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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)

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

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  • 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.””
  • 7. trust
  • 8.
    • People relate to media personalities like a relationship (Reeves and Nass, The Media Equation)
    • Humanizing is normal; only people born when mass media was the only game in town find it strange (Brogan & Smith, Trust Agents)
    • Depersonalized trust is a trust of the system to maintain conditions and to perform functions (Misztal, Trust in Modern Societies)
    • PR is relationship building, essentially the trust-making business (Rawlins, Trust and the PR Practice )
    • Attention is and will continue to be our scarcest resource (Brogan & Smith, Trust Agents)
    WHY TRUST?
  • 9.
    • Trust agents
    • Hybrid public relations practitioner
      • Examples
    • Five obstacles from the top
      • Arguments
    OVERVIEW
  • 10. TRUST AGENTS
    • Make your own game They stand out by making their own rules.
    • One of us They become a member of the community by sharing the good and the bad within themselves and their organizations.
    • The Archimedes effect They have the ability to leverage their relationships for action on various activities and initiatives.
    • Agent zero They are at the centre of a wide and powerful network.
    • Human artist They recognize people‘s strengths and weaknesses in building relationships, therefore developing understanding.
    • Build an army They can bring together a mass of individuals to collaborate.
  • 11. HYBRID PR PRACTITIONER Source: From PR’s Past to Social Media Power , Deirdre Breakenridge
  • 12. 1. Make your own game
    • The tools at your disposal and most of them are free, but you have to understand them (p. 34)
      • Don’t put your commercial on YouTube and say you’re on YouTube
    • If you’re mastering the game consistently, take a look at different games, different challenges (p. 74)
        • Make change a priority even if your work has won awards and received praise
  • 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. 2. One of us
    • Invest time and effort in others be being present and commenting on other people‘s work (p. 101)
      • Comment on things that are outside of what your organization does as its core business
  • 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. 3. Archimedes effect
    • The easiest way to build on that relationship is in person (p. 101)
      • Invest time in building relationships, even if it means after hours work
  • 19. 3. Archimedes effect (cont.) Face-to-face interaction is just as important as online.
  • 20. 4. Agent zero
    • Businesses are starting to understand the value of having strong connectors on staff (p. 146)
      • Your CEO is no longer the only face of your organization
  • 21. 4. Agent zero (cont.) Involve many colleagues and create a similar brand for your channels.
  • 22. 5. Human artist
    • Bloggers are not interested in your media release because dry business copy makes no effort to appeal to anyone (p. 186)
      • Find the time because attention will continue to be our scarcest resource
  • 23. 5. Human artist (cont.) Tailor content and make it convenient for bloggers.
  • 24. 6. Build an army
    • Work with your armies instead of simply commanding them (p. 186)
      • Don’t create a “tell us how great we are” contest
  • 25. 6. Build an army (cont.) Total followers: 5591 (not including my own) 285 followers 640 followers 2513 followers 1435 followers 718 followers
  • 26. FIVE OBSTACLES FROM THE TOP
    • We need to study this before we get involved.
    • We don’t have the time/resources to do this.
    • We don’t want anything bad said about us.
    • We can’t measure it.
    • You’re preaching to the converted.
  • 27.
    • We need to study this before we get involved.
    • Do it anyway, but remember the emphasis on trust.
      • For your organization
      • Personally
      • For other organizations
    • Share the highlights!
  • 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. 4. We can’t measure it.
    • Media Relations Points (MRP)
    • Twitter:
      • Publish Date
      • User
      • Location
      • Prov
      • Type (if known)
      • Followers (similar to reach)
      • Positive/Negative/Balanced
      • Comment + Notes
      • Action
    • YouTube (video + channel views)
    • Flickr (image + video views)
    • Twitter (followers + click throughs)
    • Facebook (fans)
    • Report monthly and provide highlights!
  • 36. 5. You’re preaching to the converted.
    • Guaranteed, you’re not.
  • 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

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