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Social Media Training with CARD – Collaborating Agencies Responding to Disasters
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Social Media Training with CARD – Collaborating Agencies Responding to Disasters


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Social Media training for folks in social change/public health world.

Social Media training for folks in social change/public health world.

Published in: Business

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  • 1. CARD Social Media Fellows You can do this! * Lifetime Guarantee Included *
  • 2. We can all do this!
  • 3. Our Plan – Grow our social media skills Help our community fight H1N1/Flu
    • Today
      • Social Media Basics
      • Communications Basics
      • Twitter
      • Facebook
      • LinkedIn
      • Making our own News
      • Make your website zing
      • Let’s do it!
    • This Summer
  • 4. Failure IS an Option
  • 5. Let’s Share: What is your BHAG? How are you changing Alameda County?
  • 6. Congratulations! You now own your own network & newspaper
  • 7. What is success? How do you get there?
    • Planning now means success later
    • Do a few things really well – prioritize
    • Stay focused on your goals
    • Use the media & social media strategies to achieve them.
  • 8. So…You’re New To This?
    • Your skills apply.
      • You can think .
      • You can write .
      • You can use a telephone .
    • All of your daily work skills are transferable.
      • Persuasion
      • Cajoling
      • Consensus building
  • 9. What tools do we have to use?
  • 10. Beth Kanter’s Continuum – Crawl, Walk, Run, Fly! What social media tools are we using?
  • 11. Five Things We Can Do To Maximize Social Media Impact
    • Be Strategic: Don’t lose sight of priorities
    • Become an Informer: Build presence on Twitter
    • Build a Fan Base: Use Facebook to provide a “home” for supporters
    • Make Your Own News: Make Photos/Videos available using Flip Cameras, Twitpic, & Flickr
    • Go home! Build robust on-line home for your work & use metrics to track success
  • 12. Be Strategic
    • Communications Goals should rule
    • What is your strategy?
    • Does this tool fit?
    • Think “Audience” and “Action”
    • Are you the right messenger?
    • Are you listening?
    • Starting a discussion?
    • Participating actively?
    • What is your near-term goal?
    • Long-term?
    Photo source:
  • 13. YOU are the network
    • You know the field and have the “rolodex”
    • You have the network & are doing the networking
    • You are visible to communities that matter
    • You are the frontline of communications
    You are the Network
  • 14. So – What are you trying to do? Created at
  • 15. Visualize One Year – What’s ONE Step I can take? By September, I can… By January, I can… By March, I can… By Next June, I can… Visualize One Year
  • 16. Let’s Share: What are your communications goals? What is specific / measurable?
  • 17. What objective are you trying to achieve? Is is SMART?
    • Specific
    • Measurable
    • Attainable
    • Realistic
    • Time-bound
  • 18. Thinking about your audiences
    • Vulnerable community members
    • Donors
    • Grantmakers
    • Families / Kids
    • How READY are they to hear what you are saying?
    • What are they already thinking about you?
  • 19. Thinking about your audiences
    • What other audiences are there?
    • Who else matters – think “narrow”
    • Who influences those audiences – and how can you find them?
    • What are the best ways to reach the audience?
    • Shrink them & Surround them
  • 20. Thinking about your audiences Courtesy of What News? Who Needs to Hear it? List all key audiences In What Format? Note the comm. channel By When? From Whom Do They Need to Hear it?
  • 21. Let’s Share: What are the 3 questions you have about this whole social media thing?
  • 22. Five Things We Can Do To Maximize Social Media Impact
    • Be Strategic: Don’t lose sight of priorities
    • Become an Informer: Build presence on Twitter
    • Build a Fan Base: Use Facebook to provide a “home” for supporters
    • Make Your Own News: Make Photos/Videos available using Flip Cameras, Twitpic, & Flickr
    • Go home! Build robust on-line home for your work & use metrics to track success
  • 23. Be an Informer
  • 24. Twitter Basics
    • Messages – 140 characters – a “ Tweet ”
    • Messages available to anyone – but sent directly to your “ followers ” accounts
    • Messages from the people you “ Follow ” sent to your account – all messages accessible through searching
    • Individual users have account names – identified by “@NAME”
  • 25. Twitter?
    • 10 Billion messages sent
    • 140 characters or less
    • Millions of individual broadcasting networks with custom-built audiences
    Twitter Basics
  • 26. Be an Informer – Start @Twitter
    • Sign up for a free account
    • Fill out your profile by adding an image and one-line bio and include a link to your site.
    • You can read on the web or send messages to your phone or IM client.
    • You can "protect your updates" or "open." Pros/cons to each.
  • 27. Be an Informer – Start @Twitter
    • Get multiple accounts
    • Encourage individual accounts – create an echo chamber
    • Share the workload - should not just be one person.
    • Listening on Twitter can take 5 or ten minutes of your day each day.
  • 28. Twitter Starting Point - Listen
    • Counter-intuitive – listen first
    • Follow 5 new people – see who they “listen” to, then five more, then five more – watch conversation happen
    • Try a search –
    • Try “H1N1” “Flu” “Food” “p2”
    • Read the conversation – who is saying what? Follow some interesting folks.
  • 29. Listen… Search a “hashtag”
  • 30. What have you learned by listening?
    • What conversations are out there?
    • Who is having them?
    • Is there a voice missing from the discussion?
    • Is there information missing?
    • What value can you add?
  • 31. So – what do you have to say?
    • Personal thoughts and reflections that meet your goal?
    • Are you first? The only? The most trusted to share it?
    • Replies (@twittername) - this comes from listening to your followers (you have to follow back to see their tweets). The more personal, the higher the impact.
    • Direct replies (d twittername) - this isn’t in the public timeline, but it helps build deeper bonds to talk directly to someone like this.
    • New blog posts – yours & promote other people’s blog posts that are of interest
    • Announcements - if it is interesting, tweet it
    • Shout outs - @twittername rocks! Thanks for the great link: These make people feel great, too.
    Adapted from
  • 32. Twitter – Take the Plunge
    • John Myers, KQED –
    • “… I think the broader the focus of the tweets, the harder it gets. I sometimes find myself straying a bit beyond what I think is most valuable. I think folks who tweet anything and everything tend to water down their value. “
  • 33. Twitter – Take the Plunge
    • @ShaneGoldmacher, LATimes
    • “ Can be most useful to point out stories or things people would otherwise miss.”
    • He added, “Generally, the most effective way to gain followers/a following is to find unique, timely and accurate information and disseminate it.”
  • 34. TweetDeck hootsuite
  • 35. This is where you type your 140
  • 36. Twitter – on hootsuite A twitter list… A search term… Twitter for Us - Part II -
  • 37. Fear-free Tweeting
    • How could you message H1N1 in 140 characters or less?
    • How would it be different?
  • 38. What could you say on H1N1?
    • Take one step today to protect your parents – help them get the #H1N1 vaccine (link)
    • Most seniors in our county still haven’t been vaccinated for #H1N1. Help them get connected today (link)
    • Prepare for summer. Sunscreen and #H1N1 vaccines for the vulnerable people in your life (kids, seniors).
    • If you love someone, help them get vaccinated with the #H1N1 vaccine. Lots available in Alameda County.
    • Five seconds can mean a year of #H1N1 coverage. Help someone you love get the vaccine today.
  • 39. A moment of reflection: What are my org’s social media barriers? Who are my skeptics? Who is already using social media?
  • 40. Facebook – Get Fans, Get Real Link to Blog Post a photo
  • 41. Facebook – Get Fans, Give Feedback
  • 42. Facebook – Get Fans, Get Real
    • You gotta sell it / engage it
    • Make it findable – embed on your website
    • Invite, Invite, Invite
    • Engage with Facebook Apps, Comments, & Photos
    • Video, video, video – yours, others, lots!
    • Buy ads – don’t be shy…or cheap
    Adapted from Mari Smith’s 21 Creative Ways to Increase Your Facebook Fanbase
  • 43. Start by Listening
    • Start listening – find others like you.
    • Where are they?
    • What are they saying?
    • Imitation is flattery?
    • Do you visit fan pages?
    • Link to search engine efforts
    Adapted from Beth Kantor’s Social Media Lab – Facebook
  • 44. Best Practices to Build Fans
    • Ask their opinion
    • Test their knowledge
    • Promotions
    • Say thank you
    • Recruit Fans – w/ prizes
    Adapted from Beth Kantor’s Social Media Lab – Facebook & Mashable
  • 45. Add Free “Apps” That was easy
  • 46. Facebook – Engage & Measure
    • Just do it!
      • Put someone in charge & make them accountable
      • Refresh, remix, reboot your ontent
      • Track, measure and grade your progress
    • Set it up: Set your fan page settings appropriately. Here’s a four minute video
    • OK – what is one thing you are doing already that you could use to engage fans?
  • 47. It’s in There”
    • Measure it: Some things to measure (per Beth Kanter)
      • Total Fans / Unsubscribers
      • New / Removed Fans
      • Page Views
      • Media Consumption
      • Unsubscribes / Re-subscribes
  • 48. Facebook? Twitter? JUST ADD IT IN…
  • 49. Here’s the Talking Points…
  • 50. Now, Take it to Facebook…
  • 51. Now, Take it to Twitter…
  • 52. A moment of reflection: Facebook & Twitter – What do you see? How could you measure success w/ both?
  • 53. LinkedIn – Weaving your Network Pop Quiz What did we learn?
  • 54. LinkedIn – Integrating your Network
  • 55. LinkedIn – Integrating your Network
  • 56. A moment of reflection: Why LinkedIn? How is it different? What is unique to LinkedIn?
  • 57. Make Your Own News Making Photos/Videos Available with Flip Cameras, Twitpic, & Flickr
  • 58. Take Pictures – Define the Images & Discussion
    • Cameras
    • Cellphones
    • iPhones
  • 59. Record It!
    • Flip Video Cameras
    • $75 changes everything!
    • Easy to use
    • Easy to upload
    • Easy to share
    • Easy to evangelize
  • 60. Using Video – Making a Point Lobby Day 2010 A Tree Falls & Everyone Hears
  • 61. Using Video – Making a Point Use the minds of others
  • 62. Building your Broadcast Network Lobby Day 2010 A Tree Falls & Everyone Hears
  • 63. Taking Video – Making it great
    • Taking Video
    • Framing: The closer the shot the better. Faces are great. Don’t be afraid to get up close and personal with people. But DO NOT USE the ZOOM.
    • Background: If you have a choice between a white background and anything else, pick anything else!
    • Lighting: Try to shoot with your back to the light source.
    • Fluidity: The goal here is to reduce jerkiness. Think of your body as a tripod. The more solid the base (you), the more solid the shot.
    • Audio: The audio capabilities of a flip camera are usually very limited, so get close – especially if you have a lot of background noise.
    • Other helpful tips for filming an interview:  
    • Ask the subject not to look in the camera, but to keep eye contact with you and carry on the conversation as naturally as possible.
    • Frame the shot with the head and upper chest showing and with the subject off-center to one side or the other.
    • If you can, have a friend hold the camera while you stand off screen and ask the questions. This gives a natural feel and lets you focus on engaging the interviewee.
  • 64. Distribute your photos - instantly
  • 65. Distribute your photos - instantly
  • 66. Aggregate your photos
  • 67. Keys for Success – Flickr & Photos
    • Choose your photos carefully before you upload – free accounts have limited space
    • Resize and compress photos before you upload – size and clarity matter
    • Make friends & join groups : Flickr is more than just an image hosting site – it’s also a community. Join groups, search for friends and invite others to join you.
    • S.E.O – Take advantage of the opportunity to boost your search engine optimization when you use Flickr. Always choose wisely when naming your images – and always include descriptions.
  • 68. A moment of reflection: So…what do you have? Video? Photos? How could you use it to have a discussion? Could you post it? Host it? Re-mix it?
  • 69. Getting More from your “Home”
  • 70. Case Study: HHS Network
  • 71.
    • Websites are cheap
    • Websites are easy
    • Websites can be updated
    • Websites are YOUR space
    Enhancing YOUR home
  • 72. Wordpress in 5 minutes or less
    • Getting Started
    • URL - OR
    • Easy - host your site at, register an account and you’ll be ready to begin building your site in no time.
    • Medium – Take advantage of the power of wordpress –purchase your own domain and hosting services and download wordpress software onto your website.
    • 5 Minutes – Wordpress is famous for its “Five minute” installation. Follow the instructions and you’ll be up and running in no time.
  • 73. Learn from Wordpress: YOUR Website
    • Make it look like YOU: offers free & customizable look & feel
    • Easy content management: Upload files & media with automatic tools.
    • Plugins: Vast library of free plugins (forms, twitter, data managers)
    • Engage your audience! Comments, SMS, events, blogs
    • Keep it Fresh – Give people a reason to return
  • 74. Track It!
    • Unique Visitors
    • Visits/Visitors
    • Pages
    • Hits
    • Robots/Spiders
    • Visits Duration
    • Referrers
    • Key words/ phrases
    Your Boss or Funders
  • 75. How Do You Feel?
  • 76. Let’s go to work!
    • Practice Create
    • Fail/Learn
  • 77. Where do we go from here?
    • Spend a few weeks trying
    • Pick tools / work with us
    • Experiment & learn
    • Share / Engage
    • Write it up (with us)
    • Ask questions – we are there for you
  • 78. At your service: Dan Cohen, Principal Full Court Press Communications [email_address] 510-465-8294