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8 Principles for Using Social Media Effectively

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    http://www.flickr.com/photos/euart/282104427/I’m going to share a brief a high level overview of 8 principles for using social media effectively for external communications strategies. The session tomorrow will be a deeper dive into the how tos.Before we get into the principles, I want to provide some framing.

    http://www.flickr.com/photos/jamesjordan/2751393381/http://www.flickr.com/photos/mkrigsman/3428179614/http://beth.typepad.com/beths_blog/2009/05/mark-pesce-at-cua09-think-like-a-cloud-make-a-storm-kill-the-tower.htmlMark PesceCloud: Used to describe how we're all more closely connected through social networks like Twitter, Facebook, and etc.  And how our connectedness is resulting in new collective behavior that can't be controlled. The same sort of engine which powers Wikipedia can be put to work across a number of different “platforms”. The power of sharing allows individuals to come together in great “clouds” of activity, and allows them to focus their activity around a single task. It’s happening all over the social webThe cloud results from the \"human condition of hyperconnection.\"  Always on Pesce points out that this condition leads to observational learning from watching other people's behaviors online.   Behaviors can be replicated quickly and communities of interest can form around particular topics, or \"clouds\" potential. This is very different from the way most nonprofits work – which more hierarchal - control the message, command and controlWe’re not making a value judgment about one mode of working or the other. The problem is that the Cloud and the Tower are not compatible. Now, one isn’t going to be replaced by the other.The challenge for organizations that want to be successful in using social media – requires understanding when to work like a Tower and when to work like a cloudBut nonprofits need to focus on the interfaces that connect the hierarchy to the cloudIn the 21st century we now have two oppositional methods of organization: the hierarchy and the cloud. Each of them carry with them their own costs and their own strengths. Neither has yet proven to be wholly better than the other. One could make an argument that both have their own roles into the future, and that we’ll be spending a lot of time learning which works best in a given situation. What we have already learned is that these organizational types are mostly incompatible: unless very specific steps are taken, the cloud overpowers the hierarchy, or the hierarchy dissipates the cloud. We need to think about the interfaces that can connect one to the other. That’s the area that all organizations – and very specifically, non-profit organizations – will be working through in the coming years. Learning how to harness the power of the cloud will mark the difference between a modest success and overwhelming one. Yet working with the cloud will present organizational challenges of an unprecedented order. There is no way that any hierarchy can work with a cloud without becoming fundamentally changed by the experience.

    Over the past five years (http://www.thespohrsaremultiplying.com/), The March of Dimes has used social media to nurture its online community, Share Your Story (http://www.shareyourstory.org). It is one of the better examples of how nonprofits can use social media to empower supporters without having to control it. A few weeks ago, the March of Dimes supporters came out in droves for a networked memorial service for a toddler named Maddie (http://www.thespohrsaremultiplying.com/). The community raised tens of thousands of dollars for the March of Dimes in Maddie's memory as well as covering the funeral costs for the family. The organization did little to stage this event. The organization has embraced openness and inspired their stakeholders to feel empowered enough to take action on their own.http://beth.typepad.com/beths_blog/2009/04/march-for-maddie-a-networked-memorial-service.html

    The remedy – education, discussion, policyLooks at the opportunity costs if they don’t participateConsider the worse case scenarios and have a policy that addresses

    http://www.mindomo.com/view.htm?m=5d005d7f82ae13f1a4e7ae756afe900a.flickr.com/photos/axis/1892931/Can employees participate on organization time?Should there be an oversight committee?Should the organization indicate what employees do with their personal use of social media?Should employees disclose or hide their organizational affiliation?Discussion on possible scenarios and resulting decisions

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    8 Principles for Using Social Media Effectively - Presentation Transcript

    1. 8 Principles for Using Social Media Effectively Beth Kanter, Visiting Scholar Packard Foundation Flickr photo by euart
    2. Understand the Difference Traditional Media Social Media Brand in control Audience in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the audience / Adding value Educating Influencing, involving Organization creates content User created content / Co-creation Source: Slide 10 from \"What's Next In Media?\" by Neil Perkin
    3. The Tower and The Cloud Flickr photos by jamesjordan
    4. Pick tools strategically to met objectives
    5. Social Media: Strategy Blocks Community Building & Social Generate Networking Share Buzz Story Participate Listen Crawl ………..……Walk …….…….. Run ……..…………….Flyl
    6. acticaches Tool Selection Community Generate Building & Share Buzz Social Story Networking Listen Participate 10hr 15hr 20hr Pick the right the tools and sites Less Time More time
    7. The 8 Principles Learning Strategy Capacity Culture Flickr Photo by toby_maloy
    8. 1. Use listening and monitoring techniques to develop understanding of the audience
    9. The Red Cross Case Study: Listening Comes First • First project was a listening project over two years ago • People were talking and they needed to listen • At first, felt like going to war, but changed internal perception of social media
    10. Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
    11. Listen: What’s the Value? • Changes internal perception of social media value • Improves relationships with audience and identifies influencers • Incremental improvements for campaigns • Working with affiliates
    12. 2. Engage in two-way conversations Email Marketing Social Media Diagrams by David Wilcox
    13. Influencer Customer complaining … Relationship service building issue Staff determines comments or tweets that need response
    14. People share their wildlife sightings
    15. 3: Build relationships with influencers in social media online spaces
    16. Results 7,600+ unique visitors in a single hour More than 35,000 unique visitors in one day (best ever)
    17. Empowering supporters without loosing control …
    18. 4. Makes it easy for their supporters to remix and distribute their content
    19. 5: Allocate staff time, have expertise to implement strategy 9:00 • Monitor RSS 9:30 • Twitter 10:00 •Content Creation 11:00 •Social Networking
    20. 6. Uses the right metrics to understand what is and what isn’t working Well, maybe not dead
    21. Engagement Create Metrics Critic Comment 5 Collect Click
    22. 7. Launches small pilots and reiterates and understands how to fail in the right way “We spend more time figuring out whether something is a good idea than we would have just trying it.\" - Clay Shirky
    23. Crowdsourcing the Institution’s Strategic Vision
    24. 8: Assess organizational culture and has strategies to address fears, concerns, and other barriers to adoption
    25. Common Concerns Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more
    26. Can employees participate on organization time? Should there be an oversight committee? Should the organization indicate what employees do with their personal use of social media? Should employees disclose or hide their organizational affiliation? Discussion on possible scenarios and resulting decisions
    27. Eight Principles 1. Listen first 2. Engage in conversation 3. Relationships with influencers 4. Easy to remix and distribute 5. Staff time and expertise 6. The right metrics 7. Small pilots and reiterate 8. Assess organizational culture Allocate enough staff time and has the expertise to implement strategy blasting out message
    28. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org

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