Foundations Of Social Media


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

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Foundations Of Social Media

  1. 1. Foundations of Social Media Lisa Colton Founder & President Darim Online [email_address] 434.977.1170
  2. 2. Overview <ul><li>Social media revolution, theory, and culture </li></ul><ul><li>4 big take home lessons </li></ul><ul><li>Implications for organizations </li></ul><ul><li>Using networks smartly </li></ul><ul><li>Official and unofficial outposts - participating strategically </li></ul>
  3. 3. Communications Revolution
  4. 4. Communications Revolution
  5. 5. Social Media: No Longer Only on the Margins
  6. 6. Social Media: Impact on Business
  7. 7. Growth Curve
  8. 8. What IS Social Media? <ul><li>Various activities that integrate technology tools, social interaction, and media such as words, pictures, video, audio, etc. </li></ul>
  9. 9. What is Social Media? <ul><li>Participatory : </li></ul><ul><ul><li>It blurs the line between producer and consumer, media and audience. </li></ul></ul><ul><li>Open and Democratic: </li></ul><ul><ul><li>It encourages voting, comments and the sharing of information. For this reason it is seen as authentic and trustworthy . </li></ul></ul><ul><li>Conversational: </li></ul><ul><ul><li>Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging. </li></ul></ul><ul><li>Communal: </li></ul><ul><ul><li>Supports formation, growth and strength of communities around a particular shared interest. </li></ul></ul><ul><li>Connected: </li></ul><ul><ul><li>Thrives on being connected , making use of links to other sites, resources and people, rather than being territorial and proprietary. </li></ul></ul>
  10. 10. Social Networking <ul><li>This is all about seeing each </li></ul><ul><li>other as real people. </li></ul><ul><li>Increasing transparency, </li></ul><ul><li>connection, and knowledge </li></ul><ul><li>about each other. </li></ul><ul><li>What’s something useful or </li></ul><ul><li>important you’ve learned </li></ul><ul><li>about a friend on on </li></ul><ul><li>Facebook? </li></ul>Photo credit: KarenSJilly, Flickr
  11. 11. Four Big Lessons <ul><li>“ Social media means ‘ group action just got easier’ ” - Clay Shirky </li></ul><ul><li>Previous revolutions were good at 1:1 or 1-> many. This revolution is good at many to many </li></ul><ul><li>It’s more about listening and participating than talking </li></ul><ul><li>Authenticity and trustworthiness are paramount </li></ul>
  12. 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. 13. Impact on Business Model and Programs <ul><li>How are you seeing this bottom-up empowerment in your work? </li></ul><ul><ul><li>What are community members doing? </li></ul></ul><ul><ul><li>What are you doing? </li></ul></ul><ul><ul><li>How does it feel? </li></ul></ul>
  14. 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 (
  15. 15. Ambient Awareness <ul><li>See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008 </li></ul><ul><li> blog post, including link to the article: </li></ul><ul><li>“ Right now is the largest increase in expressive capability in human history.” - Clay Shirky on TED </li></ul>
  16. 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. 17. Temple Sinai, Oakland, CA: Facebook <ul><li>Facebook strategy </li></ul><ul><li>Listening carefully, capitalizing on opportunities </li></ul><ul><li>Little time, great skill, prioritization </li></ul><ul><li>Integrated with other marketing & communications </li></ul>
  18. 18. Strong Relationships = Stronger Community <ul><li>Social Network Analysis: 2 kinds of networking </li></ul>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 <ul><li>Bridging: establishing </li></ul><ul><li>connections between </li></ul><ul><li>communities. </li></ul><ul><li>Implications: </li></ul><ul><li>Outreach </li></ul><ul><li>-Fundraising </li></ul><ul><li>Marketing </li></ul><ul><li>Impact </li></ul><ul><li>Access to resources </li></ul>Examples?
  19. 19. Social Capital <ul><li>Social Capital is the value of the connections between and among social networks for increasing productivity, spreading information, and locating desired resources. </li></ul><ul><li>Examples to share? </li></ul>
  20. 20. Official and Unofficial Outposts <ul><li>Home base: web site </li></ul><ul><li>Official outposts: you control </li></ul><ul><li>Unofficial outposts: you participate and listen </li></ul><ul><li>Let’s see some examples. </li></ul>
  21. 21. Sixth and I Synagogue, DC: Twitter
  22. 22. Beth Israel, VA: Preschool Blog <ul><li>CBI Preschool </li></ul><ul><li>Share what’s going on inside with interested parties outside </li></ul><ul><li>Reinforce learning at home </li></ul><ul><li>Demonstrate value beyond the obvious </li></ul><ul><li>Embed video </li></ul>
  23. 23. Unofficial Outposts
  24. 24. Outside Activity <ul><li>People are talking </li></ul><ul><li>Are you listening? </li></ul><ul><li>Learning? </li></ul><ul><li>Responding? </li></ul><ul><li>Participating? </li></ul><ul><li>Example: Comcast on Twitter </li></ul>
  25. 25. Be Goal Oriented <ul><li>Technology is a tool. </li></ul><ul><li>Success of a tool is if it helps you achieve your goals. </li></ul><ul><li>Thus, critical to know your goals and then determine which tool(s) to used in which ways. </li></ul>
  26. 26. Thinking Strategically: POST <ul><li>P EOPLE: Identify audience(s) </li></ul><ul><ul><li>Understand their technographics profile </li></ul></ul><ul><li>O BJECTIVES </li></ul><ul><ul><li>What are you goals and objectives for this audience? </li></ul></ul><ul><ul><li>Listening to needs, energizing alumni, connecting like minded people… </li></ul></ul><ul><li>What is the S TRATEGY to reach these goals? </li></ul><ul><ul><li>A plan (with room to grow) </li></ul></ul><ul><ul><li>Implications of the plan (privacy policies, training, etc.) </li></ul></ul><ul><ul><li>Who is in charge? Who is participating? </li></ul></ul><ul><ul><li>How to evaluate vendors/products </li></ul></ul><ul><li>Determine the specifics of the T ECHNOLOGIES </li></ul><ul><li>you’ll use. Implement, measure, refine! </li></ul>
  27. 27. It’s About Technology… AND MUCH MORE. <ul><li>Tools & Skills </li></ul><ul><li>Org & community culture </li></ul><ul><li>Business strategy </li></ul><ul><li>Staffing & priorities </li></ul><ul><li>Understanding the paradigm shift </li></ul><ul><li>Everyone’s business </li></ul><ul><li>What does the synagogue or school of the 21st century look like? </li></ul><ul><li>How do we get there? </li></ul>
  28. 28. Start! <ul><li>Create personal profiles, step inside the culture </li></ul><ul><li>Add value, offer social capital </li></ul><ul><li>Listen! </li></ul>