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Making the most of social media requires understanding how it has changed communication and interaction. Social media allows for two-way conversations and user-generated content rather than one-way messages. It should be used to build communities by listening and adding value for users, and to measure engagement through various online metrics.

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Making the Link
Today’s Objectives 1. A greater understanding of the shift that has occurred in how we communicate and interact as a result of Web 2.0 2. An overview of some of the larger social media networks including some tips on how to use them at Compassion Canada 3. Deeper insights into shaping your social media strategy.
Shaping Your Online Presence Websites Blogs/Microblogs Social Media
What Is Social Media? Technology that fosters communication.
Social Media is Conversation
How does Social Media work? Multimedia tools let users tell stories in new ways.
Social Media lets people connect with each other based on common interests.
The internet then and now 2000 2009 46% of adults use internet 77-79% of adults use internet 5% with broadband at home 63% with broadband at home 50% own a cell phone 85% own a cell phone 0% connect to internet wirelessly 54-56% connect to internet wirelessly <10% use “cloud” >two-thirds use “cloud” = slow, stationary connections built = fast, mobile connections built around my computer around outside servers and storage 5/2/2010 10
SOCIAL MEDIA HAS BECOME UBIQUITOUS
184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feed Source: Universal McCann Comparative Study on Social Media Trends April 2008
Why should I care?
Why should I care?
Older adults are growing increasingly comfortable with online content creation 5/2/2010 15
“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky Source: Future Foundation: Entertainment Futures 2007, Image credit http://dicksdaily.co.uk/
COMMUNICATIONS MEDIA SOCIAL MEDIA Space defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creation
“THE PHYSICS OF MEDIA ARE CHANGING”* Limited distribution channels Unlimited distribution Abundant attention Attention scarcity *http://www.fistfulayen.com/blog/?p=147
THE RELATIONSHIP WITH YOUR AUDIENCE HAS CHANGED FOREVER
EMPOWERED USERS, UNLIMITED CHOICE Everyone is a media owner The means of production and distribution are now free (Moore’s Law) Control is shared http://www.flickr.com/photos/esparta/
SUDDENLY MEDIA IS A MASS OF CONVERSATIONS AND YOU CAN’T CONTROL THEM
http://www.flickr.com/photos/artsyt/
“We’ve been too busy trying to dictate the experience, building walls, obsessing over the gates rather than the experience” Ian Rogers Ref:http://www.fistfulayen.com/blog/ Image: http://www.flickr.com/photos/stoyan/
SO HOW CAN I CREATE COMMUNITY?
WRONG QUESTION
“Communities already exist. Instead, think about how you can help that community do what it wants to do.” Mark Zuckerberg
UNDERSTAND HOW THEY WORK 1 9 90 Every community has super-users – high authority, highly active Know who they are.
LISTEN Act on their feedback Encourage discussion, be a part of it http://www.flickr.com/photos/twenty_questions/
AND ADD VALUE Understand what they are trying to do Creat tools and content to help them do it Interact with them, engage with them, respect them http://www.flickr.com/photos/artsyt/
UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT Blog Her/Compass Partners 2008 Social Media Study
Be Useful "...journalism is shifting from being a product to a service and, with this, a news outlet shifts from being a final destination to being part of a network." Alfred Hermida, reportr.net http://www.flickr.com/photos/jonasj/
NEW JOURNALISM – CONTENT PRODUCERS TAKE ON A BROADER ROLE Authenticator: Help the audience figure out what to believe, what can they trust Sense-maker: Help the audience derive meaning from what is happening in the world Navigator: Help the audience find their way around a story or issue and point them to the “good stuff” Forum-leader: Help the audience engage in a discussion in a knowledgeable way Ref: Tim Rosentiel www.journalism.org , Image http://www.flickr.com/photos/patty_colmer/
ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING "In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think “On the web, audiences are more fragmented. People are using personal devices to communicate. That means, what works best is the conversational voice, a personal point of view, and a mindset that says, “I’m sharing,” rather than, “I’m reporting.” Howard Owens
THE LINK IS THE CURRENCY OF SOCIAL MEDIA. USE IT. “Do what you do best and link to the rest” Jeff Jarvis http://www.flickr.com/photos/jairo_abud/
AND IT’S NOT ABOUT THE TECHNOLOGY "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin Image: http://www.gapingvoid.com/
LINEAR NETWORKED Scheduled On demand Appointment Whenever, wherever Sit back Participative Messages Experiences Content we think you’d like Content we know you like (because you’ve told us) We control the way it is We allow you to play with it, pass it delivered on
Breaking down the basic tools
• Free • Complex social network • Over 400,000,000 users world wide
• Individuals have profiles • Highly-customizable security features
Applications let users customize profiles and share content from other social media sites.
Integrate other channels via Facebook fan page tabs.
Businesses set up public pages (NOT profiles) to create their communities.
The Insights feature lets businesses monitor statistics about their page.
Reflect your brand on your Facebook page.
Open up your Facebook page by allowing fans to post on wall updates, photos, videos, and discussions.
Create a Cause and add it to your page.
Add your blog’s feed to your fan page wall.
Ask your Facebook fans a question and participate in the conversation.
Ask Facebook fans to upload videos that support your mission.
Start a discussion that will engage your Facebook fans.
Questions?
Breaking down the basic tools
• Free • most popular video site • Over 25% of all Google searches end on YouTube
• Channels (profiles) and avatars are customizable • Users can subscribe to other users’ channels
Upload as many videos (up to 10 minutes long, 2GB in size) as you want.
Videos can be public or private.
Videos don’t always have to look professional
Unlike Facebook, a YouTube account can only have one admin.
Users can track statistics on views, demographics, embeds and geography through the Insights feature.
Integrate content by sharing videos on Facebook
Partners and non-profits can participate in sharing programs to boost views. Visit: www.youtube.com/partners OR Visit: www.youtube.com/nonprofits
Use the YouTube Nonprofit Program to raise money or for advocacy.
Make a funny or compelling video, not a sad one.
Build stewardship with video.
Hold a contest.
Encourage supporters to upload video responses.
Questions?
Breaking down the basic tools
What’s a “microblog?” Every post is limited to 140 characters… making it a tiny blog, or “microblog.”
You build a network by following other users. By following users, you can see their tweets.
When you follow a user, their Tweets appear on your home page and vice versa.
Lists let users organize the people they follow via customized categories. Lists can be public or private.
Hashtags (#) organize Tweets by topic. Using a hashtag lets users follow live events, find fresh info & discover new people.
Other third-party apps let you shorten and track links; share photos and record videos.
www.search.twitter.com
Create a custom Twitter background that reflects your organization's mission and brand.
List the Twitter handles of the staff contributing to your org's feed.
Use Twitterholic.com to connect with the top 50 tweeters in your city.
Monitor your city’s Twitter hashtag for relevant information (#chs #nyc #dc).
Build real relationships by replying, retweeting, and joining discussions.
Recruit new staff and volunteers via Twitter.
Piggyback on Twitter's trending topics if they are related to your cause (#haiti)
Promote an event, campaign, or movement with twitter hashtags (#beatcancer #memorywalk)
Create a fundraising campaign organized with Twitter.
Empower your followers with actionable information in support of your mission.
Organize a petition with act.ly.
Read a persons Twitter feed as prep for a meeting.
Organize a Tweetup.
Integrate twitter and other feeds
Use Twitpic to share photos.
SOCIAL MEDIA 46 TACTIC Submit key blog posts & articles to social news sites.
Use short URLs to track link performance (bit.ly, tinyurl.com).
Use a "Share This" widget on blog posts, web pages, etc.
Use Twitalyzer.com to mashup Google Analytics with Twitter visitors.
Track and benchmark key Twitter stats.
Promote your social media channels via websites, emails, footers, etc.