I presented an introduction to Social Media to the club, and used the Malvern Red & Black Society as the business case.

1. +
An Introduction to Social
Media
By Shanta R. Nathwani, B.Com., MCP
Independent IT & Social Media Consultant

2. + 2
Introduction
 Qualifications:
 Diploma in Network Administration, York College of
Information Technology
 Bachelor of Commerce in Information Technology
Management, Ryerson University
 Independent IT and Social Media Consultant
 Clients include NPO’s, Real Estate, Software
Developers, Financial and Political Sectors
 Instructor, Sheridan College in Intermediate Web Design

3. + 3
Social Networks Explained

4. + 4
Main Streams
 Facebook
 Individuals, Non-Profits and Companies
 Typically used for Business to Consumer, but can also be used for
Business to Business
 To add a friend, need both parties to accept
 Anyone can “Like” a page or group as well as subscribe to updates from
individuals
 Twitter
 Individuals, Non-Profits and Companies
 Used equally between B2C, B2B and C2C
 Limited to 140 characters. Often referred to as Microblogging
 No need to accept relationship (unless marked private). Just because
someone follows you, doesn’t mean you have to follow you back
 Uses hashtags for search and emphasis (i.e. #fail)

5. + 5
Main Streams (con’t)
 YouTube
 Individuals, Non-Profits and Companies
 Used equally between B2C, B2B and C2C
 Used to demonstrate things not easily shown in documentation
 Can create channels or collection of videos
 LinkedIn
 Used for professional connections by Individuals, Non-Profits and
Companies
 Must accept relationship
 Mostly free but has some paid sections

6. + 6
Other Streams
 MailChimp for email marketing/newsletters
 Eventbrite for events and registrations
 Pinterest for images
 WordPress for Blogging or as a Content Management System

7. + 7
Channels
• Friends Network
• Can be fed manually or
You Tube Facebook automatically
• Can be it’s own channel or placed
or Photo into posts • Individuals or Pages
Gallery
• Anyone connects with anyone
• Can be fed manually or
Twitter automatically
• No hierarchy
• Professional Network
• Can be fed manually or
LinkedIn automatically
• Individuals or groups
Posting Direction Flow
• Emailing list can be updated from
master
Mailchimp • Self-manages
bouncebacks, unsubscribes, etc.

8. + 8
The Malvern Red & Black Society
 Started in 2003 after the 100th Anniversary Reunion of Malvern
Collegiate Institute
 Thousands of attendees, but what to do with this wonderful
resource?
 So much work on the archives to prepare, but now what?
Create the Alumni Association at arm’s length
from the Toronto District School Board

9. + 9
MRBS Problem Definition
 Current website is static and takes a programmer to update it.
No engagement, no reason for people to come back and
message ends there.
 Newsletter produced twice a year that is 8 pages long. Sent out
in paper and email format. PDF uploaded to the site. This is
about the extent of the updates to the site.
 Most of the committee are retirees. Who will take up the helm
when we are missing the latest three decades or more don’t
even know we exist or have little interest?
 Need to engage the community more and have our committee
contribute more to the site in smaller pieces

10. + 10
MRBS Solution
 Implement WordPress as a website. Updates done by our
committee members, including articles from newsletter
 Engage and drive members on social media (Facebook, Twitter
and LinkedIn) to the website. Encourages sharing and attracts
potential donors/volunteers
 Messages are more frequent, smaller in size and automatically
transmitted through multiple channels.
 While this allows us to engage our younger generations
more, we still maintain the other channels for our older
generations without having to produce more content

11. + 11
MRBS: Budget
Costs
 $20 for the domain
 $6.95 per month for hosting on BlueHost for one year
 $120 Buddy Press Backup system (Personal expense)
 Total for the organization: Approximately $100 /yr

12. + 12
MRBS: Everything Else
Free
 WordPress Theme  LinkedIn
 WordPress.org Platform  YouTube
 Facebook  MailChimp
 Twitter  Eventbrite (for free events)

13. + 13
Some Additional Tips
 Don’t put anything on social media that you wouldn’t expect to
see on a billboard. You should and can control what goes out.
 Don’t automatically cross post (i.e., Facebook to Twitter or vice-
versa). Once in a while is okay, but for the most part, customize
the message for the platform/channel
 You can manage your social media in about one hour per day;
about 20 minutes at breakfast, lunch and dinner

14. + 14
Take Away
 The conversation is going to happen whether you are there or
not. You won’t be able to control it, but rather than ignore
it, why not manage it and be where your clients are? –
paraphrased from Scott Stratten
 It doesn’t have to be perfect, just genuine.
 Social Media doesn’t replace face-to-face, it should compliment
it.
 In addition, if I offered you a free tool to help market to potential
clients, even thousands, how likely are you to use it? That’s
what I thought.

15. + 15
Thank You!
Shanta R. Nathwani
Twitter: @TantienHime
Email: shanta@shanta.ca
Profile: LinkedIn.com/in/nathwani

16. +
Questions?
And maybe some answers?
16