Considering Social Media for Your Organization October 2009

What I’ll Cover What is social media? How does social media fit in? What should you think about?

What is social media?

How does social media fit in?

What should you think about?

What is Social Media?

It’s Online Media… Words Messages Images Video

That Socializes It starts conversations… … travels… … is shared… … .multiplies

It’s a Class of Tools and Techniques And more! Online communities Blogs Social networking sites Distributed fundraising Contributed content Viral videos

Traditional Methods, Moved Online Community roundtable Press outreach Walk-a-thon Yard signs PR Event/ Stunt Online community participation Blogger outreach Distributed fundraising Website Badges Viral Video

How Does it Fit In?

As Part of an Overall Communications Strategy

Start with the Fundamentals No marketing technique will work without… A compelling story And an understanding of your audience Clear goals

Take Advantage of the Network Effect What channels and mediums are your audience using? What will inspire them to follow your org there? What will then help them tell their network? Interesting content feeds the network effect

What channels and mediums are your audience using?

What will inspire them to follow your org there?

What will then help them tell their network?

What Should You Think About?

Is Your Tech Infrastructure in Order ? Most social media tactics have less bang-for-the-buck than core infrastructure like networks, websites, and email Effective and function computers and networks At least a basic website presence Well thought out email strategy Enlist people in spreading the word/ creating content Basic Outreach (SEO, bloggers) Listen to Online Communities

How Much Time Do You Have? Don’t underestimate the amount of time it takes to successfully engage in a conversation. Factor in, per week: These are wild guesstimates Write your own blog 4-6 hrs+ Manage a blog written by volunteers 2-4 hrs+ Oversee a large online community or wiki 20 hrs+ Manage an active social networking site presence 2-4 hrs + Listen and participate in existing communities 1-2 hrs+

What Skills are Available? Do you already have great videos? A staff of professional researchers? Deeply committed volunteers? Build from your strengths http://blogs.consumerreports.org/safety/

What Is Your Staff Using Already? Starting with something that you have personal experience with can be a big help

What Will Energize Your Supporters? It’s unlikely your supporters are just dying for another social networking group, blog, or online video Social media tactics won’t work without passionate advocates

Are You Able to Loosen the Reins? When people start talking, sometimes it doesn’t come out the way you’d like But their energy is often helpful regardless BLEEP!

What is Your Organizational Voice? Irrelevant On mission and interesting PR message points Human and engaging Spam Trivialities News feed Social outreach

How Will You Coordinate Communications? How can you coordinate across different sites and mediums? Define the goal Think through the audience for each venue Tailor the message What are you trying to accomplish? Why are they there? What will resonate? What will best achieve your goals? Don’t just spam the same message through every medium.

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