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How to get your organization started in social media

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October 4-5, 2010, 2nd Social Media in Government conference (Federated Press)

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HOW TO GET YOUR ORGANIZATION STARTED IN SOCIAL MEDIA Diane Bégin
?
Source: Time Magazine, July 25, 1994 THE INTERNET TOOK OFF
 
“ Even more important, he says, everything the viewer sees and hears comes to him on what amounts to an electronic front page.”
Source: Time Magazine, October 14, 1966 TELEVISION: THE MOST INTIMATE MEDIUM “ When the words and the personality belong to a Walter Cronkite, they generate what CBS Vice President Gordon Manning calls “believability.””
trust
[object Object],[object Object],[object Object],[object Object],[object Object],WHY TRUST?
[object Object],[object Object],[object Object],[object Object],[object Object],OVERVIEW
TRUST AGENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
HYBRID PR PRACTITIONER Source: From PR’s Past to Social Media Power , Deirdre Breakenridge
1. Make your own game ,[object Object],[object Object],[object Object],[object Object]
1. Make your own game (cont.) Create content even when you don’t get the call.
1. Make your own game (cont.) Always communicate in new ways.
2. One of us ,[object Object],[object Object]
2. One of us (cont.) Co-brand your personal presence with your organization.
2. One of us (cont.) Be willing to poke fun at yourself.
3. Archimedes effect ,[object Object],[object Object]
3. Archimedes effect (cont.) Face-to-face interaction is just as important as online.
4. Agent zero ,[object Object],[object Object]
4. Agent zero (cont.) Involve many colleagues and create a similar brand for your channels.
5. Human artist ,[object Object],[object Object]
5. Human artist (cont.) Tailor content and make it convenient for bloggers.
6. Build an army ,[object Object],[object Object]
6. Build an army (cont.) Total followers: 5591 (not including my own) 285 followers 640 followers 2513 followers 1435 followers 718 followers
FIVE OBSTACLES FROM THE TOP ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2. We don’t have the time/resources to do this. Post once and have it feed to multiple sources. www.nait.ca/newsroom www.nait.ca/socialmedia www.twitter.com/nait www.linkedin.com/groups?gid=1413867&trk=myg_ugrp_ovr www.techlifemag.ca
2. We don’t have the time/resources to do this. Provide and repost content. communities.canada.com/edmontonjournal/blogs/eatmywords/archive/2009/12/16/de-boning-a-turkey.aspx twitter.com/NAIT/status/6802914579
Whenever possible reuse content and post elsewhere. en.wikipedia.org/wiki/Avro_arrow www.techlifemag.ca twitter.com/NAIT/status/6669267608 2. We don’t have the time/resources to do this.
Always be looking and ready for opportunities. 2. We don’t have the time/resources to do this.
3. We don’t want anything bad said about us. Be a real person.
3. We don’t want anything bad said about us. Most comments are neutral. 3% positive, 2% negative, rest is neutral (Georgia Tech case study by KD Paine )
3. We don’t want anything bad said about us. Don’t get put off by swearing.
4. We can’t measure it. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5. You’re preaching to the converted. ,[object Object]
Trust yourself. Be genuine. Follow through. Always question. Extend trust to those who earn it. Repeat constantly in no particular order. So simple, it could be tweeted.
Diane Bégin Association Writer & Editor, Alberta Motor Association [email_address] 780.430.2428 www.twitter.com/dibegin www.linkedin.com/in/dibegin www.delicious.com/dibegin www.slideshare.net/dibegin www.facebook.com/dianebegin www.wheretobegin.ca

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How to get your organization started in social media

  • 1. HOW TO GET YOUR ORGANIZATION STARTED IN SOCIAL MEDIA Diane Bégin
  • 2. ?
  • 3. Source: Time Magazine, July 25, 1994 THE INTERNET TOOK OFF
  • 4.  
  • 5. “ Even more important, he says, everything the viewer sees and hears comes to him on what amounts to an electronic front page.”
  • 6. Source: Time Magazine, October 14, 1966 TELEVISION: THE MOST INTIMATE MEDIUM “ When the words and the personality belong to a Walter Cronkite, they generate what CBS Vice President Gordon Manning calls “believability.””
  • 8.
  • 9.
  • 10.
  • 11. HYBRID PR PRACTITIONER Source: From PR’s Past to Social Media Power , Deirdre Breakenridge
  • 12.
  • 13. 1. Make your own game (cont.) Create content even when you don’t get the call.
  • 14. 1. Make your own game (cont.) Always communicate in new ways.
  • 15.
  • 16. 2. One of us (cont.) Co-brand your personal presence with your organization.
  • 17. 2. One of us (cont.) Be willing to poke fun at yourself.
  • 18.
  • 19. 3. Archimedes effect (cont.) Face-to-face interaction is just as important as online.
  • 20.
  • 21. 4. Agent zero (cont.) Involve many colleagues and create a similar brand for your channels.
  • 22.
  • 23. 5. Human artist (cont.) Tailor content and make it convenient for bloggers.
  • 24.
  • 25. 6. Build an army (cont.) Total followers: 5591 (not including my own) 285 followers 640 followers 2513 followers 1435 followers 718 followers
  • 26.
  • 27.
  • 28. 2. We don’t have the time/resources to do this. Post once and have it feed to multiple sources. www.nait.ca/newsroom www.nait.ca/socialmedia www.twitter.com/nait www.linkedin.com/groups?gid=1413867&trk=myg_ugrp_ovr www.techlifemag.ca
  • 29. 2. We don’t have the time/resources to do this. Provide and repost content. communities.canada.com/edmontonjournal/blogs/eatmywords/archive/2009/12/16/de-boning-a-turkey.aspx twitter.com/NAIT/status/6802914579
  • 30. Whenever possible reuse content and post elsewhere. en.wikipedia.org/wiki/Avro_arrow www.techlifemag.ca twitter.com/NAIT/status/6669267608 2. We don’t have the time/resources to do this.
  • 31. Always be looking and ready for opportunities. 2. We don’t have the time/resources to do this.
  • 32. 3. We don’t want anything bad said about us. Be a real person.
  • 33. 3. We don’t want anything bad said about us. Most comments are neutral. 3% positive, 2% negative, rest is neutral (Georgia Tech case study by KD Paine )
  • 34. 3. We don’t want anything bad said about us. Don’t get put off by swearing.
  • 35.
  • 36.
  • 37. Trust yourself. Be genuine. Follow through. Always question. Extend trust to those who earn it. Repeat constantly in no particular order. So simple, it could be tweeted.
  • 38. Diane Bégin Association Writer & Editor, Alberta Motor Association [email_address] 780.430.2428 www.twitter.com/dibegin www.linkedin.com/in/dibegin www.delicious.com/dibegin www.slideshare.net/dibegin www.facebook.com/dianebegin www.wheretobegin.ca