Getting Started with Social Media


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Alliance for Community Media Conference Social Media Presentation, July 10, 2010

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Getting Started with Social Media

  1. 1. Getting Started with Social Media<br />Introduction to Developing a<br />Social Media Strategy<br />Alliance for Community Media Conference<br />Pittsburgh, PA July 10, 2010<br />This presentation is licensed by Vanessa Rhinesmith ( and Colin Rhinesmith ( under a Creative Commons Noncommercial Attribution Share Alike 3.0 Unported license.<br />
  2. 2. [Getting Started with Social Media]<br />
  3. 3. Image courtesy of fredcavazza available on Flickr under a Creative Commons license<br />
  4. 4. Before You Begin: <br /> It’s tempting to jump right into social media and set up a myriad of accounts, but before you begin be sure to:<br />Determine your organization’s goals<br />Develop a communications plan<br />Know how social media fits<br />
  5. 5. [Step 1: Determine Your Organization’s Goals]<br />
  6. 6. What Is Your Message?<br />Tips for Defining Your Organization’s Message:<br />Review your organization’s mission and objectives<br />What are the key characteristics of your organization, your mission and organization’s primary purposed?<br />Identify what you want others to think of when they think about your organization<br />Determine if your message differs based on the intended audience<br />Make a bulleted list of the top three to five most important message items and share them with everyone in your organization<br />Your message should be considered whenever you’re talking about your organization, whether your talking to donors or writing up a press release or drafting a grant proposal<br />[Slide by Vanessa Rhinesmith]<br />
  7. 7. Why Would You Want to Publish on the Web:<br />Before diving into the web, ask yourself:  <br />Why do you need an online presence? <br />Who is your audience? <br />What experience do you want visitors to have when they visit your website, blog or social network (i.e., Twitter or Facebook)? <br />What are your strengths going into this project? What are your weaknesses?<br />How much time do you intend to dedicate to social media? How many resources?<br />How much can you afford to spend on social media as a communications channel? <br />
  8. 8. Are You in Control of Your Digital Identity? <br />You, and only you, should be in control of your organization’s online reputation. Here’s a few tips to help you maintain control of your web presence: <br />What does the web say about you? Be sure to do a basic Google search to see what conversation have already taken place or are taking place as we speak<br />How to take control? Search Google daily, better yet, set up daily Google Alerts (containing your organization’s name) and have these alert delivered to your email each day<br />Are you part of the conversation? If someone else is talking about you, your organization and/or your cause, then you should be open to joining the conversation (i.e., contributing to a blog or forum)<br />How to make the web work for you? Having a solid, updated website with a blog is a great place to start<br />
  9. 9. [Step 2: Develop A Communications Plan]<br />
  10. 10. Developing a Communications Strategy<br />Exercise:Ask yourself the following questions:<br />What is your organization’s mission?<br />Who is your target audience?<br />What is your message?<br />How will you communicate that message?<br />
  11. 11. Audience:<br />It’s easy to get caught up in what you want to communicate, but be sure to first identify your audience – it starts with them<br />Write out the type of audience or audiences that you want to focus on: <br />What are their key characteristics?<br />What are their communication preferences and informational needs?<br />
  12. 12. Create a Survey, They Work!<br />Surveys are a quick (and easy) way to learn a more about your community. In return, they offer invaluable information prior to the creation of a social media centric strategy.<br />Types of surveys:<br />Phone Calls<br />Paper Based Surveys<br />Web-based<br />Survey Monkey<br />Basic: Free (100 responses per survey)<br />Monthly Pro: $19.95/mo. (1000/mo.)<br />Annual Pro: $200/year (unlimited)<br />
  13. 13. [Step 3: Learn How Social Media Fits]<br />
  14. 14. Where Does Social Media Fit in Your Strategy?<br />Sequence of Execution:<br />Review your organization’s mission<br />Develop a message (i.e., communications strategy) that supports your organization’s mission<br />Identify your target audience<br />Determine how social media will support your communications strategy<br />Create consistent – not overwhelming – messaging across all communication channels<br />The Four R’s:<br />Receive feedback from your community/members/audience<br />Review all feedback<br />Revise your communications (including social media) strategies based on the needs of the community<br />Re-implement or adjust your strategy<br />
  15. 15. Conclusion:<br /> Remember that blogs, social networks and other social media platforms are just tools – and tools are only as good as their users:<br />Take your time learning how to use the tools effectively<br />Identify which tools work for you and the needs of your organization<br />Respect your capacity and the resource/time capacity of your organization<br />Be flexible and adapt to the tools that are the most valuable to your community members and intended audience(s)<br />
  16. 16. [Resources]<br />
  17. 17. Resources:<br />We Are Media –<br />Beth Kanter –<br />Frogloop –<br /> –<br />Net Squared –<br />Non-Profit Technology Network (NTEN) –<br />Socialbrite –<br />Social Media Guide for Non-Profits –<br />Tech Soup –<br />Zen and the Art of Nonprofit Technology |<br />
  18. 18. Resources:<br />[Blogging] How to blog without the time sink -<br />[Social Media Tips] 11 Guidelines to Social Media Success, 2007 -<br />[Social Media Tips] 10 Simple Steps To Social Media Success In 2008 -<br /> Users/Influencers]Social Media Power Users and Influencers: Part I -<br />[Community Management] Essential Skills of a Community Manager -<br />[News/Information] Getting Local: The Future of the Web -<br />[Content Strategy] WeAreMedia: What's Your Social Content Strategy? -<br />
  19. 19. Resources:<br />Center for Social Media | Who is doing social media training? -<br />Beth Kanter | Your organization’s social networking strategy doesn’t have to be like mastercard – you don’t have to be everywhere! -<br />[Wikis] Wikis Still Slow to Catch on internally, Externally -<br />[Twitter] Step-by-Step: How to Set Up A Nonprofit Listening Post -<br />[ROI] Is It Worth It? An ROI Calculator for Social Network Campaigns -<br />[ROI] The ROI of Social Media -<br />[Facebook] Using Facebook for Your Nonprofit -<br />[Facebook] How to Build a Facebook community -<br />
  20. 20. Thank you!<br />Colin Rhinesmith, Community Media & Technology Coordinator <br />Contact me:colin@cctvcambridge.org617-661-6900 ext. 126<br />