1. Speak Out!
From Media Relations To Social Media
By David J. Olson

2. What is social media?
Social media includes web-based and mobile
technologies used to turn communication into
interactive dialogue. (Wikipedia)
Andreas Kaplan and Michael Haenlein define social media as "a group of
Internet-based applications that build on the ideological and technological
foundations of Web 2.0, and that allow the creation and exchange of user-
generated content."

3. Advantages of social media
• They’re free (mostly)
• They can help you tell your story cost-effectively
• Most can be used on cell phones
• Great way to connect with journalists, policymakers, potential
employers, powers-that-be
• With privacy settings, you can control what people see and who you are
following
• Great for researching topics for op-eds and blogs
• Metrics allows you to know who you are reaching and the impact

4. Disadvantages of social media
• Privacy concerns
• Vulnerability to criticism or attack
• Takes time to learn
• Can be addictive and distracting
• You have to look at a lot of junk before you find
stuff that’s useful

5. Most popular social media
• Facebook (personal & professional) – 1 billion+ users
(second most visited website)
• Twitter – 500 million+ users (8th most visited website)
• YouTube – 800 unique users a month, owned by
Google (3rd most visited website)
• LinkedIn (professional) – 175 million+
• Blogs (Huffington Post, Guardian, Daily Beast, etc.)

6. • An online social networking and micro-
blogging service created in 2006
• Enables people to send and read text-based
posts up to 140 characters, known as "tweets"
• Has 500m users, generates over 340m
tweets/day and handles over 1.6 billion search
queries/day
• Eighth most visited website on Internet
• Owned by Google

7. Applications for CCIH members
• To drive followers to your website, blog,
video or a relevant news item
• To educate your stakeholders
• To advocate to key stakeholders
(policymakers, journalists, etc.)
• Events (like London Family Planning Summit)
work well for Twitter

8. Tricks of the Trade
• How it works
• Hashtags (#faith)
• Twitter handles
(@CCIntlhealth)
• URL shortener
(bit.ly)
• Retweeting
• Privacy settings

11. Twitter Case Study

12. Twitter Use Is
Rising in Africa
Over three months, South
Africans generated 5 million
tweets, Kenya 2.5 million
and Nigeria 1.6 million (this
includes only those who
geo-locate their Twitter
account)

13. • Social networking site launched in 2004
• Most successful social network in world, and
second most visited website on internet
• Over 1 billion active users (as of Sept. 2012)
• Users may join common interest groups
organized by workplace, issues or profession

14. Applications for CCIH Members
• Sharing news (your own or others’) or
photos, publicizing events or a call to
advocacy
• For those with website, can serve as more
engaging communications tool and reach
different demographic
• For those without website, can serve as
lower-maintenance, no-cost substitute
• Easy metrics shows demographics of fans

17. Social media
case study
364 likes
Melinda has
231,000 followers 575 likes
on Facebook

18. Handling negative posts/tweets
 Interactivity is at the heart of social media
You have three options:
 Do nothing
 Respond to it
 Deleting it (if it’s on your social media)

19. Blogs
You may not have
your own blog but:
 You can comment on
others’ blogs
 You can write op-eds on
others’ blogs
 In either case, choose
carefully based on who
you want to reach
 Once it’s published, you
still have to promote it

20. (13th most visited website)
Applications for CCIH members
• Professional networking
• Job seeking and recruiting
• Expertise to enhance your professional
credibility
• Finding groups on issue areas (LinkedIn
Groups)
• Highlighting your issues
• Promoting your news, blogs, etc.
• Research for blogs and op-eds

21. Social
Media in a
Snapshot

22. Resources
 NTEN (Nonprofit Technology Network):
http://www.nten.org/
 Social Good, a podcast of Chronicle of Philanthropy:
http://philanthropy.com/section/Social-Good/365/
 Beth’s Blog: http://www.bethkanter.org/
 Technorati Top 100 Blogs:
http://technorati.com/blogs/top100/
 Measuring the Networked Nonprofit: Using Data to Change
the World: http://bit.ly/Rk17pj
 Five Types of Nonprofit Tweets Guaranteed to Get
Retweeted: http://bit.ly/SSe8dM
 Five Tweeters of Social Good You Have to Follow:
http://bit.ly/QZEFPi
 Armchair Advocates: Where Social Media Meets Social Good:
http://armchairadvocates.com/

23. Contacts
Email: david@olsonglobalcom.com
Website: www.olsonglobalcom.com
Twitter @davidjolson