Power of Social Networks


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Presentation to WI state asthma coalition 5.6.2011 Green Bay, WI

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  • The WI Clearinghouse brings the science of communications to organizations working to influence healthy change in their communities and states
  • I work with people like Harriet who are passionate about creating healthier communities. Harriet works hard Raging Grannies http://www.flickr.com/photos/grantneufeld/416296900/
  • http://www.flickr.com/photos/jonathangaskin/119586908/ There is always more to do than she has time for
  • http://www.flickr.com/photos/ario/20732186/ Just keeping up with her email is a challenge. She has a limited budget in fact
  • She has to fight for every dollar she can get.
  • http://www.flickr.com/photos/bensheldon/212159782/ So when social media came along…she was excited….she heard the tools were free and easy to use and would save her time
  • http://www.flickr.com/photos/pablobastidas/198063594/ But….when she took at look ..this is what she saw…which left her feeling
  • http://www.flickr.com/photos/hecanjog/220654190/ Like this
  • http://www.flickr.com/photos/christinielsen/476326980/ And this…. So If you are as busy as Harriet…the question is
  • This session will take a look at how organizations are using social media/ social networks to inform, influence and inspire change
  • I’m going to share the three powerful reasons to use social networks…or use social networks better
  • If people have the information they need…when they need it…it can influence their behavior. And social technology is changing
  • Information/ knowledge is power…. Social technology has changed the way content is published…
  • It used to be that the only way to get into the news was traditional media… Only a few organizations could publish, because it was complicated and expensive…so news was limited Now newspapers quote blogs
  • There used to be a delay in when information got shared We can now get cutting edge information immediately
  • We can get information…anywhere, anytime. We can get information right when we need it
  • Social media is also changing who and how content is created
  • It .used to be a limited number of experts…now anyone can create content… And it isn’t just that any person can create content…social networks means that people can collaborate to create content
  • What does it mean for public health..now that we are not the sole producers of content?
  • Familiar with this When H1N1 was identified..there was confusion and fear. Health and Human services needed to get accurate information to as many people as possible. They needed help…so they invited the public..through a contest. The winner?
  • Dr Clark with his H1 N1 rap …he really is a doctor…it really is a pretty good rap and it is accurate information… Dr Clark didn’t publish new information…he took accurate information and tailored it to a specific audience He can reach people more effectively than me…that is the power of social networks
  • When you don’t know the answer to a question…where do you look? Google…. When people don’t know..they go online. What do they find? Anything from you and your orgranization?
  • Blogs are an easy, fast way to publish and share content Let’s take a look at how blogs are being used
  • Le’s take a look at how blogs are being use
  • Health in practice is an online resource center we maintain…for people working in obesity prevention, it has a blog that provides weekly updates. The advantage to a blog on your website is easy and fast to update information. This blog has multiple authors
  • Marathon County ( in WI) is using a blog to support mothers who are trying to quit tobacco. Because blogs are easier and faster to write…you can target a blog to a specific audience. The more tailored information is the more likely people will read it…and the more likely you are to influence behavior
  • I started a family blog to practice..this is me with my two sons…we blog about environmental actions we take. We made a commitment to focus on an action a month for a year…we used the blog to help hold us accountable…
  • An internal blog…we use this to share what we are learning within the WCH…so this is just our staff. One organic effort that has emerged is video book reviews
  • This is one of my favorite blogs…she has added value for me for four years… This is professional dev for me I don’t’ always keep up with reading but search when I need info She models sharing what she is learning …reflective practice…and open sharing She is a great example of creating content and sharing it for other’s to use
  • Easier to write and faster to read More information = more posts Less info=fewer
  • Blogs make it easier for readers to find information in previous posts because there is an archive. You can search by time or key word.
  • Newsletters send information one way..out.. Blogs can be a conversation comment or ask a question. If something isn’t clear they can ask for clarification..if they know more information or another resource..they can add it.
  • Content: information is power and social technology is opening new ways to create and share content. Blogs are one powerful and easy and often free tool to share content
  • Ever seen something like this? This is a map of a social network…it is showing how obesity spreads through social contacts..I show it to public health professionals to make the point that we are influenced by our social contacts ( this study showed that if your friends become obese..it is much more likely that you will too) http://content.nejm.org/cgi/content/full/357/4/370/F1 New england journal obesity study
  • http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2007/07/maybe-it-is-all.html Social networkins influence our behavior.. We have always had social networks Online social networks have the ability to reach much farther and much faster. If you want to influence behavior…you need to pay attention to social networks
  • It’s about relationships… Putnams work: bowling alone…our community connections are going away Better Together : studied communities that mobilized for change, looked for commonalities #1 relationships
  • Social networks are creating new ways for people to come together and get things done
  • We don’t depend on organizations to coordinate action anymore…networks can self organize
  • The story of Sameer and Vinay..both diagnosed with leukemia..both needed bone marrow transplants…very few Asians are in the bone marrow registry. Their friends formed a team…and using email, Facebook, Youtube
  • This was not an organization..this was a team of people who formed to help a friend How many organizations could do what they did…in the time that they did it? We have always had social networks ..but with online networks information can move faster and farther.
  • The most popular social network right now…let’s take a look at how it is being used.
  • Federal Government: Share up to date news out to the public Wall is where you share public info, people can “like” with a thumbs up, and comment and share with their networks
  • Local government: County public health dept Information out to the general public..they are sharing videos
  • Community coalition: WI obesity prevention coalition in Marathon county Keep up to date See the interaction Notice the photos..I didn’t point it out but flickr has added a square shape to their options
  • Non profit organizations: Online presence for policy advocacy They started separate pages for campaigns. Show support for policy work by numbers of fans and people who like this Recruit for off line aciton like speaking at hearing Consistent messages Share photos and videos
  • To have a conversation
  • To keep the conversation going after a workshop
  • To make it easy to get involved in a competition
  • Photos of people…at an event…lots of photos Org post..but most of the posts were from people: questions, thank yous,
  • Landing page is not their wall It integrates their social media presence
  • Wall Lots of likes and comments…you shouldn’t have to ask people to like you Lots of photos
  • If you really want to engage and influence people on Facebook…your strongest strategies will work on building relationships And let go of control? (30-70 from networked non profit)
  • Networked non profit Listen 30-70% Rule Beth
  • http://www.workingwikily.net/Working_Wikily.pdf How we share information Connect with each other Access different perspectives and expertise
  • The web is the great equalizer….we can hear voices we have not heard before Think of communities that you work with who are not respected, who do not have access to power of Status, education, money, connections
  • Laura 10 years old…25 days of giving in honor of
  • The story of her grandfather..and she wanted to honor his memory People all of the world are having a conversation with Laura and how she has inspired them
  • Asked homeless people what programs made the biggest difference in their lives MN coaltion for the homeless
  • Content: information is power and anyone can publish…are you? Connections: social capital..relationships are power…because connections influence behavior..and networks are self organizing Credibility: authenticity is powerful…social media makes it possible to share peoples faces and voices….we can hear people we couldn’t hear before…and telling their own story is powerful
  • Three ideas to get you started….listen to what your audience is doing and asking for ( on line and off)…that is your best bet for adding value. Take a look at what other organizations are doing on line..esp those that have been there awhile…check out Beth’s blog for examples for non profit examples… Try , learn , adapt…start small
  • This is where key points, slides and resources are available Questions
  • We have the tools to work better….how can we not use them?
  • Power of Social Networks

    1. 1. The Power of Social Networking To Inform, Influence, Inspire Julie Swanson Wisconsin Clearinghouse, University of Wisconsin- Madison
    2. 2. How you communicate matters Julie Swanson Senior Outreach Specialist
    3. 3. Meet Harriet flickr.com/photos/grantneufeld Clean Air !
    4. 4. Flickr: jonathangaskin
    5. 5. Flickr: Ario
    6. 7. Flickr: bensheldon
    7. 8. Flickr: pablobastidas
    8. 9. Flick: rhecanjog
    9. 10. flickr:christinielsen
    10. 11. Social Networking Is it worth it?
    11. 12. Social Networks Inform, Influence, Inspire
    12. 13. 3 Powerful Reasons <ul><li>1 . Content </li></ul><ul><li>2. Connections </li></ul><ul><li>3. Credibility </li></ul>Flickr: Choconancy1
    13. 14. Content <ul><li>Information = power </li></ul>
    14. 15. <ul><li>How content is shared </li></ul>
    15. 16. Traditional Media Few Social Media Anyone Who o Radio, TV Blog Podcast Youtube
    16. 17. Peer reviewed journal Blog/RSS Long time Immediate When
    17. 18. Where flickr : yourdon flickr : dippy_duck Limited d anywhere
    18. 19. How content is created
    19. 20. Who Crowd Sourcing Wisdom of Crowds User Generated Content Experts
    20. 21. “ The People Formerly Known as the Audience”
    21. 22. Involve audience in creating content
    22. 23. http://www.youtube.com/watch?v=_gwUdmPl0bU Why Use Examples How it Works Video Sharing
    23. 24. Information = Power <ul><li>Anyone can create </li></ul><ul><li>Anyone can publish </li></ul>
    24. 25. Blogs Blogs
    25. 26. How many of you? <ul><li>Read </li></ul><ul><li>Comment </li></ul><ul><li>Author </li></ul>
    26. 27. Share information
    27. 28. As a support group Marathon County Blog
    28. 29. For accountability
    29. 30. Team Communication
    30. 31. Share Lessons Learned
    31. 32. Three great reasons to blog
    32. 33. Short, one topic posts
    33. 34. Search by month … or topic! Online Archive Why Use Examples How it Works Blogs
    34. 35. Comments = conversation Why Use Examples How it Works Blogs
    35. 36. 3 Powerful Reasons <ul><li>Content </li></ul><ul><li>Connections </li></ul><ul><li>Credibility </li></ul>Flickr: Choconancy1
    36. 37. The Spread of Obesity in a Large Social Network over 32 Years New England Journal of Medicine July 2007 Why Use Examples How it Works Facebook
    37. 38. socialmarketing.blogs.com/r_craiig_lefebvres
    38. 39. Social Capital = Power
    39. 40. We can organize in new ways
    40. 41. Power to the Edges <ul><li>“ Large numbers of people can be mobilized within hours— even minutes—… at little or no cost.” </li></ul>
    41. 42. “… barriers to group action have collapsed.. ..without those barriers, we are free to explore new ways of gathering together and getting things done.”
    42. 44. In 11 weeks <ul><li>480 bone marrow drives </li></ul><ul><li>24,611 new people registered </li></ul><ul><li>3,500 volunteers recruited </li></ul><ul><li>150,000 visitors to websites </li></ul>
    43. 45. Relationships = Power <ul><li>Social Capital </li></ul><ul><li>Self Organizing </li></ul>
    44. 46. Facebook
    45. 47. How is Facebook being used?
    46. 48. Share information
    47. 50. Why Use Examples How it Works Facebook
    48. 58. Build Relationships <ul><li>“ At their core, social networks are about relationships and are built on trust.” </li></ul><ul><li>From Working Wikily </li></ul>
    49. 59. Build trusted relationships <ul><li>Listen </li></ul><ul><li>30-70 “rule” </li></ul>
    50. 60. 3 Powerful Reasons <ul><li>Content </li></ul><ul><li>Connections </li></ul><ul><li>Credibility </li></ul>Flickr: Choconancy1
    51. 61. Working wikily <ul><li>“ expanding our ability to access </li></ul><ul><li>new perspectives by tapping into the ideas and expertise of many individuals, rather than relying only on an elite few” </li></ul>
    52. 62. <ul><li>The Power of Authenticity </li></ul>
    53. 67. The Power of Authentic Voices <ul><li>Share Stories </li></ul>
    54. 69. 3 Powerful Reasons <ul><li>Content </li></ul><ul><li>Connections </li></ul><ul><li>Credibility </li></ul>Flickr: Choconancy1
    55. 70. Next steps <ul><li>Listen </li></ul><ul><li>Look at experienced organizations </li></ul><ul><li>Pilot </li></ul>
    56. 71. Resources Bethkantor.org
    57. 73. Summary and Resources at: bit.ly/socialnet4h
    58. 74. Are Social Networks worth it?
    59. 75. Do you want to… <ul><li>link with any number of people </li></ul><ul><li>access greater diversity of perspectives </li></ul><ul><li>accelerate the sharing of information </li></ul><ul><li>reduce the cost of participation and coordination </li></ul>
    60. 76. The Power of Social Networks <ul><li>Content </li></ul><ul><li>Connections </li></ul><ul><li>Credibility </li></ul>Flickr: Choconancy1