An introduction to social media for nonprofits, and how they can use the many social platforms and tools to advance ideas. Includes real ways organizations are using social media, pros & cons, and best practices.
3. What is Social Media? It’s not just about using Facebook… Wikipedia defines social media as “internet and mobile-based tools used for sharing information” We say: content created by the masses rather than by an industrial complex known as “the media” The main activity on social media sites consists of connecting with other like-minded people and/or sharing some form of content…
4. What is Social Media? Social Media vs. Social Networking Social Media Social Networking More specific term Social Networking is Engagement More two-way communication Focus is on building relationships and establishing reputations Platforms deliver the engagement Broad term Social Media is a Channel More one-way communication Focus is on content generation & consumption Multiple delivery mechanisms
5. Social Media Users Who Uses Social Media? Public & Private Sector Government Citizens The Community At Large
6. What is Social Media? 6 Social Media Has Its Own Vernacular LinkedIn Twitter Facebook Tweets Follow vs. Following vs. Friends (“Tweeps”) Mentions/@replies DMs Shortened URL Hashtags Tweetups Network Connections Recommendation Groups Likes Friends vs. Like(rs) Profile vs. Page Status Update Apps & Games Blogging YouTube Blog vs. Blogging vs. Blog Post RSS Feed Comments Social Bookmarks Channel Views Spotlight Videos Promoted Videos Featured Videos
22. How Ideas Spread 22 How a Great Idea is Born It’s something unique or different Address a real need to a real problem Understand your audience’s mindset Improve upon an existing idea Has a clear purpose that won’t be lost in execution Tap into people’s passions & dreams It’s something realistic & achievable Think divergently
23. How Ideas Spread News/media outlets Original content e.g. user generated content Content permutations Memes RSS feeds Search and aggregation tools 23 Where People Go Online for Information Plagiarism
24. How Ideas Spread 24 Key Influencers Reactions Flow of Information Re-tweets Re-blogs Likes Thumbs/Votes Up Pingbacks Comments Shares Responses Forwards Flow of Information
25. How Ideas Spread 25 What Makes an Idea Spread? A few reasons why people pass things on: It is helpful or informative information People like to feel “in the know” and alert others to what they discover People care about the outcome and want to contribute toward that end, by enlisting others It’s something people agree with and might have difficulty expressing on their own It is beneficial in some way to those who share it People feel they’ll appear out-of-touch if they don’t!
26. Social Media Benefits/Ills Benefits/Pros It’s “free” Everyone has ideas they want to express; you just have to tap into them Tangible metrics show you what works and what doesn’t It’s one-on-one; makes organizations more approachable than through traditional media It’s happening whether you’re a part of it or not, so pay attention! Strength in numbers; hundreds of millions of people are using it Transparency Ease of reaching people (new, old, powerful) 26
27. Social Media Benefits/Ills Ills/Cons Must overcome learning curves to new, constantly evolving form of communication Care & feeding isn’t free Loss of productivity; time “wasters” Subject to group-think Repression of critical thinking/individuality Pressure to conform? Can lead to the “dumbing down” of ideas Disintermediation of human face-to-face contact What’s the long-term impact of this on society? Potential for pitfalls: very public blunders, technicalproblems, etc. 27
39. Best Practices Establish Goals Don’t just put it on “autopilot” Don’t expect it to be a one-way street Give before you get Don’t be overly commercial Use tools to help build relationships, manage accounts (efficiency & productivity), and enhance your content… Improve your Friends/Followers/Connections’ experience Where appropriate, integrate across platforms Monitor, LISTEN, and engage Common Social Media Best Practices
43. Book hashtag: #TMHADHow To Reach Me: e. hollis@webadvantage.net p. (410) 942-0488 @hollisthomases facebook.com/hollisthomases linkedin.com/in/hollisthomases
Notes de l'éditeur
Presentation Prep List:Log into all my SN acctsPre-load all referenced URLs
According to your survey responses, almost 20% of you described yourself a 7 out of 10 in personal SM fluency & understanding…
Pictured: Videos Photos Blogging Social networking Customer/product reviews/ratings/comments
(((Live Question))) Ask the audience if they have ever used SM to crowdsource anything (could be as simple as asking a question & getting an answer). Good Things to Crowdsource: Help with a project Answers to questions Polls/surveys Idea generation Making lists and more!
How SM is Like WOM: Social media =conversational marketing Social media is an outlet for public relations, customer service, loyalty building, collaboration, networking… It humanizes businesses and builds credibility Fosters relationships(((Live Question))) Has SM ever influenced you to do something, whether it’s go see a movie, book a recommended hotel, etc.? Show of hands to see how many people have been influenced.
Examples shown (from left to right):LinkedIn screenshot = Annie E. Casey Foundation profilehttp://www.linkedin.com/company/37168?trk=tyahFacebook screenshot = National Association of Social Workershttp://www.facebook.com/socialworkersTwitter screenshot = Cato Institute
Blogs used (from left to right):Social Work World Blog: http://socialworkworld.blogspot.com/Social Solutions Blog:http://www.socialsolutions.com/blog/UNICEF Field Notes Blog: http://fieldnotes.unicefusa.org/Antisocial Social Worker Blog: http://anti-socialworker.blogspot.com/Susan G. Komen for the Cure Blog: http://blog.komen.org/
Just search any video site for “social services” and…
Comment sections used (from left to right):Mashable comments from this article: http://mashable.com/2009/05/22/non-profit-social-media/Washington Examiner comments from this article: http://washingtonexaminer.com/politics/2011/06/feds-crack-down-campus-flirting-and-sex-jokes#disqus_threadYouTube comments from this video: http://www.youtube.com/watch?v=3hiDCNM1G50
Review examples used:Amazon reviews from this book:http://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=days+in+the+lives+of+social+workers&x=0&y=0Charity Navigator’s Top 10 Highly Rated Charities w/ Favorable Reviews list: http://www.charitynavigator.org/index.cfm?bay=topten.detail&listid=118
Examples shown (from left to right):Digg screenshot = Business News front pagehttp://digg.com/news/business/media/recentDelicious http://www.delicious.com/Newsvine US News http://www.newsvine.com/us-news
Q/A Sites:Quora Yahoo Answers Cha Cha LinkedIn AnswersExamples of Content/Article Sites:eHow Associated ContentHubpages GoogleKnol
Examples used (left to right):Topix non-profit forum: http://www.topix.com/forum/business/non-profit-organizationTalk CityCareSpace social care forum: http://www.communitycare.co.uk/carespace/forums/default.aspxTinyChat
Examples shown (left to right): Foursquare appFacebook app Google Buzz app Words with Friends (game) Mobile Social Networks Location-based social apps Mobile social games (e.g. Farmville, Words with Friends)
Organizations need to learn how to create communities around such ideas (theirs or their advocates’)Before using SM to market their message, they need to understand the why behind what their audience talks about. For example, people don’t just want services; they want to sleep better at night and feel safe. Example: 3 different people could take a design class and that class is a shared experience. But the interesting part is what they all individually do with the knowledge from the class. THIS is what social media can help promote and track.
Warn about the ethics of “borrowing” content from social media Plagiarism is plagiarism, whether unintentional or deliberate
Who are Key Influencers? Prominent or popular bloggers Industry gurus or figureheads Celebrities (and Internet celebrities) Popular users/superusers Media contactsGreat Read for those who enjoy research: Duncan Watts/Yahoo Research: Who Says What to Whom on Twitter: http://research.yahoo.com/files/twitter-flow.pdf(((Interactive Exercise: Take a few moments to ask about the audiences’ key influencers. Tell them to write them down. Are these influencers someone you’re connected with but not your main SM person, and if so, then what kind of direct role could you be playing to assist your organization better in reaching a broader audience through SM?)))
(((Interactive Exercise: Discuss the Benefits/Ills as it relates to audience/higher philosophies)))
FeedingAmerica.org - a domestic hunger relief charity in the U.S.They use SM on multiple fronts to inform & educate people about the state of hunger in the U.S.YouTube: http://www.youtube.com/user/feedingamericaTwitter: http://twitter.com/#!/feedingamerica
1) HandsOn Network “inspires, equips and mobilizes people to change lives through service.” Visitors enter their interest + zip code to find volunteer opportunities.http://handsonnetwork.org/; Also, here is their Twitter:http://twitter.com/#!/HandsOnNetwork2) @getrealinvolved: “We organize turnkey community service projects for students (6th – 12th grade) 1x/month in Tampa, FL.”http://twitter.com/#!/getrealinvolved
Within platforms and across.Washington Regional Association of Grantmakers’ Facebook page:http://www.facebook.com/pages/Washington-Regional-Association-of-Grantmakers/98219140619 They introduce members of their association on their Facebook wall.
Volunteer 4 Long Island’s Facebook page: http://www.facebook.com/group.php?gid=97247585550&v=wallTouching video from their YouTube page which shows their volunteerism in action: (Accompanying case study: http://www.bloganthropy.org/2009/12/social-media-twitter-recruit-volunteers-charity/)Case Study in Staff Recruitment: Australian Government’s ‘Best Job in the World’ campaignYouTube was the platform for the Australian Government’s ‘Best job in the world’ campaign as a caretaker of islands in the Great Barrier Reef. Applicants were asked to post a video of why they were fit for the job on a dedicated page. They received over 34,000 applications from 201 countries. The website got 8 million visitors and user generated content on YouTube went up to 610 hours. It even scooped the two top awards at the Cannes Lions International Advertising Festival. (Source: http://blog.socialmaximizer.com/youtube-business-use-cases/)
Amnesty International’s blog: http://blog.amnestyusa.org/(Direct link to this blog post: http://blog.amnestyusa.org/women/comprehensive-immigration-reform-introduced-just-in-time/)- AI blogs about controversial issues and advances ideas and opinions about human rights
United Way:Uses Twitter (@live_united) to motivate and mobilize volunteers & evangelize their mission using the hashtag #KidsWin. They constantly post pics & videos of their projects in action. http://twitter.com/#!/live_unitedFacebook focused on volunteerismYouTube has same visual branding as TwitterBlog
Change.org (http://www.change.org/) = “Start, join and WIN campaigns for social change.” Petition-signing site advocates for causes and encourages others to join the cause.MoveOn.orgRelevant Case Study: The Enough Project used social media to spread the word about conflict minerals.http://www.marcomonadime.com/?p=854
Causes: http://www.causes.com/ - A social giving platform that also can be fully integrated into Facebook.Human Development Foundation (HDF) using the Causes platform: http://www.causes.com/causes/14588-human-development-foundation-hdf Visitors can donate money OR time to the cause in form of quick, easy online activities that raise money (“give a minute”).
BP’s major Twitter #failwhale during the Gulf oil spill crisisRelevant Case Studies:3 Case Studies in Social Media Crisis Managementhttp://www.imediaconnection.com/content/26378.asp
MashableTechCrunchSmartBrief on Social Media Social Media Today Social Media ExaminerJaime’s Picks:CopybloggerReadWriteWebHubSpot