Sustainable Social Media


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  • Hi Beth

    Really good presentation. Shame it's not downloadable but thanks for sharing I will use some of the points - capacity issues & use of staff/volunteers - with one of my current clients.
    Many thanks,
    P.S. I think you've forgotten to give it its proper title..
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  • He discovered the secret of social media success: listening firstToyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring.
  • This is a listening/engaging system that integrates both traditional media (press mentions) w/social media reputation management. Listening is red – and there are different posts for listening ..
  • #3: Understand Your Frequency EcosystemThe key to a content ladder is organizing your rungs. Your scenario may vary of course, but for illustration purposes let’s assume you have a Twitter account, Facebook fan page, blog, and email newsletter.To create an efficient ladder, you must understand the comparative publishing schedules that you typically employ for each of these outposts. Ordered from most frequent publication to least, let’s assume that your program looks like this:
  • Let’s look at this in terms of crawl, walk, run, flyDoes your web site suck?Have you not linked your social outposts?If you have, next step is to engage, spread, and remixThen get to the advanced stage of co-created content way to say this: You need to start thinking of an integrated content strategy75% of online news consumers say they get news forwarded through email or posts on social networking sites52% say they share links to news with others via those means.http://pThe 3 Cs of Digital NewsWhat makes a platform relatively desirable to a news consumer? Here are the three Cs of what they want from news: Customized. It's tailored based on individual needs, interests, location, political views, and other factors.Curated. It's selected by a combination of professional news editors and one's social graph. This serves as a lens for which information is viewed and from what perspective. Contributory. It's enhanced and modified by the addition of opinions and sharing of information through various forms of social media (e.g., Facebook, Twitter, blogs, and comments).To deal with this abundance of information, American adults have developed a new set of routines. These habits are important for the marketers who want their message to get though the clutter and be understood. Use a variety of channels. This includes broadcast, print, online, and mobile and information formats (e.g., Web sites, e-mail, RSS, alerts, Twitter, Facebook, and blogs). Further, it's significant to note that as new devices and formats evolve, older ones don't necessarily disappear; rather, they become more targeted and specialized. Gather information based on their own schedule. While activities like commuting provide conducive environments for listening to the radio or reading the newspaper, news collection is no longer a time specific activity with 24 hour news stations and Web sites. It's crucial to note that at least one in three readers, as reported by Pew Research, only scan headlines without clicking through for more information, leaving media companies with limited means to monetize this content. Engage in private and public information sharing. This can be done through social media, commenting on news sites, and personal communications (e.g., e-mail-a-friend). Facebook recently surpassed Google News as a news source, according to Hitwise. Interestingly, Facebook sent relatively more upstream traffic to traditional print media, while Google News sent it to traditional broadcast sources, and Twitter had significantly lower reach. In today's world, consumers expect that news, at least in a general, widely available format, to be free. There's little loyalty related to news brands because, if payment were required, four out of five adults would change providers.
  • Set up a google group. Self-organized. Build a list of tags on both sides – pro/opposition.  (1) Shared listeningOpposition Research Listening to what they are saying, how they are saying it. -to discuss tweets-special language-action – asked other organizations to retweet -Social media call to discuss what they were each doing. Realized that none of the groups were doing anything effectively alone. We discovered that most of the groups didn’t know where to start. A lot them didn’t have Twitter, no idea what hash tags. We were starting at a basic level. 
  • Cultural Norms:Share blog post w/ 1-2 sentence summary and with an abbreviated URL – “we don’t have time to read the whole blog post – just send us the kernelSend a tweet you want you want retweeted w/any #hashtagsDon’t send anything out to the list that isn’t a simple actionNo obligated List knows the expectations – tweet this, and it supports your work or not harmful –and don’t have to get permission internally – we didn’t retweet
  • During the summer, Verizon sponsored a festival event in WVA w/Hank WilliamsAnd at the last minute the event turned into a rally against the climate bill. They wrote a blog post asking Verizon to pull out of the event sponsorshipGot a lot of nasty comments, and traced where they were coming from
  • Discovered that someone has posted a link on the Verizon Fan PageDiscovered that their Fan Page wall was openSent this out to the list – asked for FB Fan Page bomb
  • In an hour, had filled the wall from advocate organizations and their networks – it would die down, and they’d fan the flames again 
  • Organizational culture is the psychology, attitudes, and experiences and beliefs of the people who lead organizations. Culture impactsUse social media to engage people inside and outside the organization to improve programs, services, or reach communications goals. Embrace mistakes and take calculated risksReward learning and reflectionUse a “try it and fix it as we go” approach that emphasizes failing fastOvercomes organizational innertiaUnderstand and appreciate informality and individuality do not necessarily indicate a lack of professionalism and caring.Trust staff to make decisions and respond rapidly rather than craw through endless check-ins and approval processes
  • The established and traditional ways of working are centralized, firmly controlled, planned, properitary, and one-way communication.
  • Decentralized, loosely controlled, emergent, public, two-way conversation
  • There is also a need to describe your social media strategy in terms of the value – how it will help you reach your goals. Many leaders are “yellow thinkers” – that is they need to see the results laid out in advance before they will say.Pre-school California – there is also a conversation about value – and that happens by connecting social media strategy to communications objectives.
  • Don’t do anything stupid – Social MediaDon’t moon anyone with camera
  • Testing of the policy – and there may be things that you didn’t think
  • should inform specific decisions and/or actions.Do not measure everything, but do measure what is most important to your goals.The data you gather should help you learn
  • Testing
  • What's one small step that your organization can take towards being a networked nonprofit? on the back of business card - and draw a winner free copy.  
  • Sustainable Social Media

    1. 1. Sustainable Social Mediafor Nonprofits<br />Beth Kanter, Visiting Scholar Packard FoundationAg Subprogram Convening<br />May, 2010 <br />
    2. 2. Beth Kanter<br /><br />Visiting Scholar Packard Foundation – Coaching and Peer Learning<br />
    3. 3. Best Practices<br />Flickr Photo by toby_maloy<br />
    4. 4. Spectra Gram:<br />Using social media in our organization’s communications strategy is valuable<br />AGREE STRONGLY<br />DISAGREE STRONGLY<br />Somewhere in between? <br />
    5. 5. Sustainable Social Media<br />Uses Multi-Channels<br />Inside/Outside<br />Generate Buzz, Spreads Ideas<br />Social Content<br />Engage<br />Listen<br />Integrated with Overall Communications, Internet Strategy, or ProgramHelps Drives Offline Action or Behavior Change <br />
    6. 6. acticaches<br />Sustainable Social Media: Picking Tools<br />Uses Multi-ChannelInside/Outside<br />GenerateBuzz, Spread Ideas<br />Social Content<br />Listen<br />Engage<br /> 10hr<br /> 15hr<br /> 20hr<br />Crawl ………..……Walk …….…….. Run ……..…………….Flyl<br />Less Time<br />
    7. 7. Share Pairs<br />Are you in the crawl, walk, run, or fly stage with your social media?<br />Photo by Franie<br />What does that look like?<br />What’s needed to get you to the next stage?<br />
    8. 8. Meet Apollo<br />
    9. 9. Toyota supported the Hill-Terry bill that called for substantially less aggressive fuel economy standards2006-2007 <br />
    10. 10.
    11. 11.
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    13. 13. Let’s look at a couple of best practices:<br />Listening PostsEngagingInfluencers<br />Social Content Strategy<br />
    14. 14. Source: Communications Network Listening Presentation OSI Foundation<br />
    15. 15. What ‘s involved with setting up a listening post?<br />KeywordsSearch Feeds Read<br />Analyze<br />Apply<br />
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    28. 28. Video: Click Here<br />
    29. 29. How does listening and responding on social media channels inform your communications strategy?<br />
    30. 30. Conversation Starters<br />
    31. 31.
    32. 32. What are some successful conversation starters that enhance your communications goals and engage your stakeholders?<br />How do bring them up the ladder of engagement on social media channels?<br />
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    37. 37. How are you identifying and cultivating social media influencers? <br />
    38. 38. Social Life of Content<br />Charting: Creating Reusable Chunks of Content<br />
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    40. 40.
    41. 41. Conversational Content<br />Crawl<br />Fly<br />Walk Run<br />
    42. 42.
    43. 43. Social Media Outposts<br />
    44. 44. Curated Social Content<br />
    45. 45. What could happen if social media folks in 150 environmental organizations worked together?<br />
    46. 46.
    47. 47. Shared best practices<br />Discovered they could learn from each other<br />Shared listening<br />Coordinated Twitter campaign<br />
    48. 48. Established cultural norms: simplicity<br />Technology Stewards: Shared Task of approving access to the list<br />
    49. 49. A Window of Opportunity<br />
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    56. 56. Social Culture<br />
    57. 57. A Social Culture: Looks less like this …..<br />Source: David Armano The Micro-Sociology of Networks<br />
    58. 58. And more like this ….<br />With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks<br />
    59. 59. Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Make mistakes<br />Make senior staff too accessible<br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more<br />
    60. 60. Making a strong business case<br />
    61. 61. Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
    62. 62. Why policy is needed
    63. 63. Cases when it will be used, distributed
    64. 64. Oversight, notifications, and legal implications
    65. 65. Guidelines
    66. 66. Identity and transparency
    67. 67. Responsibility
    68. 68. Confidentiality
    69. 69. Judgment and common sense
    70. 70. Best practices
    71. 71. Tone
    72. 72. Expertise
    73. 73. Respect
    74. 74. Quality
    75. 75. Additional resources
    76. 76. Training
    77. 77. Press referrals
    78. 78. Escalation
    79. 79. Policy examples available at</li></ul>Source: Charlene Li, Altimeter Group<br />
    80. 80. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<br />
    81. 81. Testing the policies: Refining, Educating<br />Operational guidelines need to be specific and include examples<br />
    82. 82. Capacity<br />
    83. 83. Staffing<br />
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    85. 85.
    86. 86.
    87. 87. Learning<br />
    88. 88. Spreadsheet Aerobics<br />
    89. 89. Testing, Testing, Testing<br />
    90. 90. Summary:<br />Social Media should be integrated into your organization’s communications or program plan<br />You can be successful with small incremental steps matched to your capacity<br />Experiment, Measure, Learn, and Refine<br />
    91. 91. Beth Kanter<br /><br />Visiting Scholar Packard Foundation – Coaching and Peer Learning<br />