Social networks are where people go to connect with other people. Social media is often the product of those connections: the shared comments, photos, videos that those people create. Social media can exist outside of a “social networking” site like Facebook. Blogs and comments constitute social media, for example, though they do not necessarily exist inside a social network.
Social networks are the connections between people. Websites that let people connect with each other. facebook has over 200 million users. It would be the 4 th largest country. 35% of online adults have a social networking profile, and many have more than one (on different networks)
The “networks” are not always “social networking sites”, though they may exhibit some characteristics of social networking.
In may about 70 million people visit facebook each month, same for myspace. 17 million visited twitter in may people trust recommendations from friends more than advertising. top search hits for many consumer products are user generated content, not manufacturer marketing materials. people can post content from anywhere via mobile devises, and reach hundreds, if not thousands of people instantly.
without the “connections” social media is really just media. But beyond that there is a shift in tone that opens space up for conversation. I press release probably doesn't generate much “conversation” online, while a blog post, or a short video might garner a multitude of comments. A tweet may be replied to, or forwarded. The barrier to such action is VERY low. The social media sphere is really a no spin zone. Authenticity rules the day. It is important that you are seen as adding value to the network though sharing information. You will be rewarded for it by getting more attention.
AS we've seen from the numbers I've already shared, 10s of millions of people use these social sites monthly. Certainly some more than others, but the trend line is going up. Populations of users on facebook are increasing in all agegroups. Twitter has experience astronomical growth. Chances are you have nascent networks in all of these places that are just waiting to be activated. People are blogging, commenting, tweeting, posting comments on facebook, posting videos, and they may already be talking about you, or the issues that are important to your organization. You need to be a part of that conversation. sites like Facebook, and Twitter, are trying to become the go to “social search”. I'd much rather know what my friends say about the news, a product, or an organization than what some cable news talking head, or far off reporter says. So i will search my network, or query my network first.
Now we will talk about some different types, or modes of “social media” in more dept
people, especially the mainstream media, seem to be all atwitter about twitter these days. You can't turn on CNN without seeing an anchor referring to or reading “tweets”. What exactly is it: short dispatches, limited to 140 characters. Ranging from the mundane, like what a person ate for lunch, to the profound: breaking news about the iranian election, and everything in between. It is a way to quickly and easily share thoughts, information, links to news or videos. Recommendations, questions, and conversation. You really have to get into twitter to fully understand it. Facebook also offers status updates which are very similar, not as constrained and live on your profile on facebook and are shared with all your facebook friends.
On Twitter, you can choose you want to follow, it is a one way relationship: you subscribe to them, there is not reciprocity by default, which is different from facebook. People can then choose to follow you back. On both platforms, the conversations that ensue are by default public, on facebook they are threaded, whereas on twitter they are not.
I'm sure that many of you often email links to websites to friends and colleagues. Email, is still for many, the killer app, and it works very well for sharing a link with a few friends. Social bookmarking basically shares your “links” or bookmarks with everyone, and in doing so a network effect emerges as sites get bookmarked by many people, tagged and categorized, the resulting database can then be searched, and the results are imbued with more human intelligence. I personally favor delicious, and use it every day for tagging bookmarks. Stumbled upon has a dedicated following as well. Google has a bookmarks tool, and there is also google notes which works with google reader and allows you to share items you find on the web via your google reader shared feed which we will talk about a little more later.
This is a list of my bookmarks in delicious tagged with “environment” At that red arrow you can see that 201 people have also tagged mongabay.com
Many sites offer a “share this” set of tools, as you can see here, there are links to share the page via a variety of websites and services.
1. Social Media:
Overview and Strategies for NGOs
Partner & Strategist
What is “Social Media”
Why it is important to NGOs
How to develop a Strategy
3. What Is It?
Social Networks and Social Media are not the same!
photo credit: flickr :: muffet flickr :: Andrew Mason
4. Social Networks
Social Networks are the connections people make with one
another. Technology empowers this through websites like
Facebook, Twitter, Flickr and countless others.
photo credit: flickr :: kentbye
5. Social Media
Social media is online content created by
people and shared over social networks.
photo credit: Library of Congress
6. The Big Picture
Social media is fundamentally changing the way
humans connect and share information and ideas.
It is also YAPS (Yet Another Paradigm Shift) in
communications. From a one-to-many mode of
communication to a many-to-many mode.
This is unique and unprecedented.
7. Social Media Is...
“"The Conversation Prism" Brian Solis & Jess3”
8. Why Is It Important
This is the direction internet communication is headed
Your networks are there:
other organizations, donors, board members, etc...
People are talking behind your back!
the conversation is happening with or without you
Increasingly people are searching there
9. Modes of Social Media
Short: Constrained length (Twitter 140 characters)
People “follow” you, you “follow” people
Public conversation with other users
12. Social Bookmarking
People share their bookmarks
Easy to see what's interesting to people
See how other people “Tag” the same pages
(we'll talk about Keyword Research in a minute!)
& notes (reader)
13. Social Bookmarking
14. One way it happens...
Share This/Service Links on websites
15. Photo Sharing
Flickr – share photos with friends and strangers
tag photos to be easily findable
add them to “groups”
Post comments, and discussions
license them under Creative Commons
2.5~3 million new photos each day, over 3 billion in total
Facebook – increasingly used for photo sharing
post to “wall” or albums
Tag and Comment
More than 1.5 million pieces of content (web links, news
stories, blog posts, notes, photos, etc.) are shared on
16. Video Sharing
YouTube – Videos, Video responses, comments,
YouTube is the #2 Search engine in the World
20 hours of video uploaded to YouTube every minute
Others: Vimeo, Revver, blip.tv
uStream.tv for live streaming
17. Examples of NGO's
Using Social Media
18. Social Media Strategy example:
19. Social Media Strategy example:
20. Social Media Strategy example:
Using Video to Connect
Oxfam used a
YouTube video first to
Starbucks and then to
present a “Thank You”
from the people Oxfam
21. Social Media Strategy example:
YouTube Video Campaign
22. Using Twitter
23. Use Multiple Channels
24. Facebook Fan Page
25. Facebook Causes
26. Developing A Strategy Of
27. Developing a Strategy
Stop. Look. Listen.
Don't rush in without a plan.
Photo Credits: flickr ::Peter Kaminski ::law_keven ::law_keven
28. Stop: Develop A Plan
P.O.S.T. Framework (Groundswell, Forrester Research)
People: Identify your audience
Objectives: Identify your objectives
Strategy: Develop a strategy
Technology: Identify the right tools/sites
Conduct Preliminary Research
What are other orgs like yours using/doing
Where is your audience
Who are the important/connected people
What are the keywords
30. People & Demographics
Where is your target audience?
What sites do they use?
Consult the research:
Pew Internet (http://pewinternet.org/)
Developing a Listening Strategy is essential
Where to listen
Google News and Blog search, Technorati, Twitter
How to listen
feed readers (Google reader, Bloglines)
When & how to respond
Comment, Blog post, Tweet, letter to the editor, op-ed
photo credit: flickr :: Jon Marshall
Listening Strategy Essentials:
Listening tools (Google Reader, Twitter search)
Schedule time to listen
Revise searches as necessary!
And why they're important:
Search. What your audience searches
Keywords determine relevancy
Relevancy determines findability
And how to find them:
Look at “competitors”
Brainstorm with your staff, members, audience
Google Trends (http://www.google.com/trends)
Ask for help/feedback from others
On Twitter, or Facebook for example
36. Finding Keywords
Use Delicious to see tags used by others
37. Get Connected
Go where your audience is
Ning (many social networks)
Participate, Engage, Contribute
Build and use social capital. You can't save it.
38. Get Connected
Make a commitment to “be there”
On Facebook: create a “page” not a group.
Start with everyone in your organization
Grow from there, use blog, website, Twitter
Don't attempt “action” until you have Critical Mass
Take the Long View
39. Listening Tools:
40. Google Reader
Leverage your listening, use Google Reader to share
41. Listening Tools:
Search for Keywords, Look at Trending Topics
42. Join the conversation
You know who is talking
You know what they are talking about
You know where they are talking
Assign staff resources
Make time in the schedule
Check in to make sure it is happening
Find interesting people/companies and follow them
Post regularly: “What has your attention?”
Links to your blog, but be sure to provide context
Links to other interesting articles, sites, etc...
“re-tweet” interesting/useful posts
reply to the people you follow
don't post many times in a row
Provide value to the people who follow you
44. Find People To Follow
users to “tag”
others to find.
45. Search & Hash Tags
46. Blogging & Comments
Find your voice
Establish a schedule
Respond to Comments on your blog
Link to other blogs and sites
Join conversation on existing blogs
Always Add Value!
47. Adding Value
Know your audience, understand what they will
find interesting and useful. Give it to them.
Provide unique insight
Share “privileged” information
48. Measuring Success
49. Measuring Success
Followers, friends, subscribers
Links, retweets, mentions
Views, Favorites, Ratings
Numbers are useful, but don't tell the whole story
50. Tools For Measurement
twitter.grader.com, twinfluence.com, twitalyzer.com
51. Google Analytics
Specifically Look at
your “Referring Sites”
Look for specific
Social Media sites.
with your use of tools.
52. Twitter Metrics
53. Twitter Metrics
54. Twitter Metrics
55. YouTube Insight
Insight shows stats on all of YOUR videos.
56. YouTube Video Stats
57. Notes and Resources
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