Why social media? If you want to engage the public, you need to meet themon their own ground.
Before you start, consider:Who do you want to reach?What do you want to say?How do you want to say it?How will you get it to the people you want to reach?
Case studies: Different blogs fordifferent purposes• Words from a Wet Vet (replacing a newsletter for a specialized audience)• H2ONC (broad topical engagement and education)• An Educator At Sea (special project chronicle)
How will I find the time?• Post short, timely items.• Compose quickly, spell-check, send.• Reuse existing material.• Redistribute widely• Sharing is the currency of social media. Encourage readers to share your posts.
Get the word outUse the tools you already have:• Email lists• Print mail lists• E-mail signatures, business cards• Mention it at meetings• Post to FaceBook, Twitter, etc.
Grab those metrics• Social media user stats, blog server stats.• Google Analytics (free!)• Blog comments, retweets, Facebook “likes,” etc.• When in doubt, survey your followers.• If it’s not working, change it!