Everything you may already know about social media *Principles for Effective Social Media Strategy for Outward Facing WorkExplained byBeth Kanter, Visiting ScholarPackard Foundation(* and want to share with your friends)

PrinciplesFlickr Photo by toby_maloy

A quick scan of your social media ant trails …

PrinciplesOnline/OfflineListen first, real time tracking, leads to engagingThe Social Life of Content and MessagingPlatform for Self-OrganizingStaff time and expertiseThe right metricsSmall pilots and ReiterateAssess organizational culturea

Community Building & Social NetworkingGenerateBuzzSocial ContentEngagementListenSocial Media: Strategy BlocksCrawl ………..……Walk …….…….. Run ……..…………….Flyl

Social ContentacticachesSocial Media: Tactics and ToolsCommunity Building & Social NetworkingGenerateBuzzListenEngagement 10hr 15hr 20hrSupport Overall Communications and Internet StrategyLess TimeMore time

1. A Bridge to Offline Action/Change

2. Listening First, Real Time Tracking, Engaging

If you find people talking about you ….ProblemBig ProblemLittle ProblemBe prepared to act swiftly Track themesBe prepared to engage

If you find people talking about you ….Not ProblemKeep track of themesKeep track of positivesEngageRelationship BuildingLook for social content to repurpose

“It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ”Danielle Brigida

The Social Life of Content

Social Content and Stories

Platform for Self-Organizing

Empowering supporters without loosing control …

Allocate staff time, have expertise to implement strategy

The Right MetricsKD Paine

The Tower and The CloudFlickr photos by jamesjordan

Common ConcernsLoss of control over their branding and marketing messagesDealing with negative commentsAddressing 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

Pick a social media project that won’t take much timeWrite down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.

PrinciplesOnline/OfflineListen first, real time tracking, leads to engagingThe Social Life of Content and MessagingPlatform for Self-OrganizingStaff time and expertiseThe right metricsSmall pilots and ReiterateAssess organizational culturea

Nonprofits and networks of advocates for different causes are seeing results with social media strategies and also working as bounded networks to share best practices or take action.

A story from a different sector …

Meet Apollo

Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards

How can use social media in a coordinated way?Over the summer ..

Shared best practicesDiscovered they could learn from each otherShared listeningCoordinated Twitter campaign

Established cultural norms: simplicityTechnology Stewards: Shared Task of approving access to the listOpportunity for collective action/mobilization happened

A Window of Opportunity

4:00 PM

Thank You! Beth’s Bloghttp://beth.typepad.comHave a blog post topic idea?beth@bethkanter.org