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Foundations Of Social Media
 

Foundations Of Social Media

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90 min webinar for Darim Online members on social media theory, culture and practice.

90 min webinar for Darim Online members on social media theory, culture and practice.

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    Foundations Of Social Media Foundations Of Social Media Presentation Transcript

    • 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
    • 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.
    • 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.
    • 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
    • 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
    • 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?
    • “ 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
    • 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
    • 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 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?
    • Official and Unofficial Outposts
      • 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
    • Unofficial Outposts
    • Outside Activity
      • 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.
    • 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!
    • 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?
    • Start!
      • Create personal profiles, step inside the culture
      • Add value, offer social capital
      • Listen!