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Foundations Of Social Media
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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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  • 1. Foundations of Social Media Lisa Colton Founder & President Darim Online [email_address] 434.977.1170
  • 2. Overview
    • Social media revolution, theory, and culture
    • 4 big take home lessons
    • Implications for organizations
    • Using networks smartly
    • Official and unofficial outposts - participating strategically
  • 3. Communications Revolution
  • 4. Communications Revolution
  • 5. Social Media: No Longer Only on the Margins
  • 6. Social Media: Impact on Business
  • 7. Growth Curve
  • 8. What IS Social Media?
    • Various activities that integrate technology tools, social interaction, and media such as words, pictures, video, audio, etc.
  • 9. 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.
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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?
  • 14. “ 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)
  • 15. 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
  • 16. 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.
  • 17. Temple Sinai, Oakland, CA: Facebook
    • Facebook strategy
    • Listening carefully, capitalizing on opportunities
    • Little time, great skill, prioritization
    • Integrated with other marketing & communications
  • 18. 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
  • 19. 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?
  • 20. Official and Unofficial Outposts
    • Home base: web site
    • Official outposts: you control
    • Unofficial outposts: you participate and listen
    • Let’s see some examples.
  • 21. Sixth and I Synagogue, DC: Twitter
  • 22. 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
  • 23. Unofficial Outposts
  • 24. Outside Activity
    • People are talking
    • Are you listening?
    • Learning?
    • Responding?
    • Participating?
    • Example: Comcast on Twitter
  • 25. 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.
  • 26. Thinking Strategically: POST
    • P EOPLE: Identify audience(s)
      • Understand their technographics profile
      • 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!
  • 27. 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?
  • 28. Start!
    • Create personal profiles, step inside the culture
    • Add value, offer social capital
    • Listen!