Social Media Case Study: the Pittsburgh G20

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  • On-the-spot reports from witnesses, property owners, business owners, protesters News media gathering stories from online media
  • Social Media Case Study: the Pittsburgh G20

    1. 1. Social Media Best Practices Cynthia Closkey October 27, 2009
    2. 2. Case Study: G20 Summit in Pittsburgh, September 24-25, 2009
    3. 5. Social media as means of PR/marketing
    4. 6. Social media as means of commentary & community input <ul><li>MyG20 </li></ul>
    5. 7. Social media as organizational tool for protesters <ul><li>G20 Resistance Project </li></ul>
    6. 8. Social media as news channel
    7. 9. Social media as document of events and historical context <ul><li>Flickr </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogs, Twitter, etc. </li></ul><ul><li>Tags: #pittsburghg20 #myg20 </li></ul>
    8. 10. Outcomes <ul><li>Pittsburgh showcased as revitalization model, green venues, capable of big event </li></ul><ul><li>G20 agreed to proposal to reform the IMF </li></ul><ul><li>~ 4,500 people participated in protests, 190 arrests made </li></ul><ul><li>~ $50,000 in property damage </li></ul><ul><li>Investigations into improper police conduct, findings to be released May 2010 </li></ul><ul><ul><li>Will be an issue in mayoral & gubernatorial races </li></ul></ul><ul><li>Two people arrested for allegedly directing protesters using Twitter </li></ul>
    9. 11. Learnings & Best Practices
    10. 12. Understand social media’s strengths & weaknesses <ul><li>Fast & wide: </li></ul><ul><ul><li>On-the-spot reports </li></ul></ul><ul><li>Self-correcting: </li></ul><ul><ul><li>Photos from French protests </li></ul></ul><ul><ul><li>Corrections to Wikipedia page </li></ul></ul><ul><li>Not all positive: </li></ul><ul><ul><li>ResistG20.org </li></ul></ul><ul><ul><li>Protesters & vandals using police scanners, Twitter, texting, etc. </li></ul></ul>
    11. 13. Recognize that you can’t control the message, but you can participate in it <ul><li>The community defines the story/message/brand </li></ul><ul><li>You still hold authority, access, benefits </li></ul><ul><li>Your greatest gain from social media is the ability to listen better </li></ul>
    12. 14. Gain experience early - before it’s urgent <ul><li>Know how social media fits into the overall media mix </li></ul><ul><li>Build relationships: enhance credibility and create internal capability </li></ul><ul><li>Find and support your community advocates (or someone else might) </li></ul>
    13. 15. Q&A <ul><li>What of this event was as you would have expected? What was a surprise? </li></ul><ul><li>Does your organization face a similar situation? How are you preparing or engaging? </li></ul><ul><li>Is the focus on social media appropriate or overblown? </li></ul>
    14. 16. Let’s discuss <ul><li>Cynthia Closkey, Big Big Design </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>724-505-1234 </li></ul></ul><ul><ul><li>@cynthiacloskey </li></ul></ul>

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