Small community preschool FB

Lisa Colton Founder and President Darim Online [email_address] 434.977.1170 101 An Introduction to Social Networking and Facebook

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

Technology is a Tool

Just like anything else, a tool is only as good as that ways in which you use it.

Today, what is the tool?

Next 2 sessions in March and April focusing on goal oriented uses of this tool for your organization.

Communication Revolution

Social Media is fundamentally changing the way people

relate to one another, and provides not just new

opportunities, but new norms for relationship building and

doing business.

Volume Immediacy, medium Volume, Viral, and Personal

New Perspective on the 80/20 Rule

80/20 Rule example: 80% of your fundraising comes from 20% of the wealthiest donors.

New Perspective: 80% of your message is distributed through 20% of your most connected constituents.

Connect with the well-connected! Leverage their networks and trust.

What Is Social Media?

The Term “Social Media” refers to online tools (web sites) that depend

on user contributions and interactions between people to build shared

meaning and value. It is:

Participatory : It blurs the line between media and audience.

Open and Democratic: Everyone has a voice. For this reason content is seen as authentic and trustworthy, coming from a trusted person .

Conversational: Two (or more) way conversation between people rather than one-directional broadcast from an institution .

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. Facebook is especially successful because it is so “sticky”, meaning users come back to the site frequently.

Facebook Wall

Running update of your actions.

Comments on your status updates.

Friends can “write” on your wall.

News Feed

Running feed of info about and by your friends

Status updates, with comments

Photos/videos posted

Connections made

Notes/links shared

Actions taken, e.g. “Lisa just joined the group Beth Israel Preschool”

Increasing Depth of Connections

The strength of social media is that is marries the power of the technology with real human needs, instincts and behaviors;

We want to express ourselves;

We want to be heard;

We want to connect with other people;

We want to collaborate;

We want to be productive;

We want to be reflective;

We want to trust those we connect with;

We want to feel in control;

This is not (just) about frivolous time-wasting

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?

Ambient Awareness

See NYTimes Article “Brave New World of Digital Intimacy” Sept 7, 2008 http://tinyurl.com/5frgla

Small bits of information add up to a stronger relationship

Implications for community building, staff relationships, team cohesion, board engagement, volunteer and donor recruitment and engagement, etc.

If you are in the business of relationship building, this is one of your most powerful tools.

Strengthening Relationships

Making connections

Learning about milestones

Overcoming the small talk when you are in person

Open pipeline for awareness and communication

Connections Over Time and Space

Facebook: Camp Alumni Group

Alum initiated and virally spread - 175 members

Reconnected with dozens of people

Thanksgiving events organized

908 photo, 3 video and 70 text posts

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?

Using Networks Smartly Unaffiliated but strongly connected. Prospective members! Members, but not well connected to the community as a whole. At risk for dropping membership, and good candidates for engagement. These are your 80/20 people: Mavens and Connectors Circle represents current members In general, the thicker the interior network, the stronger the community.

Facebook Groups and Pages