Social Media For Social Good Class 3.3.09

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Powerpoint from March 3 class on Geoff Livingston's book, "Now is Gone." By Qui Diaz

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Social Media For Social Good Class 3.3.09

  1. 1. Georgetown University Social Media for Social Good NOW IS GONE March 3, 2009
  2. 2. Building a Successful Social Media Effort <ul><li>Research: Focus on the Community’s Interests </li></ul><ul><ul><li>Use the right tools </li></ul></ul><ul><ul><li>Identify the social network Back Channel </li></ul></ul><ul><ul><li>Read and participate </li></ul></ul><ul><ul><li>Identify top market concerns and issues </li></ul></ul>
  3. 3. Outcomes and Measurement <ul><li>Why do it if you don’t have goals in mind? </li></ul><ul><li>Determine outcomes now: </li></ul><ul><ul><li>Changed perception? </li></ul></ul><ul><ul><li>ROI? </li></ul></ul><ul><ul><li>Influence or relationships? </li></ul></ul><ul><li>Assign measurement </li></ul><ul><li>Measurement tools </li></ul>
  4. 4. The Editorial Mission <ul><li>Your company is now a media generator </li></ul><ul><li>Great content serves interests </li></ul><ul><li>Tangents create content opportunities </li></ul><ul><li>Tie your subject matter expertise to your stakeholders’ interests </li></ul><ul><li>Result: Valuable information </li></ul><ul><li>Codify it in writing, but remain flexible </li></ul>
  5. 5. Who and What <ul><li>Individual community manager vs. team </li></ul><ul><li>CEO blogs and transparency </li></ul><ul><li>Schedules </li></ul><ul><li>Flexibility for events </li></ul><ul><li>NO SHORT-CUTS! </li></ul>
  6. 6. Compel Stakeholders with Great Content Every Time!!!
  7. 7. Engaging Your Community <ul><li>Participation is marketing </li></ul><ul><li>RSS and SM tag based marketing </li></ul><ul><li>Social network participation </li></ul><ul><li>Traditional media relations </li></ul><ul><li>Blogger relations – listen for community standards </li></ul><ul><li>Social media releases </li></ul><ul><li>Old tactics </li></ul>
  8. 8. Evolving Your Social Media Effort: Think Liquid
  9. 9. Seven 12 Principles of Community Building <ul><li>Give up control of the message </li></ul><ul><li>Honesty, ethics and transparency </li></ul><ul><li>Participation is marketing </li></ul><ul><li>Audiences versus communities </li></ul><ul><li>Strategy: Build value </li></ul><ul><li>Create fantastic content </li></ul><ul><li>Manage your media forms </li></ul>
  10. 10. Principles of Community Building <ul><li>PLUS . . . </li></ul><ul><li>Bring People Back to Your Web Site </li></ul><ul><li>Relating versus spamming </li></ul><ul><li>Play within existing communities </li></ul><ul><li>Don’t dictate to the community </li></ul><ul><li>Stay relevant </li></ul>

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