Rotarian’s Guide to Social Media


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This guide includes great moments in social media history, tips for staying safe online, and a glossary.

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Rotarian’s Guide to Social Media

  1. 1. globaloutlooka r o t a r y p r i m e ra rotarian’s guide to social mediaCopyright © 2010 by Rotary International. All rights reserved.nov10-61-68-globaloutlook-V6.indd 61 10/18/10 3:25 PM
  2. 2. tHe social media landscapeMICRO-BLOGGINGBLOGGING SOCIALNETWORKINGMEDIASHARINGBUSINESSNETWORKINGSOCIALBOOKMARKINGMICRO-BLOGGINGBLOGGING SOCIALNETWORKINGMEDIASHARINGBUSINESSNETWORKINGSOCIALBOOKMARKINGBLOGGING SOCIALNETWORKINGMEDIASHARINGBUSINESSNETWORKINGSOCIALBOOKMARKINGBLOGGING SOCIALNETWORKINGMEDIASHARINGBUSINESSNETWORKINGSOCIALBOOKMARKINGMICRO-BLOGGINGBLOGGING SOCIALNETWORKINGMEDIASHARINGBUSINESSNETWORKINGSOCIALBOOKMARKINGMICRO-BLOGGINGBLOGGING SOCIALNETWORKINGMEDIASHARINGBNEConnectingwith friendsand familyonline.Postingvideo,photos,and music.Broadcast-ing shortmessages toother users orsubscribers.Connectingwith otherprofessionals.Organizingand sharingyour favoriteweb pagesand sites.Publishingnews orkeeping anonline journalor diary.Facebook33.4%Hi5Kaixin001MixiMySpaceOrkutQQ/QzoneVKontakteYou canpost statusupdates, sharephotos, andchat all inone place.Privacysettings canbe complex.YouTube24.1%Visual mediacan appealto a wideaudience.Users need tobe aware ofcopyright laws.DailymotionFlickrKu6MegavideoPhotobucketTudouYoukuBlogger11.6%AmebaBlogfaLiveJournalMihan BlogSeesaaTypePadWordPressYou cancreate yourown miniwebsite inminutes.Regularlyupdating ablog requirescommitment.Twitter7.1%DiguFriendFeedIdenti.caJaikuPlurkTumblrYammerCreating shortmessagesdoesn’t takea lot of time.Irrelevantchatter, or“noise,” canbe frustrating.LinkedIn2.5%APSenseBiznikEcademyFast PitchFocusRyzeXINGCreating anonline networkmay generatenew businessleads.Users may feelpressure toshare sensitiveinformation.Digg0.8%DeliciousDiigoMister WongMixxPropellerRedditStumbleUponYou canaccess a listof your favoritewebsites fromanywhere.Using tags,or keywords,may beconfusing.Add Rotarianto your profile.Post photosor videosof a serviceproject.Share yourclub’s newson a blog.Send briefremindersabout Rotaryevents.Find someonein your networkto invite to aRotary event.Click theShare buttonon an RINews story.What itinvolvesWorld leaderby % ofall internetusers who visitthe site*otherleadingsitesadvantagedisadvantageHow topromoterotarysocialnetWorkingmicro-bloggingbusinessnetWorkingsocialbookmarkingmultimediasHaring blogging* According to’s three-month average as of 13 July.  •  •  •  •  •  • ILLUSTRATIONSBYOTTOSTEININGERnov10-61-68-globaloutlook-V6.indd 62 10/18/10 3:25 PM
  3. 3. good news Ramona’s club in Peruhas come to an agreement with a club inIndia to build a children’s hospital. Ravi,a Rotarian in India, is helping herspread the word through social media. (1) (2) (3) (4) (6) (5) (7)(1) ramona posts the news on her Facebook page. Her fellow club members are ecstatic, and they look forward to their next meeting. (2) sHecreates a youtube cHannel with videos she found about the city where the hospital will be built. (3) sHe joins a group about infant mortality on XING and finds an expert to speak at an upcoming fundraiser. (4) on tWitter, sHe tWeets a message about the fundraiser with a link to her YouTube channel. (5) Her district governor retWeets the message. A club in her district watches the YouTube videos at its next meeting and is moved. (6) tHe Fundraiser is a success. Ramona collects attendees’ e-mail addresses and sends them a link to the blog Ravi has started. (7) ravi keepsa blog to show the progress on the hospital. Once the hospital is complete, He Will use tHe blog as a resource for his club’s next media in actionILLUSTRATIONSBYOTTOSTEININGERnov10-61-68-globaloutlook-V6.indd 63 10/18/10 3:25 PM
  4. 4. it would be easy to writeoff Facebook, Twitter, andYouTube as websites that helppeople goof off – but you’dhave to ignore the millionsof dollars that humanitarianorganizations have raised usingsocial media,and the millions ofpeople whom social networkstouch every day.Though youmight not think of them asserious communication tools,social media sites have provedto be a powerful force for doinggood in the world:They’re free,and they spread informationfaster and to more people thanany other mode of commu-nication in history.The news-paper, telegraph, telephone, and e-mail don’t even come close.In early 2009,Twitter users coordinated a one-day worldwidefundraiser to support Charity:Water, a nonprofit organizationdedicated to bringing clean and safe drinking water to developingnations.The offline festival, called a Twestival, was planned inless than a month and brought together more than 10,000attendees in over 200 cities, raising more than US$250,000.This year, Twestival participants in 45 countries upped theante, bringing in more than $450,000 for another charity,Concern Worldwide.The event marked a watershed momentfor fundraising and international service programs, showing thatsocial media have the power to rally support for humanitariancauses in a short time.Earlier this year, when a 7.0 magnitude earthquake devastatedHaiti, killing over 200,000 people and leaving another millionhomeless, social media users spread news of the disaster andmobilized aid. Minutes after the quake struck, shocking imagesof the aftermath flooded Facebook andTwitter.It wasn’t long untilcontributions began pouring into the relief effort. Social mediaand a text-to-donate campaign helped the Red Cross raise over$396 million in less than three months.Web users caught in political turmoil have also foundsupport through social media. In June 2009, when incumbentMahmoud Ahmadinejad beat Mir Hossein Mousavi in the Iranianpresidential elections,doubts over the authenticity of the electionresults escalated into demonstrations that flooded the streets.Protesters who wanted to communicate with each other andspread their message to the rest of the world turned to socialnetworking sites. Iranians sent status updates through Twitterabout what was happening on the ground and posted videos onYouTube and photos on Flickr immediately after taking them.The outcome was historic: Social media broke news faster thanmajor news networks.The most powerful moment of the Iranian election crisis camefrom a 40-second YouTube video of Neda Agha-Soltan’s lastmoments of life after she was shot in the chest at an antigovernmentdemonstration. The footage moved viewers worldwide andrefocused global attention on the bloodshed in Iran.Social media have been as instrumental in telling tales of heroismas they have of tragedy.When Captain Chesley“Sully”Sullenbergersaved 155 passengers and crew by landing a disabled commercialairliner,USAirways Flight 1549,in NewYork City’s Hudson Riverin early 2009,the story of“the miracle on the Hudson”unfoldedthrough social networks. Janis Krums, an eyewitness, publishedthe first picture of the landing after capturing the image on hisiPhone and posting it to Twitter.The photo became recognizedworldwide as both a record of the first moments of the event andas proof of social media’s rapid, powerful reach.International and government agencies have also discoveredthe utility of social media in times of crisis. Last year, as theworld began to panic about the spread of the H1N1 virus (swineflu), many feared it would become the worst pandemic sincethe Spanish flu of 1918.At the peak of concern,Twitter userssent tens of thousands of messages about swine flu every hour.Agencies such as the World Health Organization and the U.S.Centers for Disease Control and Prevention responded by usingFacebook,Flickr,YouTube,MySpace,and podcasts to disseminateup-to-date information on H1N1.WHO and CDC are alsousing HealthMap ( – a popular tool thataggregates disease outbreak data in several languages from aroundthe Web, including from social media sites – to map swine flucases throughout the world.Although the swine flu outbreak ended up being no morelethal than that of the average flu virus, the event demonstratedhow far social media have come in distributing informationat critical moments. Social media help us learn, respond,educate others, and raise funds faster and more effectively thanever before.greatmomentsin socialmediamessages tHatcHanged Historyby ben parrnov10-61-68-globaloutlook-V6.indd 64 10/18/10 3:25 PM
  5. 5. social networking can helpyou connect with distant friendsor gather with others in the real world. But small details that yougive away – your location, the causes you support, even your fa-vorite movies – could have serious implications if a burglar,strong-arm government, or prospective client got hold of them.If you think you’re sharing this information only with friends,you might be mistaken. Over the past decade, social networkingsites have deliberately and accidentally released private data.Thebiggest threats come from companies that share or leak your in-formation in ways you may not understand or approve of.Facebook ( has made several high-profileprivacy mistakes. In 2006, it began publishing users’ actions, suchas the groups they’d joined, to public news feeds.The surprisechange made people reluctant to connect with support groups andother organizations.“We really messed this one up,” said MarkZuckerberg, Facebook founder, in his open apology letter.In late 2009, the company settled a class-action lawsuit over itsBeacon technology,which tracked some users’off-site purchases andpublished the transactions on Facebook.Then,earlier this year,Face-book changed people’s account settings to make more of their con-tent public,requiring them to take action to restore their privacy.Service bugs could also put your personal information in danger.In 2008,Bebo ( granted several New Zealand usersfull control of other individuals’ accounts, allowing them to view,copy,and modify details that hadn’t been publicly released.One of China’s largest social networking sites, Qzone (,and otherTencent QQ-related services have facedgovernment pressure that could jeopardize users’ privacy. In 2005,officials demanded that Shenzhen-basedTencent collect the real namesof members who founded and administered virtual groups,but thecompany didn’t follow through. Still, the Chinese government hascontinued to push against anonymity,so private information sharedon social networks might one day appear in a government report.Location-based services present another threat.Sites such as Loopt( and Foursquare ( help youfind the location of friends through GPS,and this data often is pub-licly recorded. Did you walk in a protest or call in sick to work totake your child to the zoo? Strangers might see those details,depend-ing on your privacy used location datafromTwitter ( to show how users compromisetheir security by broadcastingthat they aren’t home.A latecomer to social net-working, Google tried tomake up ground – and over-reached – when it launchedBuzz ( in the beginning of thisyear. Leveraging users’ Gmaildata, Buzz automatically cre-ated social networks based onfrequently e-mailed contactsand made these contact namespublic,no matter who they be-longed to:a best friend,divorceattorney, or psychologist.Google soon changed the set-tings of these networks be-cause of public backlash.The upside to these cautionary examples is that the world isbecoming aware of how websites use information.“People arehaving a thoughtful debate and discussion about what privacy isand what they want,”says Rebecca Jeschke,media relations directorof the Electronic Frontier Foundation ( remains tobe seen if social networks are listening.socialnetworksriskyourprivacybeWare oFWHat you sHareby Zack sternTo get the most out ofsocial media sites withoutsacrificing your privacy,keep these tips in mind:• Revisit your privacy settings.Social networks sometimeschange settings and opt youin or out of services withoutyour permission. Visit youraccount settings page eachmonth to look for changes.• Protect your account login.Use a unique passwordwhen you register for anysocial media service. Ifthe service is hacked or yourpassword is stolen, yourother online accounts won’tbe compromised.• Take a second look at theterms of service. These rulesidentify what social networkscan do with your information.Learn about updates tomajor sites’ terms of serviceat• Think before you post.Carefully consider the text,photos, and videos andwho might see them:clients, peers, orgovernments. Even social-networking games andquizzes could send yourdata to marketers.stay safe witH social medianov10-61-68-globaloutlook-V6.indd 65 10/18/10 3:25 PM
  6. 6. argentina● Facebook● YouTube● Taringa● Bloggeraustralia● Facebook● YouTube● Blogger● Twitteraustria● Facebook● YouTube● Blogger● Twitterbangladesh● Facebook● Blogger● YouTube● Somewhere in Blogbelgium● Facebook● YouTube● Blogger● Netlogbrazil● Orkut● YouTube● Blogger● Twitterbulgaria● Facebook● YouTube● Vbox7● BloggerCanada● Facebook● YouTube● Twitter● BloggerChile● Facebook● YouTube● Blogger● TaringaChina● QQ/Qzone● Youku● Tudou● Ku6Colombia● Facebook● YouTube● Blogger● TaringaCzeCh republiC● Facebook● YouTube● Lidé● Stream.czdenmark● Facebook● YouTube● Blogger● Twitteregypt● Facebook● YouTube● Blogger● TwitterFinland● Facebook● YouTube● Blogger● Suomi24FranCe● Facebook● YouTube● Dailymotion● Bloggergermany● Facebook● YouTube● Twitter● XINGindia● Facebook● YouTube● Blogger● Orkutiran● Blogfa● Mihan Blog● Cloob● Bloggeritaly● Facebook● YouTube● Blogger● WordPressJapan● YouTube● Ameba● Mixi● Twitterkorea● Facebook● YouTube● Cyworld● BloggermexiCo● YouTube● Facebook● Blogger● Taringamongolia● YouTube● Facebook● Hi5● Bloggertop Four social media sites in selected areasWorld 2.0favorite social mediaby geograpHic areaAccording to’s one-month traffic rankings as of 13 July. White areas represent places for which data was unavailable.nov10-61-68-globaloutlook-V6.indd 66 10/18/10 3:25 PM
  7. 7. nepal● Facebook● YouTube● Blogger● Twitterthe netherlands● YouTube●● Facebook● Twitternew zealand● Facebook● YouTube● Blogger● Twitternigeria● Facebook● Blogger● YouTube● Twitternorway● Facebook● YouTube● Blogger● Twitterpakistan● Facebook● YouTube● Blogger● Twitterperu● YouTube● Facebook● Blogger● Hi5philippines● Facebook● YouTube● Blogger● Friendsterpoland● YouTube● Facebook●● Bloggerportugal● Facebook● YouTube● Blogger● Hi5romania● YouTube● Facebook● Hi5● Bloggerrussia● VKontakte●● YouTube● LiveJournalsaudi arabia● YouTube● Facebook● Blogger● Netlogsouth aFriCa● Facebook● YouTube● Twitter● Bloggerspain● Facebook● YouTube● Blogger● Tuentisweden● Facebook● YouTube● Blogger● Twitterswitzerland● Facebook● YouTube● Blogger● Twittertaiwan●● Facebook● YouTube● Pixnet.netthailand● Facebook● YouTube● Hi5● Bloggerturkey● Facebook● YouTube● Blogger● Izleseneunited kingdom● Facebook● YouTube● Twitter● Bloggerunited states● Facebook● YouTube● Twitter● Bloggeruruguay● Facebook● YouTube● Blogger● TaringaVenezuela● Facebook● YouTube● Blogger● TwitterMICRO-BLOGGINGBLOGGING SOCIALNETWORKINGMEDIASHARINGMICRO-BLOGGINGBLOGGING SOCIALNETWORKINGMEDIASHARINGBUSINESNETWORKIMICRO-BLOGGINGBLOGGING SOCIALNETWORKIMICRO-BLOGGINGBLOGGINMICRO-BLOGGINGBLOGGING SOCIALNETWORKINGMEDIASHARINGBUSINESSNETWORKINGSOCIALBOOKMARKINGMICRO-BLOGGINGBLOGGING SOCIALNETWORKINGMEDIASHARINGBUSINESSNETWORKINGSOCIALBOOKMARKnov10-61-68-globaloutlook-V6.indd 67 10/18/10 3:25 PM
  8. 8. A@: In microblogging and social networking, a symbol placed before a username to mention or reply to  a user. For example, on Twitter, adding @Rotary to the beginning of your tweet shows that you  are speaking to or about  Rotary International.archive: A historical collection of articles or posts, usually on a blog or news website, organized  by date or category. View the RI News archive at To prohibit someone from sending you messages or viewing your profile or other information on a social network.blogroll: A list of recommended blogs or  web pages, usually about  a similar topic or topics.Ddashboard: A control panel or interface, such  as on a blog, that allows you to manage your  media and settings.Eembed: To display a video or photo from another site by adding a line  of code to your web page.Ffeed: A constantly updated stream of information delivered  at regular intervals. Subscribe to the  RI News feed at To subscribe to a microblog feed, such  as on Twitter. Follow Rotary at (noun): A person who has agreed  to connect with you  on a social network.friend/unfriend (verb):To add someone to or  delete someone from  your social network. Ggeotag: To add location information in the form  of metadata or tags. For example, on Flickr, you  may identify your photos with the location where  you took them.Hhashtag (#): A symbol that allows you to tag, or categorize, your microblog posts. On Twitter, using  #Rotary marks your tweets as Rotary related. Searching Twitter for #Rotary yields all Rotary-related tweets.hits: The number of times people have visited  a website or web page.Llink (or hyperlink):A web reference that  allows you to navigate  to another web page  by clicking on text or  a graphic.Mmetadata: Information such as a tag, descrip- tion, or caption attached  to a photo, video, blog  post, or other media. multimedia: Online content that incorporates several forms of media, such as photos, video, audio, and text.Nnotification: A short, automated message informing you of an  action you or a friend has taken. For example, on Facebook, you may receive a notification each time  a friend posts an update  or uploads photos.Ppermalink: A unique hyperlink to a blog post or article that continues to work even if the page is moved or archived.plug-in: Software added to an application to perform special An article, message, or entry published on a blog or social networking site.privacy settings: A set of preferences you control to determine  how a website uses the information you share.profile: An online representation of some- one’s personal identity.  On Facebook, you must  be a person, not a busi- ness or organization,  to have a profile.Rretweet: On Twitter, to repeat, or repost, a tweet  by typing RT @ plus the original author’s username and message.Sshort URL: A con-densed web address  for use in microblogging and other social media. Web sites like  and can shorten  a long hyperlink to a  few characters.status: A short description of what you’re doing right now.  syndication: A method of delivering online content from blogs and news sites to another website or  web user. Really Simple Syndication (RSS) allows users to subscribe to  news and blog feeds.Ttag: To add keywords to a bookmark, video, photo,  or blog post to help users search for media by topic.trackback: In blogging, a way to link a post to  a comment or response published on another blog.tweet: On Twitter, a mes-sage of 140 characters or fewer published to a feed.tweetup: An organized, in-person gathering of people who use Twitter.Uusername: The name, or user ID, you use  to log in to a website  and identify yourself to others. On Twitter, RI’s username is Rotary.Vviral: Spreading quickly throughout the Internet. Popular phrases, ideas, photos, and videos can travel rapidly from user  to user through links, parodies, and reposting.Wwall: On Facebook, a feed of a user’s latest activities displayed on  his or her profile page.8ConneCt with RotaryInternational and The RotaryFoundation on Facebook,Twitter, LinkedIn, and more.Visit megan Ferringernov10-61-68-globaloutlook-V6.indd 68 10/18/10 3:25 PM