Social Media At Work

Social Media at Work Jennifer Berk Amplify Public Affairs March 4, 2009

What is social media?

What is social media?
Tools for sharing information between people
Usually cheap/quick to set up and start using
Not a quick fix
Not an isolated effort
Not a strategy

Why use social media?

Social media at work can be…
…public relations

Public Relations http://www.youtube.com/user/RotaryInternational

…public relations
…fundraising

Fundraising http://nten.org/scholarship

…public relations
…fundraising
…customer service

Customer Service http://andrewferguson.net/2007/04/23/naked-conversations-a-case-study-of-the-american-red-cross/

…public relations
…fundraising
…customer service
…program development

Program Development http://www.change.org/ideas

…public relations
…fundraising
…customer service
…program development
…anything involving people, inside or outside the organization

How do I use social media?

POST (Groundswell)
People
Objectives
Strategy
Technology

POST - People
Who are you trying to reach?
Do they use social media? How?
What tools do they use, and for what purposes?
Who are they already talking to?
Where will they want to hear from you?

POST - People
Colleagues
Volunteers
Donors
Clients

POST - Objectives
Listening (you monitor)
Talking (you publish)
Energizing (you connect others)
Supporting (you provide tools)
Embracing (you collaborate)

POST - Strategy
What will change?
How will you know it changed?
How will your organization need to change in response?

POST - Technology
What technology or technologies will help you reach your customers and bring about that change?

Delicious and Digg

Podcasts and Flickr

YouTube

Facebook and MySpace

Mobile and Twitter

LinkedIn, Ning, and Change.org

IM, Skype, and Videoconferences

Games and Virtual Worlds

Pulling it all together

Being human
Don’t sound too programmed
Help others
Have conversations
Follow social norms - give a name, post a photo, etc.

Crisis management
Have a policy ahead of time
Notice there’s a crisis
Offer your take on the situation
Respond politely to reasonable critics

Summary
Social media can create powerful connections
Think about your audience and strategy before picking what tools to use
Incorporate social media into your regular planning, and not just communication planning
Be creative, experiment, have fun! Behave like a human being, not like an organization.

A few resources
Groundswell, by Josh Bernoff and Charlene Li, and http://blogs.forrester.com/groundswell
Seth Godin’s Blog, http:// sethgodin . typepad .com
Beth’s Blog, http://beth.typepad.com , and the We Are Media wiki http://www.wearemedia.org
Nonprofit Technology Network (NTEN), http://nten.org
NetSquared, http://www.netsquared.org
and the Association Social Media Wiki, http://associationsocialmedia.com

Social Media At Work

by Jennifer Berk on May 27, 2009

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Social Media At Work — Presentation Transcript