist of nothing but a short sentence fragment, or an image or embedded video.*

• Widgets- a stand-alone application that can be embedded into third party sites by any user on a page where they have rights of authorship (e.g.. a webpage, blog, or profile on a social media site).*

• Photo-sharing- Websites that provide a way to store, sort, search and share your photos online. ^

• Video-sharing- Websites where users can distribute their video clips. User generated sites mostly offer free services whereby users can upload video clips and share it with the masses.*

*Source: Wikipedia-http://en.wikipedia.org/wiki/Micro_blogging, http://en.wikipedia.org/wiki/Micro_blogging,

http://en.wikipedia.org/wiki/List_of_video_hosting_websites ^Source: Flickr- http://www.flickr.com/help/general

Key Social Platforms• Message boards- an electronic forum for individuals with similar interests

to exchange ideas, post questions, offer answers, or offer help on relevant subjects

• Chat Rooms- websites where a number of users can communicate in real time (typically one dedicated to a particular topic)

Source: http://home.earthlink.net/~ddstuhlman/defin1.htmSource: http://wordnetweb.princeton.edu/perl/webwn?s=chat%20room

Source:http://bit.ly/9NBmcc

Where are

you?

Where do you want

to be?

Thoughts to ponder…

1. What are your organization's goals for SoMe?

2. Who is your audience?3. Give your audience a reason to participate!4. It’s NOT about numbers!5. Don’t go it alone!

Source: StreamingCREATIVE (2010): http://streamingcreative.wordpress.com/2010/03/29/the-million-dollar-question/

1. What are your organization's goals for SoMe?

– Listen

1. What are your organization's goals for SoMe?

– Listen– Connect

1. What are your organization's goals for SoMe?

– Listen– Connect– Collaborate

1. What are your organization's goals for SoMe?

– Listen– Connect– Collaborate– Communicate

1. What are your organization's goals for SoMe?

– Listen– Connect– Collaborate– Communicate– Network

1. What are your organization's goals for SoMe?

– Listen– Connect– Collaborate– Communicate– Network– Learn

1. What are your organization's goals for SoMe?

– Listen– Connect– Collaborate– Communicate– Network– Learn– Publish

1. What are your organization's goals for SoMe?

– Listen– Connect– Collaborate– Communicate– Network– Learn– Publish– Share

2. Who will you be trying to connect to? – Colleagues– Parents – Students (middle school, high school, college)– Policy Makers– Community– Potential Donors

3. Give your audience a reason to participate!

Know Your Audience!

Source: LaDonna Coy

Source: LaDonna Coy

• What are these groups already paying attention to?

3. Give your audience a reason to participate!

4. It’s Not About Numbers…

• The goal is to engage people in your target audience

• It’s better to have 20 engaged key members as fans or followers, rather than 5,000 who are inactive

• It IS about making people aware of your online presence and connecting with them in ways that are educational, informative, interactive, and enjoyable

5. Don’t Go It Alone!

• Social media is best as a collaborative experience

• Draw on the knowledge and expertise of those in your office, organization, coalition, etc…

• However, it can’t be faked, outsourced, or done ill-intentioned

Thoughts to ponder…

• What do you have to say?– Do you just want people to pay attention to what

you are up to?

Thoughts to ponder…

• What do you have to say?– Do you just want people to pay attention to what

you are up to?– Do you have a message developed?

Thoughts to ponder…

• What do you have to say?– Do you just want people to pay attention to what

you are up to?– Do you have a message developed?– Are you looking for feedback on a service or

product?

Thoughts to ponder…

• What do you have to say?– Do you just want people to pay attention to what

you are up to?– Do you have a message developed?– Are you looking for feedback on a service or

product?– Have you already created some media (PSAs,

documentaries, podcasts)?

Thoughts to ponder…

• What do you have to say?– Do you just want people to pay attention to what

you are up to?– Do you have a message developed?– Are you looking for feedback on a service or

product?– Have you already created some media (PSAs,

documentaries, podcasts)?– Are you looking for help crafting an effective

prevention message?

Search… Discover… Listen…

• What information is already out there…– On your organization?– On your area of interest?

Setting Alerts

Managing Alerts

• Real-time search for user-generated media (including weblogs) by tag or keyword. Also provides popularity indexes.

PageRank

• A method (patented by Google) to determine the importance of contents on a webpage indexed by a search engine

51% of social network users have 2 or more online profiles

Savvy social network users are on more than one SoMe site

Source: Pew Internet & American Life Report (January 2009)

Source: Pew Internet & American Life Report (January 2009)

Source: Universal McCain Comparative Study on Social Media Trends (March 2008)

Social Media Options/Tools

• Social Networks– Facebook– Myspace– LinkedIn www.linkedin.com

Facebook’s Main Page

http://www.facebook.com/

Example of a Group’s Page

http://www.facebook.com/pages/edit/?id=340383004922#!/pages/Parenting-Awareness-Michigan/344643609571

Another Example

http://www.facebook.com/pages/edit/?id=340383004922#!/pages/Prevention-Network-Michigan/340383004922

MySpace’s Main Page

http://www.myspace.com/

Wikis

Easy SetupGet started with your wiki in under a minute. Just create an account and wiki and you can begin working. Start editing your page immediately or watch one of our tours to learn to add text and images to your page, change your permission settings, and more.

Easily Collaborate with OthersInvite people to your wiki with our invitation system and begin collaborating right away. Or set up accounts for your students or colleagues in bulk and have their accounts ready for them. Discussion Forums

We provide discussion forums for each wiki page. You can change your settings to have just one discussion for your entire wiki or turn them off completely.

Public, Protected, or Private WikisDetermine who can access your wiki by setting your wiki permissions. Make it open to the public, protected from editing by non-members, or completely private.

Social Bookmarks

• Similar to “Favorites,” social bookmarking is a method for cataloging, organizing, and sharing your favorite websites/online resources

RSS Readers

Google Reader Home Page

Searching The Feeds

Blogs

SubscribeHere!

Podcasts

Photo-sharing

Flickr Success Story!

Oxfam America created a Flickr Photo Petition to advocate that Starbucks allow poor Ethiopian coffee farmers the opportunity to make more profits.

Source: http://www.oxfamamerica.org/articles/starbucks-campaign-anatomy-of-a-win\

Video-sharing

You Tube’s Home page

http://www.youtube.com/

You Tube Example

http://www.youtube.com/watch?v=UIr-JYJ32p8

Vimeo’s Home page

http://vimeo.com/

Vimeo Example

http://vimeo.com/6675552

Where Do We Start?

• Consider existing social media use guidelines (or create one if needed)– Will your group, organization, agency, etc. need

approval to use social media at work?– What are some examples?

Lansing Schools L.I.N.K. Social Media project guidelines The intent of social media is to share information with multiple users and invite on-line and in-real-life interactions. The goal is to turn our message into the community’s message, to get others interacting with our point-of-view and messages. As such, there will be instances where others’ interaction or responses to our messages will be negative, critical, or contrary to our group’s beliefs. When these comments are posted, our goal is to stick to our message or point-of-view and understand that not all users will share our beliefs. In these instances, it is our intent to share our beliefs in a positive, respectful way. If you have any hesitation about whether or not to submit a post or reply, don’t post it. It is always acceptable to get an adult advisor’s opinion about what you are considering posting. Additionally, we agree to the following:

1. This project is a bold experiment on the part of the Lansing School District. They

have placed the professional reputation of the Lansing Public Schools in our hands. It is our intent to represent ourselves, our peer group, and our school district in a positive way.

2. Follow the school's code of conduct when writing online. It is acceptable to disagree with someone else's opinions, however, do it in a respectful way. Make sure that criticism is constructive and not hurtful.

3. What is inappropriate language and content in the classroom and in other school-related venues is inappropriate language and content throughout this project. .

4. Be mindful of what you post online. Social media venues are very public. What you contribute leaves a digital footprint for all to see, and in most cases, this content can be accessed even after the original content has been removed. Do not post anything you wouldn't want friends, enemies, parents, teachers, or a future employer to see. If you have any hesitation about whether or not to submit a post or reply, don’t post it. It is always acceptable to get an adult advisor’s opinion about what you are considering posting.

5. Be safe online. Never give out personal information, including, but not limited to, personal phone numbers, personal addresses, exact birthdates, and pictures. Do not share your passwords with anyone.

6. Linking to other websites to support your thoughts and ideas is recommended. However, be sure to read the entire article prior to linking to ensure that all information is appropriate for a school setting.

7. Do your own work! Do not use other people's intellectual property without their permission. Be aware that it is a violation of copyright law to copy and paste other's thoughts. It is good practice to hyperlink to your sources.

Where Do We Start?

• Consider existing social media use guidelines (or create one if needed)

• Decide how you will handle negative feedback (it’s inevitable!)

http://www.af.mil/shared/media/document/AFD-091210-037.pdf

Where Do We Start?

• Investigate existing social media use guidelines (or create one if needed)

• Decide how you will handle negative feedback (its inevitable!)

• Consider the time commitment needed to use social media effectively

ONE WEEK OF WEB 2.0

Source: Image from http://museumtwo.blogspot.com/2008/04/how-much-time-does-web-20-take.html

Where Do We Start?

• Investigate existing social media use guidelines (or create one if needed)

• Decide how you will handle negative feedback (its inevitable!)

• Consider the time commitment needed to use social media effectively

• Pick one thing to begin with Try it!

5 RULES OF SOCIAL MEDIA FOR NON-PROFITS AND EVERYONE ELSE

1) Listen – Social Media is not about you. It’s about people’s relationships with you. Listen before you speak.

Source: Primal Media

5 RULES OF SOCIAL MEDIA

2) Get involved – Social Media is about conversations and building relationships. It takes effort.

Don’t just talk about yourself. Ask questions, engage people and link. Most of all, inspiring.

Source: Primal Media

5 RULES OF SOCIAL MEDIA

3) Give up control – You can’t control the conversation. If you want people to spread your message, you have to trust them.

Listen. Inspire. Engage. Let go.

Source: Primal Media

5 RULES OF SOCIAL MEDIA

4) Be honest – You can’t spin the truth with Social Media. Be open, honest and authentic in everything you say and do.

Source: Primal Media

5 RULES OF SOCIAL MEDIA

5) Think long term – Don’t expect immediate, easily measurable results. It takes time to build trust and make connections.

Source: Primal Media

Still confused?