And, at the end of the day, you’ll want your people to take action, which is what Obama wanted voters to do. He wanted them to vote – and to vote for him.It’s the same thing when it comes to Association work. We want our members and potential members to get involved. So it’s critical for you, as leaders, to make an ask – and ask that’s realistic.For example, right now, we’re dealing with the Fiscal Cliff. And NEA is asking members to take action by contacting their members of Congress to prevent these deep, across the board cuts. The campaign of “Kids, Not Cuts” is featured prominently on the NEA website, which then takes you to one of our micro sites, EdVotes, which is where folks can take action and share stories of how this is going to impact them. It’s also being pushed out via twitter, using right hashtags, which I’ll explain a little later. So our goal is to push out relevant information that engages our members, and we’re asking them to tell us their story and contact their members of Congress. And this is what social media is about, from raising millions of dollars for a presidential election to toppling long-existing governments, as we saw in Eygpt. Social media is not going anywhere. [NEXT SLIDE]: Examples of positive use
Use it for…#1: Getting the word out#2: Publicizing events#3: Enabling members to share information #4: Encouraging members to talk with each other#5: Getting your members more engaged#6: Measuring your effectiveness
In social networks, online groups behave a lot like offline groups. Bring people together and give them the tools to act on behalf of your Association. How does Social Media fit within the broader context of what you want to accomplish in your Association? Do you have other ways for people to participate? Think about complementary ways in which people can take action and communicate. Most important, develop ways to motivate offline action.
It often takes time to appreciate the full impact of a particular innovation or technology. In the case of the Web, we still have a long way to go before we understand the ways it is changing how we work and play. One aspect of it, however, in relation to the way we work together, is becoming clearer. When many of us were introduced to workplace technology in the 1980s, the emphasis was on personal productivity using word processing and other office tools. In the 1990s, we got office networks, and e-mail became the norm for distributing and sharing information among workers. Collaboration support was primarily in terms of communication. Web technology and the browser were used at the same time by many organizations internally, but these were about distributing information to employees (intranets) and about access to applications (enterprise portals), not about collaboration support. The past few years have already begun to see the arrival of some new technologies — often led by end users — such as blogs, wikis, and social networks to support collaboration in a more open and flexible way. We believe that these Web applications have a common architectural heritage (being Web-oriented) that promises to change again the way we collaborate: from sharing resources created using our personal tools, to working directly on the same resources, in place, in the same context, and in a way that captures and reflects all interactions with these resources and with each other.
67% of online adults use a social networking site, representing more than half of the entire adult population in the U.S.Young people are the heaviest users of social networking sites (SNS), and Facebook is still the dominant platform. But other sites attract a wider variety of demographic groups.
Text messagingThe mobile phone is changing how we do things. People are on the phone, but they’re not making phone calls! When it comes to text messages, they’re very similar to tweets. You have 160 characters or less to get one message across. Consider using text messages when: 1) There is urgency to a message; 2) You want to drive massive turnout; and 3) Make direct contact with someone. % of cell owners64% send photo or video60% (of Twitter users) access Twitter55% access social net. site30% watch a video 11% have purchased a product11% charitable donation by text
It’s like when the telegraph wire was laid across the Atlantic.
This was important because this was a tweet. They had been trying to get the media to pay attention – sometimes you’ll send the media a news release and it can sit in water…a football player tweeted about “I’m proud to be a union worker support WI workers…and get out the vote..” He put the hashtag and asked people to retweet…when contructing a good msg make sure you’re using the right hashtags…so…someone retweeted him…another nfl player retwetted, started to spread because once nfl players got involved…then it became a story.
Here’s another social media opp – binders full of women….
Another example --- it allows people to be a part of the conversation.
Or, you feel like this….
DO’S AND DON’TS OF SOCIAL MEDIADon’t join inappropriate sites or unprofessional sites. And also consider that perception is reality. So, if you’re on a site that supports merit pay or vouchers, it may be perceived as your endorsement. Do consider whether you can accomplish your purposes by just observing a group’s activity rather than becoming a member. DO’S AND DON’TS OF SOCIAL MEDIADon’t use fowl language, but also do monitor comments that are posted to your page. Delete any with inappropriate language or content. Do Monitor your friends’ Facebook photographs. If someone “tags” you in an inappropriate photograph, remove the tag and ask that the photo be taken down.
Do set up a google alert for your name, organization and your top issues. This will do three things: 1) you may not get as blind sided from a story that is out there or an issue that’s brewing; 2) because you’re talking about your top issues … then…if that’s your platform then that’s your content so you can easily tweet or post on FB, using the @-mentions of the newspaper or reporter; plus, the appropriate hashtags.What this allows you to do is stay current on topics. Also, we often find ourselves stuck on what to say, this can help you find information in a timely fashion.Speaking of time…NEXT SLIDE.
What do you need to accomplish?Who are the people who can help you?What do you need them to do?Can the web facilitate that action?
Humanize: How People-Centric Organizations Succeed in a Social World by Jamie Note and Maddie GrantOpen Community: A Little Book of Big Ideas for Associations navigating the social web.
Using Digital &Social Mediato EngageMembersPresented byBrenda ÁlvarezNEA Communications TeamLorraine WilsonNEA ITS Team
In Today’s Session …1. Today’s Digital & Social Media Landscape2. Who set the Gold Standard for Effective Use of Social Media?3. Effective Use of Social Media4. Who is Using What Social Media?5. Where is MSEA on the Social Media map?6. Some tips and tools you may find helpful7. Do’s and Don’ts of Social Media8. And now… some fun homework…or before you leave…9. Social Media Books to Read10. Additional Resources11. Acknowledgements
Who set the Gold Standardfor Effective Use of Social Media?
From Convio: SOCIAL-SAVVY PEER-TO-PEEREVENTS: Quick-Start Guide
23Behaviors Have Forever Changed1985 PersonalProductivityOffice suitesIndividual contentFiling cabinetsPersonal1995 KnowledgeDistributionE-mail attachmentsContent distributionComputer networksTeams2005CollectiveEmpowermentSocial softwareMass collaborationPeople networksCollectivesAre you prepared for this fundamental empowerment shift?
Digital Revolution 2:How many adults use Social Media?
88% of US Adults Have a Cell Phone46% own “smartphones”
On March 27, 2013, educators from acrossthe state gathered together in the SenateOffice Building for an emergency lobbynight in support of HB 667 and SB 422.Emergency Lobby Night inSupport of Fair Share
4/23/201339Some tips andtools you may findhelpful
Twitter Twitter is like your personal newsfeed – follow peopleyou trust to share factual, interesting or funnyinformation. Verify any articles that you decide to retweet – neverretweet something if you haven’t read it or viewed it. Lists on Twitter are like sections in a newspaper – setthem up by topic or interest Use your Twitter lists with other applications to curatecontent
Don’ts of Social MediaRecognize that everything you write or receive on a socialmedia site is public.“Can U say wasted?”“Drinking and partying is my life.”“I’m gonna be a high schoolEnglish teacher one day.”
Don’ts of Social Media Don’t: Join groups that may be consideredunprofessional or inappropriate, and leave anysuch group that you are already a member of.Your participation in some online groups could beseen to indicate that you endorse their views. Don’t post: Vulgar or obscene language, materials,photos or links that may be consideredinappropriate or unprofessional. Don’t post: Any negative information aboutanyone. It will come back to haunt you!
Assume you will havesocial media misstepsand be prepared(ahead of time) to dealwith them.Rules ofEngagement:
And now… some funhomework…or before you leave…1. Pick a tool (Facebook, Twitter etc) and select threesteps to improve it, or try something new (example:update Facebook cover photo)2. List ways you can recruit others to your social mediaefforts (rank and file, board members, retiredmembers, friends of education)3. Exchange your personal and organizational socialmedia properties and experiences with others atyour table. Like, follow and friend them.
Questions Brenda Álvarezbalvarez@nea.orgLorraine Wilsonlwilson@nea.org
Social Media Books to ReadOpen Community:A Little Book of Big Ideas forAssociations Navigating the Social WebHumanize: How People-CentricOrganizations Succeed in aSocial Worldby Jamie Note andMaddie Grantby Lindy Dreyer andMaddie Grant
Resources Step-by-Step Guide to your Social Media Success.http://www.simplybusiness.co.uk/microsites/guide-to-social-media-success/ Planning Steps to consider prior to launching. The NonProfit Social MediaDecision Guide http://www.idealware.org/reports/nonprofit-social-media-decision-guide How to Use Twitter for Business: An IntroductoryGuidehttp://www.hubspot.com/twitter-for-business-a-beginners-guide/ 28 Twitter Hashtags to Follow Education Reform.http://edudemic.com/2012/04/28-twitter-hashtags-to-follow-education-reform/ 100 Social Media, Mobile and Internet Statistics for 2012 (March)http://thesocialskinny.com/100-social-media-mobile-and-internet-statistics-for-2012/
Maddie Grant, CAEChief Social Media Strategistmaddie@socialfish.orgSkype/Twitter: @maddiegrantLindy DreyerChief Social Media Marketerlindy@socialfish.orgSkype/Twitter: @lindydreyerwww.socialfish.orgLorraine WilsonNEA ITSlwilson@nea.orgTwitter: @LorraineWDCBeth KanterTwitter: @kanter(650) 823-9401www.bethkanter.orgBrenda AlvarezNEA Communicationsbalvarez@nea.orgt (202) 822-7592c (202) 262-5377