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MI Social Media & Prevention: Getting Started


An introduction to social media in prevention, why it is important, how to get started, plus a little explore/discover stories. Delivered online via Elluminate.

An introduction to social media in prevention, why it is important, how to get started, plus a little explore/discover stories. Delivered online via Elluminate.

Published in Education , Technology , Design
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  • Photo:
  • What brought you here to this session today? What are you curious about or would like to know more about? Source:
  • Citation; <div xmlns:cc="" about=""><a rel="cc:attributionURL" href=""></a> / <a rel="license" href="">CC BY-NC-SA 2.0</a></div> Link:
  • Citation; <div xmlns:cc="" about=""><a rel="cc:attributionURL" href=""></a> / <a rel="license" href="">CC BY-NC-SA 2.0</a></div> Link:
  • Characteristics of Social media Citation: What is Social Media? At )
  • At its core, social media is people having conversations online. Where? That’s one of the things we’ll explore today.
  • So what does social media look like? Forrester has identified 7 actions and measured them for three years now. (Conversationalists are new this year) POLL
  • Do you publish a blog, your own web pages, upload video you created, upload audio/music you created, write articles/stories and post them. (green check for yes, red x for no)
  • Do you update status on a social networking site like Facebook or post updates on Twitter? Green check for yes, red x for no.
  • Do you post ratings/reviews of products or services, comment on someone else’s blog, contribute to an online forums, or contribute to/edit articles in a wiki Green check for yes, red x for no.
  • Do you use RSS feeds, vote for web sites online, or add tags to web pages or photos?
  • Do you maintain a profile on a social networking site or visit social networking sites? <div xmlns:cc="" about=""><a rel="cc:attributionURL" href=""></a> / <a rel="license" href="">CC BY-NC 2.0</a></div> Link:
  • Do you read blogs, listen to podcasts, watch video from other users, read online forums, read customer ratings/reviews or read tweets.
  • None of these things?
  • Photo: Social media is something to experience - to “be” not “buy” @davidalston says, You can’t “buy” social media, you have to “be” it.” You actually can treat social media like just another channel, but that would be to far underutilize its power to connect, converse and create change.
  • Source:
  • Review polling data. What did you hear that surprised you?
  • Photo: Social media technologies help us do a number of things that we normally do, better, more easily, more often. Magic wand - place it on the menu item of most interest to you. What are your goals in any of these areas or others you may have selected?
  • Who do you want to engage? Where? How? How often? Why?
  • Listening project - to learn where conversations related to your cause, issue or community are happening online? Offline? What’s the tone/sentiment? Is it appropriate to join them where they are?
  • Where are you? Online? Offline? Where is your group, coalition or network? Online? Offline? Where do you connect, overlap, or hold the possibility of engaging?
  • Online presence - offline presence, is one all that different from the other? Why? Why not?
  • Here’s an example from my experience. The idea here is to identify and connect your online and offline presence, weaving it all together with your partners presence to create a web of influence.
  • FIND How do you find others of like minds or focus and connect up? (Connect, join)
  • LISTEN AND OBSERVE - but how do you do this online?
  • There’s tools for that!
  • Google News tracks some 4500 news sources plus a variety of other social media e.g., blogs,
  • One simple but powerful action is to set an alert for your group or organizations name AND key topics you want to follow. If you have a website or blog, you may want to put the address in a Google Alert so you’ll be alerted if your “link” shows up in the news.
  • Decide on your search terms (this will take some trial and error, I usually do the initial search on the news site to hone in on the right terms for what I’m looking for. Then - how broad do you want the search to be? News only (mainstream), blogs, WWW, video, groups or Comprehensive? How often do you want to receive this alert? Where/how do you want to receive it?
  • RSS Readers are like “cheaters” for your ears. It brings specific conversations, news, topics, information up close so you get a better look. RSS readers are an easy way to track a lot of information. (signal to noise)
  • One really easy and very nice interface is Netvibes. It is free, simple to sign up for and has an easy drag and drop capability.
  • you won’t want to repeat the search everyday - set Google alerts and RSS feeds so the news comes to you. Save that search time. Let’s say you are working on a tobacco project. So what do you do with this kind of info when you find it.
  • Here’s how it works, most blogs when they are syndicated, that is, ready for “prime time” will offer a way to subscribe either by reader or email or both. (both is better). It’s a matter of click and sign up. When you click ....(next slide)
  • you’ll get some choices. Notice this one offers a variety of readers and one of them is “Google” and one is “Netvibes”. Just click on the one you have an account with and the blog or “feed” will show up in your reader.
  • Google reader seems more complex until you get used to it. On Google Reader you can share what you find with other people, share the content with a little note with your contribution or star the content for later reference. I use both Google Reader and Netvibes.
  • So, what are you listening for?
  • Source: Beth Kanter presentation at slide 65
  • Once you’ve signed up for some alerts and located some key blogs or other sites that are talking about your topic you can begin to track. Here’s a listening template based on one I learned about from Beth Kanter - the guru of social media for nonprofits. Look in your handout on page?
  • Consider the information source - it may be a blog or any number of other types of sources. Type of source =coalition, provider, agency, MSM, individual -- blog, website, news feed
  • how high do the blogs rank, influence in the blogosphere. Google Page Rank / Technorati
  • When you scan or read the post - is it positive, negative, or neutral?
  • One novel way to do this is using a wiki (a read/write websites like Wikispaces, PBWiki or Wet Paint) so that all involved in collecting can contribute in one place and everyone can see and scan what you are collecting.
  • Air Force Blog Assessment
  • Photo: Don’t try to do it all ... just figure out one simple, elegant “next step” that will make the most difference in helping us help ourselves and build our capacity to engage others
  • What sparked your curiosity so far? Where do you have questions?
  • Photo: There is no one-size-fits-all for social media. That’s why we start small and grow into it.
  • Now we can talk about social media tools. While there’s a lot of social media to cover, even more than is represented here on the Pizza, we are going to look deeper into four areas.
  • While there’s a lot of social media to cover, even more than is represented here on the Pizza, we are going to look deeper into just four areas, following the lead of Easton. Social Networks, Photos and Video.
  • Blogs - communications building blocks (opening the conversation)
  • Blogs are often used for news or current events, advocacy, to replace a print-based newsletter, or a place for discussion. Blogs noted include: CADCA’s Coalition Institute Oregon Partnership Portage County Alliance for Youth Technology in Prevention Hartford Communities that Care, Inc. Stump Underage Drinking Yamhill County Prevention Council Missouri’s Youth/Adult Alilance ONDCP’s Pushing Back Coalitions in Prevention All are listed on the blogroll at the CADCA Coalition Institute Blog
  • name/header reverse chronological order self-publish can add all kinds of content including showcasing content from other blogs and websites
  • Why is it important to have email subscription as well as RSS feeds? 94% of adults online use email (PEW Internet and American Life)
  • What do you notice about this blog? Hint: integrated a different form of social media.
  • Resource: What is Social Media? produced by at
  • Social Networking is a way to be part of groups and have some public/private space online (mostly public)
  • Cartoon source:
  • the page is busy but clean. This is a “home page” Notice the menu bar at top, choices down each side
  • GROUP - This is MYAA, a youth/adult partnership led by Alicia Ozenberger from Jefferson City, MO
  • Fan Page Even State government is able to get into the act. Tell Sarah’s story.
  • Dr. Embry’s “Page” which looks very much like a Personal Profile So how do you know where to establish a presence?
  • Is Facebook the place? Or is your priority population on MySpace? Who has experience with MySpace?
  • Notice they too have groups, forums, and apps gallery now. MySpace is known for its music apps and ability to customize pages - which can be an upside or a downside. Both FB and MySpace have ads … What if you could create your own version of social networking? You can.
  • Notice, sign up, sign in Menu bar - add drop down screens - MyPage, members, Forum, blogs Messaging Now has, 1100 members compared to (5/26) 357 members
  • Now has 357 members (5/26) 1100 members on 2/24/10
  • There were ten active forums this week on a variety of topics.
  • Blog without having to host one! An easy way to get into blogging. The blog client isn’t as robust as you’ll find when you host your own blog outside of the social network but there are advantages to offering blog posts within a network 1) ready audience to comment 2) don’t need to host our own.
  • Using the chat window, where did you see possibilities to explore further or connections you may not have seen before? Chat it up. (2 min or so)
  • Base photo:, small photos: coyenator
  • Document community life, billboards, signage, anything you find interesting. What do you see in your community that catches your attention? That makes you go, hmmmm? This is one of those for me.
  • See also
  • Nonprofit tip sheet Insights on how to run a video campaign Advice for making and editing videos And How to use Google tools for example, for fundraising
  • This version of the game is located at /
  • After all the time and work and experience of prevention over these past 18 years ... and the intensity of the changes in technology .. these things I know ... ht tp:// 0/
  • The focus is on people … relationships and webs of influence in our communities, state and far beyond. Our reach, our picture of our own impact on the world is changing.
  • Clay Shirky, Here Comes Everybody Photo:


  • 1. LaDonna Coy, MHR, CPS, CDLA Learning for Change, Inc. Where & How to Get Started Social Media Technologies in Prevention
  • 2. LaDonna Coy MHR, CPS, CDLA Primary Prevention Capacity building with Social media and live Virtual Learning/Training Interactionars sm Collaborative Partners: - Kansas AAPS - Kansas Prevention Network & SPF SIG Sector Network - Kansas Family Partnership - Eagle Ridge Institute - CADCA - Paxis, Inc - Safe & Caring Schools - Collaborative Conversations - Omega Point International - ODMHSAS - MACMHB-MASACA The surest way to provoke the imagination is to seek out environments you have no experience with. --author unknown
  • 3. What drew you here?
  • 4. Objectives
    • Define Social Media
    • Identify Social Media Roles and Actions
    • Offer Assessment Tools
    • Map our online/offline presence
    • Utilize social media planning tools
    • Explore four types of social media
  • 5. Wheel of Fortune Key to all of prevention
  • 6. Wheel of Fortune Key to all of social media
  • 7. Photo: yoshi Source: What’s Social Media? It’s about connecting . No, it’s about community . Isn’t it about Conversation ? What about Openness? Nah, it’s about participation .
  • 8. Having conversations … online Social Media is… People There’s a New .. Did you see the video from .. Heads up Saw that! Are you Yes, link is Hmmm
  • 9. Source:
  • 10. Creators
  • 11. Conversationalists
  • 12. Critics
  • 13. Collectors
  • 14. Joiners
  • 15. Spectators
  • 16. Inactives
  • 17. You have to “Be” social media
  • 18. Forrester data 2007-09
  • 19. Where are we now? X Source: Ross Mayfield
  • 20. Spf-e Social Media Assess Capacity Plan Implement Evaluation SPF-e Social Media
  • 21.
    • Listen
    • Connect
    • Collaborate
    • Communicate
    • Network
    • Learn
    • Publish
    • Share
  • 22. Assessment
  • 23. Listen Inside Outside
  • 24.  
  • 25. Online/Offline
  • 26.  
  • 27. Photo: xadrian
  • 28. Photo: brutal
  • 29. Search, discover, listen
  • 30. Vanity Search
  • 31. Vanity Search
    • Organization or coalition name
    • Director/Project Coordinator’s name
    • Your Topic or Issue
    • Notice other organizations popping up with yours on first page of search
    • Use alternative search engines e.g. blogs, twitter
  • 32. Set News Alerts
  • 33. Google Alerts
  • 34. Setting Alerts
  • 35. Managing Alerts
  • 36. RSS Readers It’s all about listening … online !
  • 37. Netvibes
  • 38. RSS
  • 39.  
  • 40.  
  • 41. Google Reader
  • 42. What are we listening for?
  • 43. What are we listening for?
    • What are people talking about? Where?
    • Are the topics of conversation changing?
    • What is the tone/sentiment & volume? Is it changing?
    • What does this mean for your strategy?
    • How can you use the info to improve what you do?
    • Are there stories you can repurpose?
  • 44. The Listening Template
  • 45. Information Source
    • Coalition blog
    • Provider blog
    • Agency website
    • MSM news
    • Individual blog, feed
  • 46. Ranking Technorati Google
  • 47. Sentiment Positive Negative Neutral
  • 48. Track, Share ... then what?
  • 49. Respond? What if we get Negative Comments?
  • 50. Just one next step
  • 51. Where are we now? X Source: Ross Mayfield
  • 52. Consider the fit
  • 53. Social Media by the Slice Blogs Wikis Social Bookmarks Social Networks Photos Audio Podcasts Web Conference & Courses RSS Video
  • 54. Social Media by the Slice Blogs Wikis Social Bookmarks Social Networks Photos Audio Podcasts Web Conference & Courses RSS Video A B C D
  • 55. Blogs
  • 56.
  • 57.
  • 58.  
  • 59.  
  • 60.  
  • 61. What stands out? Netvibes Google Reader What about a news alert? ?? Hmmm. . . .
  • 62. Social Networks
  • 63. Social Networks Build personal pages Develop Profile Connect with people Share content Communicate Host a Group
  • 64. Social Networks
  • 65. Facebook Login
  • 66. Facebook Login
  • 67.
  • 68. Groups
  • 69. Fan Page
  • 70. Pages
  • 71. ask Sometimes you just gotta Ask!
  • 72. MySpace Login
  • 73. MySpace
  • 74. MySpace
  • 75. MySpace
  • 76. MySpace
  • 77.
  • 78. Your Own Page Customize your personal page!
  • 79. Connected Comm’y Mbrs
  • 80. Forums
  • 81. Groups
  • 82. Blog You can write your own blog inside a Ning community like Connected Communities using the rich text tools provided.
  • 83. What connections or possibilities do you see for what you do? Conversation
  • 84. Online Photos
  • 85. What is Flickr? Got a camera phone? Load photos directly from Your camera phone.
  • 86.  
  • 87.  
  • 88. What can coalitions do with flickr?
  • 89.  
  • 90.  
  • 91.  
  • 92.  
  • 93.
  • 94. Your Community
  • 95. YouTube
  • 96. YouTube
    • Program Benefits
    • Premium Branding
    • Increased upload capacity
    • Rotation in “Promoted Videos”
    • Optional Fundraising button
    • Listing on “Nonprofit channels” and Nonprofit videos pages
  • 97. YouTube
    • Tips & Tricks
    • NonProfit Tips
    • How to Run Video Campaigns
    • Advice making/editing video
    • Using Google tools
  • 98.
  • 99. Dover Youth2Youth
  • 100.  
  • 101. We connect, engage or become increasingly irrelevant These things I know ... It’s about our conversations This is the Age of Participation We have the tools of mass collaboration A change in our “thinking” is required
  • 102. The dance has changed Our Work
  • 103. When we change the way we communicate, we change society. --Clay Shirky
  • 104. Photo Citations
    • Moth :
    • Wheel of Fortune
    • The dogs
    • Puppies & Kitten
    • Spectators
    • Dog
    • Social Media Map
    • Cat
    • Marco Polo
    • Dog in Window
    • Social Network
    • Cartoon
    • Community
  • 105. Photo Citations
    • Café
    • Toolbox
    • Working it out
    • All other photos from or
  • 106. References & Resources
    • Shirky, Clay (2008) Here Comes Everybody http://www. shirky .com /
    • Flickr
    • YouTube
    • YouTube for Nonprofits
    • at
    • Forrester Research at
    • Groundwell
    • Social Technographics Tool
    • Technology in Prevention Blog at
    • Technology in Prevention wiki website at
    • What is Social Media?
    • Common Craft Show /
    • WeAreMedia Wiki
    • Beth Kanter Slideshow slide 65
    • Air Force Blog Assessment response tool
  • 107. References & Resources
    • Facebook
    • MySpace
    • Connected Communities at
    • Blogger
    • Wikispaces
    • YouTube, Common Craft Show: Blogs in Plain English,
    • CADCA Institute Blog at
    • Oregon Partnership Blog
    • Portage County Alliance for Youth
    • Hartford Communities that Care, Stump Underage Drinking
    • Yamhill County Prevention Council
    • Missouri’s Youth/Adult Alliance
    • ONDCP’s Pushing Back
    • Coalitions in Prevention /
    • Problem Gambling Prevention Blog
    • South St. Paul Healthy Youth Community Coalition
    • Dover Youth2Youth
  • 108. References & Resources
    • Where & How Worksheet (PDF)
    • Who & Why Worksheet (PDF)
    • Listening tool (ecel)
    • Environmental Images Collection
    • Kansas SPF SIG Fan Page
    • Dr. Dennis Embry Fan Page
    • Google reader
    • Google news
    • Google alerts
    • A Beginners Guide to Facebook
    • David Wilcox
  • 109. Research Resources
    • Living and Learning with New Media: Summary of Findings from Digital Youth Project specifically report on Friendship by danah boyd
    • Why Youth Heart Social Network Sites: The Role of Networked Publics in Teenage Social Life (PDF)
    • Generations Online in 2009 Pew Internet and American Life Project http://
    • Teens, Video Games and Civics: What the Research is Telling Us , Pew Internet and American Life Project
    • Adults and Social Network Sites , Pew Internet and American Life Project
    • The Strength of Internet Ties , Pew Internet and American Life Projecthttp://
  • 110. Social Media Interactionars sm
    • Getting Started with Social Media
    • Tools for Listening Online
    • Blogging: Getting Started Blogging for Prevention
    • Twitter: Tweeting in Community
    • Developing Visual Presentations
    Subscribe to Technology in Prevention for updates Learning for Change, Inc.