Social Media 101, 2017 University of Scouting - John Blue, Indianapolis, IN, USA
This is a basic review of social media for Scout leaders to help them understand the opportunities and issues of social media for Scouting. Covered are tips and guidelines Scouts and leaders should follow to have a safe and helpful use of social media.
2. Truffle Media
Ned Arthur, Director of Sales and
Content Development
John Blue, Chief of
Community Creation
3. Write down as many
things as you can: What
are the things you take for
granted about media
today.
4. Share what you have as
smartphones: Android or
iPhone (are their really
any others?)
5. Now, on one card, write
down two questions you
would like answered
today.
6. And on another card, write
down your most used
apps on your smartphone.
7. 1793 The Pennsylvania Evening Post becomes America's first
daily newspaper.
1851 Selling for a penny a copy, the New York Times debuts.
1885 William Dempster Hoard wrote his issue of a "journal
devoted to dairy farming.
1962 Agri-Marketing magazine started
1984 United States newspaper circulation peaks at 63 million
people
191 Years
8. 1995 The American Reporter first daily newspaper on Internet
2004 Podcasting started
2004 Facebook launched
2005 YouTube launched
2006 Twitter launched
2010 Facebook passed 63 million US people
15 Years
13. Facebook — 72% of
adult internet
users/62% of
entire adult
population
Pinterest — 31%
of adult internet
users/26% of
entire adult
population
Instagram —
28% of adult
internet
users/24% of
entire adult
population
Twitter — 23%
of all internet
users/20% of
entire adult
population
14. 92% of teens report going
online daily — including 24%
who say they go online
“almost constantly,”
http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/
26. What are laws, policies, and privacy
issues to keep in mind when using
social media?
27. What are laws, policies, and privacy
issues to keep in mind when using
social media?
28. Children's Online Privacy Protection Rule (COPPA, FTC), limit
the collection of personally identifiable information from
youngsters without their parents’ consent.
requires websites to post a complete privacy policy, notify
parents directly about their information collection practices,
and get verifiable parental consent before collecting personal
information from their children – or sharing it with others.
29. Children's Internet Protection Act (CIPA, FCC), Schools and
libraries subject to CIPA may not receive Internet access or internal
connections discounts offered by the E-rate program unless they
certify that they have an Internet safety policy that includes
technology protection measures.
31. Two deep leadership in communications
To keep things simple, all Troop focused social
media with/for Scouts should only be on the public
side of social media.
- Don’t send Facebook messages
- Don’t setup Facebook private groups
- Don’t send Twitter direct messages
- Just don’t use Snapchat
32. Review the guidelines from BSA
http://www.scouting.org/Home/Marketing/Resources/SocialMedia.aspx
33. As with all other Scout actions and activities, on the
Internet, follow the Scout Oath and Law.
Scout Oath and Law
34. What are laws, policies, and privacy
issues to keep in mind when using
social media?
13+ 13+ 13+
61. Learn the culture of social media
Get familiar with social media
Initiate personal social media
Participate in council and national BSA social media sites
Evaluate your unit’s goals
What do you want to achieve?
What are the critical needs?
What are your goals?
Create Your Social Media Strategy
Study what others are doing
Take cues from others
Facebook: Crossroads of America Council
Twitter: @BSACrossroads
YouTube: Crossroads Council
Flickr: BSACrossroads
Facebook: Boy Scouts of America
Twitter: @boyscouts
YouTube: bsa100years
62. Name your page after your unit including number and
community name
Follow Scout Oath and Law
Strive for accuracy
Stay up-to-date
Find a balance- don’t post too much or too little
Ensure permission before posting pictures
Assume anything you post is permanently and
publically available to others
Reference to council social media guidelines on the
website
63. Social Media Terms
“Tag” - to add keywords to
a video, photo or blog
post to help users
search for media by
topic
“Friend/Follower” - a
person who has agreed
to connect with you on a
social network
“Feed/Wall” - a constantly
updated stream of
information delivered at
regular intervals
“ReTweet” or RT - on Twitter to
repeat, or repost a tweet by
typing RT @ plus the original
author’s username and
message
Hashtag or “#” - a symbol that
allows you to tag your tweets
and relate them to others’
tweets or posts. #BSA or
#IndyScouting marks your
tweets as Boy Scouts related.
Share - finding something online
and using social media to share
with others.
More terms http://agtoday.us/terms-social-media
64. Update on Facebook approach
For communication with parents and adult leaders
- Facebook groups (or other private social
media/digital groups) are a viable approach to
sharing troop or pack information.
- Have a plan to add / remove people as the
membership changes.
- Be clear in adult communications about what the
private groups are for and what they are not for.
- Scout participation should not be allowed in these
groups.
Good morning,
Welcome to the University of Scouting’s Social Media 101 class
Hi, My name is John Blue and I work at Truffle Media Networks, an agriculture media company focused on agriculture animal health issues. I am also a parent of two scouts, one in Troop 56 and the other in Pack 830.
Short activity, about 30 seconds
Ask about this; pause
Before we start, I want to share a perspective: It took 191 years to get from first American
paper to a newspaper with a peak circulation of 63 million people.
In contrast to newspaper, It took 15 years to go from the first internet newspaper to get to a
single digital service having 63 million users.
The speed of technology adoption and use will continue to be fast.
Media use over the last 20 years has changed.
People have moved from utilizing media based on time and location to discovering
and finding information in real time through multiple channels and various sources of authority.
Information media has become time free, virtual, digital, and very participatory. (next)
Today the way people receive information is far greater and faster.
50% of Americans say they get their main news from the web.
This data is from the Pew Research Center.
Here are how people get News by age.
This chart highlights the prevalence of social media use by Americans over the age of 45 (orange, red, and dark red). This is important to know because 25% of principle farm operators are over the age of 65, and the average age of farmers is 58 years old.
for some additional perspective: Here are how adults in the United States are using some social media channels.
And for teenagers, 92% report going online daily, with 24% of teens saying they going online “almost constantly”.
What is social media?
We have had social media for a long time
Polaroids, Postcards, Sheet music, Mix tapes&CDs, Jokes
But the speed and scale of sharing that media was very limited.
Today, the ability to share has speed, scale, and selectivity because
the channels are digital. We can reach far more people with media that can spread very quickly.
Why do people use social media?
People love to share things
People want to be entertained. This is Neal Patrick Harris’ family at halloween, posted on Instagram.
People want their news on channels that fit their time.
Some people want to help.
And others want attention. Ashley Victoria Benson on Snapchat, is an American actress, dancer and model, known for her role as Hanna Marin on the mystery-thriller television series Pretty Little Liars
And, yes, people want to make money using social media.
Many business want to use social media to help with branding advertising, direct advertising, and public relations.
What are laws, policies, and privacy issues to keep in mind when using social media? : I want to cover this first because social media use within Scouting has laws, regulations, policies, and guidance that must be observed.
There are several organizations, regulations, and laws that concern minors and the Internet.
This one, the Children's Online Privacy Protection Rule, thru the Federal Trade Commission, applies to any organization that collects information on minors.
And this one, Children's Internet Protection Act , thru the Federal Communication Commission, applies to organizations that seek federal funding under the E-rate program for affordable broadband.
The Boy Scouts of America have rules: Two deep leadership, the Scout Oath, and the Scout Law. For example, communication with a Scout on line must include another adult on that communication to have two deep leadership.
To keep things simple, all Troop focused social media should only be on the public side of social media.
Review the BSA guidelines on social media http://www.scouting.org/Home/Marketing/Resources/SocialMedia.aspx
As with all other Scout actions and activities, on the Internet, follow the Scout Oath and Law.
Lastly, many social network sites have minimum age requirements, on top of any other laws and regulations. Review privacy policies and terms/conditions of services your kids or Scouts are using.
Note that all social media services have their own approach to what age is required for use.
I’m only going to focus on Facebook and Twitter from here out.
The main reason for this time and focus: there are many other social media channels; their approach & use are all similar but each have their own unique culture; covering any more than two would require more time.
Also, one person has the ability to only concentrate on two or three social channels for effective use.
Getting started with Twitter: Twitter signup requires an email.
Same with Facebook: it also needs an email.
What is Twitter about?
Twitter has the model of people following you and you following others (but you/they don’t have to follow back). When you post something (a tweet) then your followers will have the ability to see that tweet in their news feed.
And anyone you follow, their posts (also tweets) will show up in your news feed.
Twitter accounts do not have to be real people.
Here is my news feed containing things posted by those accounts I follow. Note that most tweets are public and can be seen by anyone. “most” meaning you can have private Twitter accounts where only invited people see your tweets. But that is not the norm.
Twitter is a place to share news, tips, ideas, and random musings in a short (140 character) format. (cont)
This is the Twitter page for NASA. Twitter has functions and info to better understand what is happening: number of tweets by NASA, followers of NASA, Who NASA is following, What NASA has liked, and lists of Twitter accounts NASA has created. You can see if the account is verified and see people you follow who also follow NASA.
Scrolling down, you can see all the pictures (like an album) the NASA has plus trends happening on twitter in various geographic regions.
The short format tweets (again 140 characters or less) are posted with additional bits of info: For example, this NASA tweet shows number of likes, retweets, plus there are controls for various things with a tweet or to an account.
In that short format, Tweets can be 140 characters long to include hashtags, mentions of other accounts, and images.
Update: media attachments, @names in replies, and several other content items no longer count against the 140 character counts.
Google “All You Need to Know About Twitter's 140 Character Update” for details.
What is Facebook about
Facebook has the model of people friending you and you accepting their connection. When you post something then your followers might have the ability to see it in their news feed. And anything they post might show up in your news feed. I say “Might” because Facebook does not guarantee you will see everything your friends post, by design.
(explain who this is) Personal profiles on Facebook are about real people. The profiles have info on the number of friends they have, bio info, and maybe their interests. Some of the info displayed can be private or public, depending on your settings, all within in your control.
Personal Facebook profiles show people you have in common with others, and other info one might want to share. Facebook personal pages need to be real people; Facebook does check occasionally.
Facebook also allows pages to be created for causes, business, groups, issues, etc. They can also be about people, places, and things. They are owned and administered by at least one Facebook profile.
Pages have functions and info for each page: number of likes, if the page is verified, see people you follow who also follow the page viewed. The center column is the newsfeed or “wall”. Additional personal information is on the right showing my friends’ activities. The page is personalized to the looks of the page owner, in this example, NASA.
Facebook pages also may show additional info sections on the side, like photos and videos posted by the page’s owner, again NASA in this example.
Posts on the Facebook pages or personal profiles have information about the number of people who like and comment on a post. Posts on Facebook are longer than those on Twitter, up to about 60,000 characters.
To use social media for Scout related activity requires some planning; nothing elaborate but something that outlines the who, what, when, where, why, how, and how much model. This approach will help cover the various engagement approaches you might want to do.
Learn the culture of social media; Evaluate your unit’s goals; Create Your Social Media Strategy
Here are some additional considerations (read thru these; comment if needed)
Learn the terminology of the channels you want to use.
Communication with adults involved with a Scout organization can use any system that fits the need of the organization. To help, have a plan to define what digital tools are for, who manages it, why the tools exist, and how to use them.
Again, you need a plan. And be prepared to adjust it regularly throughout the year.
These next slides share the specific example of Troop 56 use of Facebook integrated with their website and email communication.
The website, Facebook, and email are the primary digital communications tools for the Troop. The website is the home base of info. Registration pages, FYI, and celebrations are posted on the website.
The Troop 56 website has a Facebook widget on its webapge to highlight there is a Facebook page.
Facebook is the only social site used by Troop 56 today. It is mainly a quick post channel. For example, while at an event, posts via smartphone can be made quickly. Also, any announcements listed on the website are repeated on Facebook.
Email is the main communication channel for all Scouts and their families. Email is used for reminders, updates, and changes. Email is not so much used for social sharing as it tends to be too cluttering.
If you can, please share one of your items you listed in the chat area.
Look at those things you take for granted about agriculture and media.
What do they say about your approach to media and what one thing can you tackle to change the assumption?
Questions?
And if you still wonder what social media is, this “Social Media Explained via Donuts” can help.
Contact Truffle via Phone: (877) 558-7833, Twitter: @TruffleMedia, Facebook: TruffleMedia.com/Facebook, and web: TruffleMedia.com.
Thanks again for attending the
University of Scouting’s Social Media 101 class