IT’S WATCHING A VIDEO ON YOUTUBE, LEAVINGFACEBOOK MESSAGES, TWITTERING, LOOKINGAT PHOTOS ON FLICKR, BOOKMARKING WEBPAGES ON DELICIOUS, TELLING PEOPLEWHERE YOU ARE ON BRIGHTKITE, BECOMINGMAYOR OF STARBUCKS ON FOURSQUARE,READING A BLOG POST, TEACHING THE WEBWITH HUNCH, OR SHARING YOUR STUMBLES.
MINIMUM ENGAGEMENT Active Facebook presence. Regularly updated web content. Current multimedia images or video. (YouTube or Flickr)
NEXT LEVEL ENGAGEMENT Topic on Linkedin. Tweet, retweet, and trend. Check-in on Foursquare.
EVALUATE Comparison to outside standards. What are they saying about us? Who is connected? Who are they connected to? How are they interacting?
Set Clear Goals What outcomes are we trying to achieve?
Outcomes should be S.M.A.R.T. Specific Measurable Achievable Realistic Timely
Outcomes should relate back tothe mission of your organization. Mission Vision Strategic Plan Tech Plan
Outcomes should relate to time. Short-term Mid-term Long-term Vision
Outcome examples… Increase traffic from Facebook to our website by 5% in 3 months.
Outcome examples… Receive $500 in online donations by November 20th.
Outcome examples… Have Mother’s Day 5K reposted/retweeted by 6 key social connectors before event.
Outcomes as a Logic Model… Inputs Outputs Outcomes Impact Primary form of Increase traffic 3 meaningful giving is through from Facebook to Staff Facebook posts online donation online donation Volunteers per week. system. tool by 5% in 3 Computers months Website Active Organization is Tech Skills conversations on mentioned Receive $500 in Outside Help Twitter and positively in online donations LinkedIn. organic online by November 30. interactionsLogic Model Development Guide from W.K. Kellogg Foundationhttp://www.wkkf.org/knowledge-center/resources/2010/Logic-Model-Development-Guide.aspx
Engage in ConversationSelect the mediums for interaction Provide relevant content Engage the inﬂuencers New Media Worksheet at Aids.gov http://blog.aids.gov/downloads/new-media-strategy-map.pdf
Implementer InnovatorDecision-makers And Policies How do we get people there? How many posts per day? What info do they want? Do we use events, causes, …? Outcomes Who in our network is inﬂuential? Objectives
The Implementer• Communication skills• Political savvy• Balance vision and needs• Project planning and control• Ability to inﬂuence• Can develop talent• Commitment to education• Vision 46