Foundations of Social Media Lisa Colton Founder & President Darim Online [email_address] 434.977.1170

Overview Social media revolution, theory, and culture 4 big take home lessons Implications for organizations Using networks smartly Official and unofficial outposts - participating strategically

Social media revolution, theory, and culture

4 big take home lessons

Implications for organizations

Using networks smartly

Official and unofficial outposts - participating strategically

Communications Revolution

Communications Revolution

Social Media: No Longer Only on the Margins

Social Media: Impact on Business

Growth Curve

What IS Social Media? Various activities that integrate technology tools, social interaction, and media such as words, pictures, video, audio, etc.

Various activities that integrate technology tools, social interaction, and media such as words, pictures, video, audio, etc.

What is Social Media? Participatory : It blurs the line between producer and consumer, media and audience. Open and Democratic: It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy . Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging. Communal: Supports formation, growth and strength of communities around a particular shared interest. Connected: Thrives on being connected , making use of links to other sites, resources and people, rather than being territorial and proprietary.

Participatory :

It blurs the line between producer and consumer, media and audience.

Open and Democratic:

It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy .

Conversational:

Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.

Communal:

Supports formation, growth and strength of communities around a particular shared interest.

Connected:

Thrives on being connected , making use of links to other sites, resources and people, rather than being territorial and proprietary.

Social Networking This is all about seeing each other as real people. Increasing transparency, connection, and knowledge about each other. What’s something useful or important you’ve learned about a friend on on Facebook? Photo credit: KarenSJilly, Flickr

This is all about seeing each

other as real people.

Increasing transparency,

connection, and knowledge

about each other.

What’s something useful or

important you’ve learned

about a friend on on

Facebook?

Four Big Lessons “ Social media means ‘ group action just got easier’ ” - Clay Shirky Previous revolutions were good at 1:1 or 1-> many. This revolution is good at many to many It’s more about listening and participating than talking Authenticity and trustworthiness are paramount

“ Social media means ‘ group action just got easier’ ” - Clay Shirky

Previous revolutions were good at 1:1 or 1-> many. This revolution is good at many to many

It’s more about listening and participating than talking

Authenticity and trustworthiness are paramount

Group Action: Coordination Institution Huge resources spent to coordinate & bring people into the institution Institution acts as the coordinating infrastructure to support and empower the people

Impact on Business Model and Programs How are you seeing this bottom-up empowerment in your work? What are community members doing? What are you doing? How does it feel?

How are you seeing this bottom-up empowerment in your work?

What are community members doing?

What are you doing?

How does it feel?

“ These technologies are helping us to create an information and intimacy revolution, not driving us to interact less as some purport.” - Jake Brewer on Beth Kanter’s blog (beth.typepad.com)

Ambient Awareness See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008 JewPoint0.org blog post, including link to the article: http://bit.ly/MqtCw “ Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED

See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008

JewPoint0.org blog post, including link to the article: http://bit.ly/MqtCw

“ Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED

Using Networks Smartly Unaffiliated but strongly connected. Prospective members! Affiliated, but not well connected to the community as a whole. At risk for dropping dropping out at key moments, & good focus for engagement. These are your 80/20 people: Mavens and Connectors More effective at Expanding our Reach than the “ institution”. Circle represents current “community”, the tight(er) inner network. In general, the thicker the interior network, the stronger the community.

Temple Sinai, Oakland, CA: Facebook Facebook strategy Listening carefully, capitalizing on opportunities Little time, great skill, prioritization Integrated with other marketing & communications

Facebook strategy

Listening carefully, capitalizing on opportunities

Little time, great skill, prioritization

Integrated with other marketing & communications

Strong Relationships = Stronger Community Social Network Analysis: 2 kinds of networking Bonding: Strengthening the ties within a defined community by increasing the connections among and between all members, and the social capital exchanged. Black lines: existing bonds. Green lines: new bonds Created through social capital and tools like Facebook To establish the connections and open communication Bridging: establishing connections between communities. Implications: Outreach -Fundraising Marketing Impact Access to resources Examples?

Social Network Analysis: 2 kinds of networking

Bridging: establishing

connections between

communities.

Implications:

Outreach

-Fundraising

Marketing

Impact

Access to resources

Social Capital Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources. Examples to share?

Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources.

Examples to share?

Official and Unofficial Outposts Home base: web site Official outposts: you control Unofficial outposts: you participate and listen Let’s see some examples.

Home base: web site

Official outposts: you control

Unofficial outposts: you participate and listen

Let’s see some examples.

Sixth and I Synagogue, DC: Twitter

Beth Israel, VA: Preschool Blog CBI Preschool Share what’s going on inside with interested parties outside Reinforce learning at home Demonstrate value beyond the obvious Embed video

CBI Preschool

Share what’s going on inside with interested parties outside

Reinforce learning at home

Demonstrate value beyond the obvious

Embed video

Unofficial Outposts

Outside Activity People are talking Are you listening? Learning? Responding? Participating? Example: Comcast on Twitter

People are talking

Are you listening?

Learning?

Responding?

Participating?

Example: Comcast on Twitter

Be Goal Oriented Technology is a tool. Success of a tool is if it helps you achieve your goals. Thus, critical to know your goals and then determine which tool(s) to used in which ways.

Technology is a tool.

Success of a tool is if it helps you achieve your goals.

Thus, critical to know your goals and then determine which tool(s) to used in which ways.

Thinking Strategically: POST P EOPLE: Identify audience(s) Understand their technographics profile O BJECTIVES What are you goals and objectives for this audience? Listening to needs, energizing alumni, connecting like minded people… What is the S TRATEGY to reach these goals? A plan (with room to grow) Implications of the plan (privacy policies, training, etc.) Who is in charge? Who is participating? How to evaluate vendors/products Determine the specifics of the T ECHNOLOGIES you’ll use. Implement, measure, refine!

P EOPLE: Identify audience(s)

Understand their technographics profile

O BJECTIVES

What are you goals and objectives for this audience?

Listening to needs, energizing alumni, connecting like minded people…

What is the S TRATEGY to reach these goals?

A plan (with room to grow)

Implications of the plan (privacy policies, training, etc.)

Who is in charge? Who is participating?

How to evaluate vendors/products

Determine the specifics of the T ECHNOLOGIES

you’ll use. Implement, measure, refine!

It’s About Technology… AND MUCH MORE. Tools & Skills Org & community culture Business strategy Staffing & priorities Understanding the paradigm shift Everyone’s business What does the synagogue or school of the 21st century look like? How do we get there?

Tools & Skills

Org & community culture

Business strategy

Staffing & priorities

Understanding the paradigm shift

Everyone’s business

What does the synagogue or school of the 21st century look like?

How do we get there?

Start! Create personal profiles, step inside the culture Add value, offer social capital Listen!

Create personal profiles, step inside the culture

Add value, offer social capital

Listen!