Social media for councils june 10


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Social media for councils june 10

  1. 1. Social Media for Councils<br />An Introduction<br />
  2. 2. On Road Media helpspeople find ways to communicate and stay in touch online<br />
  3. 3.
  4. 4. Static sites were web 1.0<br />Blogs, wikis, podcasts, social networks...<br />...any site where ordinary people create content and socialise...<br />= web 2.0<br />
  5. 5. BLOGS<br />
  6. 6. Blogs – the basics<br />A blog is a special kind of website that organizes articles or “posts” by date or subject, and allows readers to comment<br />Blogs are usually less formal and more dynamic that a normal website<br />Good blogs invite comments and discussion and repeat visits<br />Search engines like blogs!<br />
  7. 7. Local paper blogs<br />
  8. 8. Freelancer blogs<br />
  9. 9. Community blogs<br />
  10. 10. Starting a blog<br />Read some blogs yourself, then try a free blog tool for yourself<br /><ul><li>
  11. 11.
  12. 12.</li></ul>The best blogs are honest, interesting, useful and consistent – not an easy task<br />Ask yourself: Do I have the resources to make a good blog? Is a bad blog worth it?<br />
  13. 13. MICRO BLOGGING<br />
  14. 14. What is Twitter<br /><br />“Twitter is a service for friends, family and co-workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?”<br />Yeah – I didn’t get it either – at first<br />
  15. 15. Twitter is a lot of conversations<br />
  16. 16. Why is Twitter popular?<br />It’s like instant messaging or text messaging but to a huge group<br />Oddly enough, communication happens and communities form in tiny bursts<br />It’s quite addictive…<br />
  17. 17. Starting with Twitter<br />Sign up, it’s free<br />At first, you’ll see almost nothing<br />Start “following” people<br />Participate – say something, ask a question, respond to others’ questions<br />
  18. 18.
  19. 19. PHOTOS<br />
  20. 20.
  21. 21. AUDIO / PODCASTS<br />
  22. 22.
  23. 23.
  24. 24. VIDEO<br />
  25. 25.
  26. 26. Source: Beth Kanter<br />
  27. 27. The web has changed how we communicate<br />It’s gone from this<br />To this<br />
  28. 28. What’s so different about web 2.0?<br />It is fundamentally different from previous forms of media<br />Social media platforms provide a framework for people to connect directly to each other – the architecture has permanently changed, though technologies will continue to evolve<br />People are using social media to glean information from each other without relying on organisations<br />This shift is permanent! Get involved or lose out!<br />
  29. 29. This doesn’t mean we replace offline activity!<br />
  30. 30. The best users of social media blend online and offline activity in marketing<br />Example: If you’re running an awareness or fundraising event for your organisation<br />Create a network or start a group around the event<br />Write blog posts in the run up to the event<br />Invite people to post their own photos onto your site, ask them to post their feedback etc<br />Those who took part will feel like part of a team<br />Those who couldn’t be there will feel like they haven’t missed out<br />
  31. 31. Social Networking<br />Nothing replaces face-to-face contact<br />
  32. 32. But...<br />Social Networking can facilitate conversations between much larger groups of people<br />
  33. 33.
  34. 34. What is Facebook?<br />Facebook is a “social networking platform”<br />People “live” online there<br />It’s not just for kids (half of you are there!)<br />The average Facebook user views 45 pages during a session<br />There are different kinds of FB pages: personal, groups, companies or organisations like yours<br />
  35. 35. Starting with Facebook<br />Sign up for a personal account<br />Find your friends, look at what they are doing <br />Join some groups<br />Search with keywords relating to your organisation’s mission<br />Start contributing and creating<br />
  36. 36. To really make social networking WORK, organisations MUST:<br />Let go<br />Facilitate conversations, don’t control them<br />Involve people, don’t ‘own’ your cause<br />Allow people to get involved: Volunteer or employee on social network does not equal messer!<br />Try things and be patient<br />Aggregate content for your audience<br />
  37. 37. Be realistic<br />Social networking isn’t a miracle cure<br />It may take a while for your social networking investment to pay off<br />It might even never pay off in the way you originally intended<br />
  38. 38. Social Networking is just one communication tool<br />Don’t over-invest in social networks<br />Who are your audiences(current and future)? Court them appropriately<br />If you turn your back on conventional media (notice boards, newsletters, local press etc.), you might leave out your core audience / supporters<br />But don’t under-invest in social networks either<br />
  39. 39. Learn to relax a little<br />Of course not all information on social networks is exactly right but the bulk of it is generally right (see wikipedia)<br />SO...<br />Or at least be a little ‘zen’ about it <br />
  40. 40. “But what if we’re attacked?!?”<br />People are (hopefully!) talking about you whether you like it or not<br />Better they have these discussions where you can see them and respond<br />Not all comments will be favourable<br />How you react to the negative ones says a lot about you<br />Pick your battles and don’t be afraid to say sorry or admit when you’re wrong<br />
  41. 41. Power and Control<br />You won’t always be able to control things or place yourself at the centre of discussions.<br />You will have to give up some control to gain more friends, followers and influence. This is a good thing.<br />
  42. 42. Savvy Chavvy & the power of bespoke social networks<br />
  43. 43. Savvy Chavvy<br />A social network for young Gypsies and Travellers in the UK<br />4000 members<br />Won the first Catalyst Communities award in July 2008<br />‘Chavvy’ is a Romany word for ‘child’<br />
  44. 44. Savvy Chavvy<br />Young Travellers use the network as a safe place to learn, have discussions, find family members, make friends and arrange events<br />
  45. 45. Rosina Hughes is 17 from Wareham, Dorset. She says:<br />"It's great to have a site where you feel comfortable and safe discussing these things”<br />"They have Gypsy hate groups, so it's important that we have our own space."<br />“You're all dirty” and “you're all scum”, are some of the racist responses she says she has received on other social networking sites.<br />
  46. 46. You can set up your own network for your community or organisation by using free networks like:<br /><br /><br /><br /><br />We set Savvy Chavvy up using Ning<br />
  47. 47. Some examples of other bespoke social networks<br /><br />Hundreds of people in the UK with mental health problems use the network to share information with professionals and other service users in Uganda<br /><br />2500 residents of this town in London use it to share information, launch campaigns and build community spirit <br /><br />Over 6000 people with diabetes use the network to support each other and share information<br />
  48. 48. TOP TEN TIPSto start your own social network<br /> Firstly, you need to consider the purpose of your network – who will be your members and why will they use this website above others? What need does your network address? <br />
  49. 49. Set Up<br />Go to a platform like Ning, SocialGo or and set up your network, choosing a catchy name and web address. It’s very simple; all you need is an email address and it takes a couple of minutes <br />
  50. 50. Privacy<br /> Choose how public or private it is going to be – can everyone on the web see and contribute to your network or will it be closed and private for your members only? <br />
  51. 51. Tagline<br /> Give your network a tagline and short description - what’s it all about? The tagline should consist of one pithy sentence, E.g. ‘A social network for young Gypsies and Travellers in the UK’ <br />
  52. 52. Features<br />Next, add features to your network. You can drag and drop functions like ‘forum’, ‘chat’, ‘blog’, ‘video’ & ‘photos’ into the front page. <br />You might, for example, place the ‘forum’ function prominently in the middle of the page if having discussions is the main purpose of your network <br />
  53. 53. Design<br />Choose a design – Bespoke social networking platforms will give you lots of templates to choose from and you can customize one with your own choice of images, logos, fonts and colours<br />
  54. 54. Content<br />Your network is now ready for content – help to define the network’s identity by starting discussions, posting photos, adding videos etc that are relevant to the purpose of the website<br />Behaviour – YOU set the tone of your network. You set the house rules define how you want people to behave in your space<br />
  55. 55. People<br />Invite people to the network – start by inviting relevant people and welcoming them by writing a note on their pages. <br />If you’re trying to attract a certain community don’t send out blanket invites to attract a volume of members – the quality and relevance of your members is what will help it grow and develop into a sustainable space. <br />You can support this by writing your own relevant joining up questions <br />
  56. 56. Engage<br />Keep the community active and interested – once you have a working network, keep your members engaged by making small changes to the site, adding new content and sending them relevant information (without spamming them with constant messages!) <br />MODERATION: Make sure your network is looked after, little and often works best.<br />
  57. 57. Extras<br />A lot of services are free but platforms like Ning are now starting to charge a compulsory monthly fee. You can also pay extra for optional services like the removal of ads, the ability to use your own domain name and extra storage <br />
  58. 58. Contact<br />