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Social Media News and You


Drawing on recent research and work with both journalists and nonprofits, this session looked at how nonprofit communications strategy looks when it is updated for the Web 2.0 world. Not only do the …

Drawing on recent research and work with both journalists and nonprofits, this session looked at how nonprofit communications strategy looks when it is updated for the Web 2.0 world. Not only do the old rules of goal, audience, message work like the did before--they actually work better online than they did back in the good old days (ie a couple years ago).

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  • Newspapers audience is up more than ever on the Web but their advertising revenue is down, down, downWes Bleed story-platform changes the message (Clay made this point better this morning) He got laid off
  • The NEW News report for the TrustThe news is increasingly UNlikely to cover you/your issue no matter how good you are
  • Our own survey-sector response to changesImpact survey is source ; scale was 1 to 4 strongly disagree, disagree, agree, strongly agreeSocial media: eb’s doing itPrint? What print?Online news coverage is workingReporters who used to cover us got laid offNot so much on capacity but not badSome status quo, some layoffs, a bit of added capacityQuestions?
  • The cards are divided into: Social Network, Collaboration, Media Content/Networking; Communication Tools, and Online Broadcast.
  • Imagine Your AudienceHow We Began/Who Influenced Us/FoundersObstacles Faced and Problems SolvedOn-going Benefits GivenExamples—specific peopleValues in ActionBefore we came on the scene/After we did our thingAccomplishments, Victories, Feeling good!
  • Charity: Water has set the standard in charitable tweetups. On Feb. 12, 2009, there were tweetups in more than 180 cities around the globe. The purpose of these tweetups was to raise money for Charity: Water, an organization that provides clean drinking water for families by drilling water wells in their communities. The event raised over $250,000, which is enough money to provide clean drinking water for more than 15,000 people
  • Where did that communications plan go? Tell the story about the communications strategy planning workshopSo now, review the day and ask people what their burning questions are and what they came needing answers for.
  • J. Walter Thompsonreview the handout
  • Specific, Measurable Attainable, Realistic, Timely


  • 1. Social Media, the News & You
    Gordon Mayer
    The News Sun
  • 2. CMWho?
  • 3. Social Media
  • 4. The News…
    Bob Black for CMW
  • 5. Tribune and Sun-Times, 1986-2008
    Source = Newsbank, March 2009
  • 6. …and You
    How has communications changed? (summer 2009)
  • 7. Why We Communicate
    Turnout Attendance at an event
    AwarenessUsually traces back to money
    AdvocacyBest to engage audience
  • 8. What Are Our Goals?
  • 9. Who Are Our Audiences?
  • 10. What Are Our Messages
    Got milk? / ¿Tomaleche?
  • 12. Goals
    There are no winners or losers to the Social Media Game. This game is intended to help you understand the basic mechanics of the social web as well as strategize online communicating through the Web 2.0.
  • 13. How it’s played
    Choose from a set of 31 Social Media Cards in 5 categories: Collaboration, Communication Tools, Listening, Media Content/Networking, & Online Broadcast. Each card costs 1 to 11 credits.
    Choose an Objective card. Discuss, examine, and see how the different tools best achieve your objective for about 10 minutes. You have 12 credits to spend.
    You will get a Situation Card with an Opportunity (gain credit), Dilemma (lose credit), or a Wild Card (choose another Social Media Card or create your own). You have 10 more minutes to re-strategize.
    Present to the group your objective, situations and strategy on how to communicate online using social media tools to achieve your goal.
  • 14. What did you discover?
  • 15.
  • 16.
  • 17. ‘Facts
  • 18. Telling stories
    Storyteller FigureJalisco, Mexico, AD 100/800 Art Institute Chicago
  • 19. Tweetups
  • 20. Oscar’s Law
    The only thing worse than being talked about is not being talked about.
    (from “The Picture of Dorian Gray”)
  • 21. Communications Plan
  • 22. The Plan
    Where Are We Now (Standing)
    Where Do We Want to be? (Objectives)
    How do we get there (Strategy & tactics)
    How will we know when we get there? (Measurement)
  • 23. How SMART Is Your Plan?
    Agenda: Greenbelt - Agenda doodles from thisisbossy @
    Stopwatch: stopwatch from wwarby @
  • 24. Thanks to our panel
    Bloomington PantagraphMark PickeringJamahlEpsicokhan
    Mid Central Community Action Vikki Baptiste
    The Baby FoldPete Moore
  • 25. Crafting An Elevator SpeechWho We Are, In A Minute Or So
    Hi! My name is _____ and I work with…
    You know how… (problem)
    Well, what we do is…(feature)
    So that …(benefit)
    We’re kind of like the…(metaphor)
    Feature: the physical traits or description of what you do
    Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?
    Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.
  • 26. Thank you!
    Get found online!
    Add your group to our directory at
    And fan us on Facebook! communitymediaworkshop