All "A Twitter" Over Social Networking Pt 2

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Presented at Moving Towards Solutions: Addressing Teen Pregnancy Prevention in Michigan 2009

All "A Twitter" Over Social Networking Pt 2

  1. 1. All “A-Twitter” Over Social Networking (part 2) Gillian Mayman, MLIS Health Sciences Libraries, University of Michigan
  2. 2. Purpose Support Policies Marketing Evaluation
  3. 3. Purpose
  4. 4. I want to use YouTube to increase awareness of different methods of contraception
  5. 5. I want to use a blog to share information on advocating for better sex education
  6. 6. I want to use MySpace to promote healthy sexuality
  7. 7. I want to use Twitter to share information about what my organization is doing
  8. 8. Support
  9. 9. Administration IT Managers Staff
  10. 10. Gaining buy-in from your administration • “Everyone else is doing it” • “But we’re already doing it” • “It’s not really anything new”
  11. 11. Calming down your IT staff Their (potential) issues • Control • Security of information • Redundant software • Technical support • Appropriateness
  12. 12. Management decisions • Give staff time to explore • Use social technologies for internal communications • Set clear expectations/policies • Practice what your preach • Who will be doing the work?
  13. 13. Staff development • Traditional • Task oriented • Web 2.0
  14. 14. Staff development • Traditional • Presentations • Classes • Task oriented • Web 2.0
  15. 15. Staff development • Traditional • Task oriented • 23 Things • Web 2.0
  16. 16. Staff development • Traditional • Task oriented • Web 2.0 • Videos • Screencasts • Discussion groups • Blogs • Online communities
  17. 17. Policies
  18. 18. Privacy of individuals
  19. 19. Question of moderation
  20. 20. Volume of response
  21. 21. Personal expression
  22. 22. Voice of the organization
  23. 23. Policy Issues • Privacy of individuals • Question of moderation • Volume of response • Personal expression • Voice of the organization
  24. 24. Marketing
  25. 25. Traditional Marketing 1. Press releases 2. Advertisements 3. Personal selling 4. Consumer promotion
  26. 26. Traditional Marketing Press releases – Newspapers • Online and print – Newsletters • Online and print – Email messages – Web site “news” sections
  27. 27. Traditional Marketing Advertisements – Search engines – Google AdWords – MySpace/Facebook – Traditional media
  28. 28. Traditional Marketing Personal selling – Email signatures – Social networking sites • Status updates • Groups – Personal blog/microblog – Presentations
  29. 29. Traditional Marketing Consumer promotion – Contests – Rewards
  30. 30. Traditional Marketing 1. Press releases 2. Advertisements 3. Personal selling 4. Consumer promotion
  31. 31. 2.0 Strategies • Make it easy to find • Make connections with others • Ask for feedback • Tell people about it • Link to it • Talk about it
  32. 32. 2.0 Strategies • Make it easy to find – Keywords, search engine optimization • Make connections with others • Ask for feedback • Tell people about it • Link to it • Talk about it
  33. 33. 2.0 Strategies • Make it easy to find • Make connections with others – Tags, links, participation • Ask for feedback • Tell people about it • Link to it • Talk about it
  34. 34. 2.0 Strategies • Make it easy to find • Make connections with others • Ask for feedback – Peers, experts, users • Tell people about it • Link to it • Talk about it
  35. 35. 2.0 Strategies • Make it easy to find • Make connections with others • Ask for feedback • Tell people about it – Email, advertisements, press releases • Link to it • Talk about it
  36. 36. 2.0 Strategies • Make it easy to find • Make connections with others • Ask for feedback • Tell people about it • Link to it – Web site, email signature, profile, other 2.0 sites • Talk about it
  37. 37. 2.0 Strategies • Make it easy to find • Make connections with others • Ask for feedback • Tell people about it • Link to it • Talk about it – Blog, Twitter, newsletter, web site, conference
  38. 38. Evaluation
  39. 39. Metrics Usability Sociability Effectiveness
  40. 40. Views Metrics Comments Usability Favorites Sociability Friends Effectiveness Links Topics Google Analytics
  41. 41. Metrics Heuristic evaluation Usability Usability testing Sociability Effectiveness
  42. 42. Metrics Usability Heuristic evaluation Sociability User survey Effectiveness Observation Content analysis Data logging
  43. 43. 9 Heuristics from Notess and Plaskoff 1. Support for ideation and the evaluation of brainstormed alternative 2. Structured information and interaction 3. Unifying purpose and focus 4. Dynamic information and structure 5. Individual and group identity construction and maintenance 6. Oversight—an appropriate level of control and moderation 7. A rich set of discussion tools, including support for dialog, negotiation, and collaborative problem-solving 8. Mechanisms for regular stimulation toward increased growth and learning 9. Effective connections to live, offline community activities eLearn Magazine Volume 2002, Issue 12 (December 2002), Page 5
  44. 44. 5 Heuristics for SNS 1. Interactive creativity 2. Selective hierarchy 3. Identity construction 4. Rewards and costs 5. Artistic forms http://www.firstmonday.org/issues/issue12_3/gallant/index.html
  45. 45. Metrics Usability Sociability Effectiveness Health outcomes Increased participation Better communication …
  46. 46. Purpose Support Policies Marketing Evaluation

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