Ccih webinar social_media_oct_25_2012_david_olson


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Ccih webinar social_media_oct_25_2012_david_olson

  1. 1. Speak Out!From Media Relations To Social Media By David J. Olson
  2. 2. What is social media?Social media includes web-based and mobiletechnologies used to turn communication intointeractive dialogue. (Wikipedia)Andreas Kaplan and Michael Haenlein define social media as "a group ofInternet-based applications that build on the ideological and technologicalfoundations of Web 2.0, and that allow the creation and exchange of user-generated content."
  3. 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. 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. 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. 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. 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. 8. Tricks of the Trade• How it works• Hashtags (#faith)• Twitter handles (@CCIntlhealth)• URL shortener (• Retweeting• Privacy settings
  9. 9. Twitter Case Study
  10. 10. Twitter Use IsRising in AfricaOver three months, SouthAfricans generated 5 milliontweets, Kenya 2.5 millionand Nigeria 1.6 million (thisincludes only those whogeo-locate their Twitteraccount)
  11. 11. • 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
  12. 12. 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
  13. 13. Social media case study 364 likesMelinda has231,000 followers 575 likeson Facebook
  14. 14. Handling negative posts/tweets Interactivity is at the heart of social mediaYou have three options: Do nothing Respond to it Deleting it (if it’s on your social media)
  15. 15. BlogsYou may not haveyour 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
  16. 16. (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
  17. 17. SocialMedia in aSnapshot
  18. 18. Resources NTEN (Nonprofit Technology Network): Social Good, a podcast of Chronicle of Philanthropy: Beth’s Blog: Technorati Top 100 Blogs: Measuring the Networked Nonprofit: Using Data to Change the World: Five Types of Nonprofit Tweets Guaranteed to Get Retweeted: Five Tweeters of Social Good You Have to Follow: Armchair Advocates: Where Social Media Meets Social Good:
  19. 19. ContactsEmail: david@olsonglobalcom.comWebsite: www.olsonglobalcom.comTwitter @davidjolson