Michael Clark, APR, Mitchell Communications Group, covers the history of communication, social media statistics and standings, tools for building an online presence and examples of social media success stories in this presentation.

1. Social Media
Who Has Time for This Mess?
By: Michael J. Clark, APR
Mitchell Communications Group, Inc.
Relationships Reputations Results

2. What is Public Relations
• The management of building and maintaining
relationships between organizations and their
stakeholders.
• The management function that evaluates public
attitudes, identifies policies and procedures of an
individual or organization with the public interest, and
plans and executes a program of action to earn public
understanding and acceptance.

4. The Stakes are High
• Issues have become more complex.
• Crises are instantaneous.
• Stakeholders’ expectations are higher.
• Communication has become more confusing and constant.
It’s a new world in which we must learn to communicate
effectively.

5. CommUniverse™
Employees
Volunteers
Public
Regulatory agencies
Your
Organization
Community leaders
Non-Government Orgs
Influencers
Elected officials
Media
Donors
© 2009 Mitchell Communications Group. All rights reserved

7. Arthur Page Society
Page Principles
• Tell the truth
• Prove it with action.
• Listen to the customer.
• Manage for tomorrow.
• A company’s true character is expressed by its people.
• Conduct public relations as if the whole company
depends on it.
• Remain calm, patient and good-humored, especially in
times of crisis.

8. Social Media?
Social media are media designed to be disseminated through social
interaction, using highly accessible and scalable publishing techniques.
Social media use web-based technologies to transform and broadcast
media monologues into social media dialogues. They support the
democratization of knowledge and information and transform people
from content consumers to content producers.

9. Old World Meets the Digital Age
Paul Revere
Community builder
•Had the credibility to communicate with
people along the route…was not just a rider-
by shouting warnings
•Difference between him an us the tools
have evolved
•Tools have evolved through history
•Similarities between now and then
•Mass media was one-way now two-way

10. Media & Social Media
Today it’s about completing
the cycle of communications
Demand for authenticity and credibility
is much greater now than ever.
How many of you currently have:
•Facebook
•MySpace
•YouTube
•LinkedIn

11. – More than 400 million active users worldwide
– If the population were in one country, it would be the third
largest in the world, behind only China and India.
– Nielsen says 47% of Americans visit Facebook daily, nearly
as many who watch TV daily (55%)
– More than one billion views a day
– Hundreds of thousands of videos are updated daily
– 24 hours of video is uploaded every minute
– 10% of all bandwidth used
– Facebook and YouTube combined account for 15% of
BUSINESS bandwidth – top two bandwidth users online
– More than 105 million registered users
– New users are signing up at a rate of 300,000 per day
– 37% of Twitter users Tweet from their cell phones
– More than 65 million members in over 200 countries
– A new member joins LinkedIn approximately every second
– Executives from all Fortune 500 companies use LinkedIn

12. Social Media---Not just for kids and geeks anymore

14. Social Media Lesson One: Listen First
Social Media Disclaimer – If you don’t know what any of this is don’t
worry, many don’t either and that’s why I’m here to increase your awareness
and some skills to get you there. Lesson One: Listen.
-Michael Clark

15. Tools for Listening
Social Media
Google News Alerts
TweetDeck
Seesmic
Technorati
Website
Google Analytics
Monitoring Services
Cision
Radian 6
Vocus
Critical Mention

16. Social Networking

17. Social Media/Networking Success
• Pittsburgh nonprofits turn to social media to raise funds
• Pittsburgh Zoo and PPG Aquarium used Facebook, Twitter, YouTube
to promote its July Summer Safari event (sold out two weeks earlier
than last year and 60% of registrations came in online)
• PRSA used Twitter to increase awareness about Magic of Mentoring
event (attendance was 800 last year, 1300 this year)
• ModCloth Inc. hosted creative contests promoted online via social
media (often drawing 600-800 participants); polled followers to
choose a local animal shelter to receive $1,500
• Blogger Virginia Montanez raised $10,000 online in only four days by
sharing a children’s hospital’s needs with her numerous followers

18. USAToday.com: Technology, social
networking transforms giving
• More than $32 million has been raised through texting
• 2008: Online gifts grew by 28% over 2007
• Because of new technology, the Red Cross can relay daily
text messages and health and sanitation advice to more
than 1 million Haitians
• Giving via mobile devices and texting is climbing among
Gen X donors (30-45 years old) and Gen Y donors (19-29).
• Another example: Causes, a Facebook app that has raised
about $25 million from 100 million people who have used it.
It allows people to post a wish on their birthdays, allowing
friends to donate funds to the cause.

20. Tips to Building Volunteerism
Through Social Media
• Discuss varied volunteer roles and options
• Include downloadable application or online application
form
• Include FAQ, a phone number to call, and an email link for
questions on your digital assets
• Use hash tag on Twitter to share info, set up a Twitter List
of volunteers
• Create a Fan Club on Facebook or Ning.com account
• Mobile – Make it easy for others to view your content on a
BlackBerry or iPhone; get a Flip camera

21. What you can do to involve people
• Blog – WordPress, Blogspot (Blogger)
• Twitter - Yammer
• Facebook
• Events
• Fans
• Fundraising
• Inform
• Flickr
• YouTube
• Channel
• Content Creation
• PSAs
• Ning.com
• Surveys and Polls

30. Sample of Online Tools
• Convio – technology and marketing services for
nonprofits (cost)
• SurveyMonkey – free, online surveys
• ChipIn.com – online fundraising (cost)

31. Resources for nonprofits http://www.convio.com/

32. • Example of Convio
tools
– Raise money
– Develop e-mail
campaigns
– Set up online events
– Run online store
– Create websites

35. Quiz Questions
• What year was Twitter invented?
• If users stopped uploading videos to YouTube today, how
long would it take you to watch all the videos nonstop,
24/7?
• How many people are on Facebook?
• What does NSFW stand for?

36. Quiz Questions
• What year was Twitter invented? 2006
• If users stopped uploading videos to YouTube today, how
long would it take you to watch all the videos nonstop,
24/7?
• How many people are on Facebook?
• What does NSFW stand for?

37. Quiz Questions
• What year was Twitter invented? 2006
• If users stopped uploading videos to YouTube today, how
long would it take you to watch all the videos nonstop,
24/7? 1,000 Years
• How many people are on Facebook?
• What does NSFW stand for?

38. Quiz Questions
• What year was Twitter invented? 2006
• If users stopped uploading videos to YouTube today, how
long would it take you to watch all the videos nonstop,
24/7? 1,000 Years
• How many people are on Facebook? More than 400 MM
• What does NSFW stand for?

39. Quiz Questions
• What year was Twitter invented? 2006
• If users stopped uploading videos to YouTube today, how
long would it take you to watch all the videos nonstop,
24/7? 1,000 Years
• How many people are on Facebook? More than 400 MM
• What does NSFW stand for? Not Suitable For Work

40. Relationships Reputations Results
Thank You
By: Michael J. Clark, APR
Michael@mitchcommgroup.com
Twitter: @clarknwark
Mitchell Communications Group, Inc.