Social media for advocacy and audienceengagementSanjana HattotuwaTED FellowArchitect and Curator, Groundviews
social media landscape
social media landscape today        +                     plus.google.com
youtube alone• 48 hours of video are uploaded every minute, resulting  in nearly 8 years of content uploaded every day• Ov...
time is your enemy
think of design, style & technology1. Title: Simple, short, captivating, SEO friendly (issue, region, country, actor) keyw...
think of social media ecosystem• Think of social media ecosystem and pitch the story accordingly:  1.Reach: Blog, RSS  2.S...
twitter
leverage social networking twitter
twitter in journalism
twitter in two characters              @#
twitter as a storyhttp://groundviews.org/2012/04/18/the-questions-unanswered-by-amb-robert-blake-mapping-us-engagement-in-...
twitter as a storieshttp://groundviews.org/2012/10/01/comprehensive-archive-of-tweets-8-may-to-1-october-2012
#uprlkahttp://groundviews.org/2012/11/02/uprlka-complete-tweet-archive-and-related-visualisation-around-sri-lankas-upr-rev...
#uprlkahttp://groundviews.org/2012/11/02/uprlka-complete-tweet-archive-and-related-visualisation-around-sri-lankas-upr-rev...
interactive photos on twitterhttp://www.thinglink.com
twitter for newsrooms
facebook
leverage social networking via facebook1 billion users
more people spend time on facebook
augment reach via facebook
the math of appeal on facebookAverage friends per account: 245http://www.washingtonpost.com/business/technology/your-faceb...
example of social media reachgroundviews.org/2012/04/23/bigoted-monks-and-militant-mobs-is-this-buddhism-in-sri-lanka-today/
readers across media, under 24 hours• Facebook : 12% of 426*245 = 12,524 (out of a potential reach of 104,370)• Twitter : ...
create a facebook page
read facebook resources for media
complement & connect
google maps, flickr, timelines
youtube, vimeo
example of photography & narrationhttp://www.movingimages.asia
instagram usuallyhttp://http://instagram.com
example of instagram for activismhttp://dronestagram.tumblr.com
example of web based graphic novelhttp://www.thevanni.co.uk/preview
example of art extended to webhttp://www.mediated.asia
Google+ for bearing witnesshttps://plus.google.com/b/117124916481968297941/117124916481968297941/about
engaging timelineshttp://timeline.verite.co/#
example of timeline on llrchttp://groundviews.org/2012/08/03/sri-lankas-llrc-a-timeline-from-inception-to-implementation
bundling social media, adding value through curationhttp://www.bundlr.com & http://www.storify.com
word cloudshttp://groundviews.org/2010/01/15/visualising-mahinda-chintanaya-2010-the-presidents-election-manifesto        ...
use email for greater retentionhttp://mailchimp.com
use photography for attentionhttp://www.movingimages.asia
use blogs to reflect & engagehttp://census2012.wordpress.com
use art to showcasehttp://census2012.wordpress.com
use writing to showcasehttp://srilanka16days.wordpress.com
use videos to showcasehttp://womenandmediablog.wordpress.com/2011/08/22/wmc-short-film-competition-2009-winners
use google moderator to ideatehttp://www.google.com/moderator/#16/e=1ef771
create an app for greater reachhttp://www.theappbuilder.com
take home
take home• Think beyond text. Online is not print.• Think beyond prose. Online can be satire, verse, haiku!• Think of phot...
Thank you sanjanah@gmail.com
Web based social media for civil society advocacy
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Web based social media for civil society advocacy

  1. 1. Social media for advocacy and audienceengagementSanjana HattotuwaTED FellowArchitect and Curator, Groundviews
  2. 2. social media landscape
  3. 3. social media landscape today + plus.google.com
  4. 4. youtube alone• 48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day• Over 3 billion videos are viewed a day• Users upload the equivalent of 240,000 full-length films every week• More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
  5. 5. time is your enemy
  6. 6. think of design, style & technology1. Title: Simple, short, captivating, SEO friendly (issue, region, country, actor) keywords, spend some time2. Post: Use sections, block-quotes, use categories or tags, images and photography (attribute!), link to other sites, embed social media, be focussed, add to conversation3. Other post hooks: Call to action, petition or poll4. Language: Clear, concise, captivating, challenge creatively5. Style: Prose and satire to poetry and haiku6. iOS & Apple: No Flash, publish and design for mobile7. Strategy: Time publication (and republication on social media, e.g. for SL and US audiences), reference older posts and output
  7. 7. think of social media ecosystem• Think of social media ecosystem and pitch the story accordingly: 1.Reach: Blog, RSS 2.Social media: Twitter, Facebook, Google+, MailChimp 3.Added value: Google Maps, TimeToast, Bundlr or Storify, Wordle, ThinkLink 4.Tie ins: Picasa, Flickr, YouTube, Vimeo
  8. 8. twitter
  9. 9. leverage social networking twitter
  10. 10. twitter in journalism
  11. 11. twitter in two characters @#
  12. 12. twitter as a storyhttp://groundviews.org/2012/04/18/the-questions-unanswered-by-amb-robert-blake-mapping-us-engagement-in-and-concerns-over-sri-lanka
  13. 13. twitter as a storieshttp://groundviews.org/2012/10/01/comprehensive-archive-of-tweets-8-may-to-1-october-2012
  14. 14. #uprlkahttp://groundviews.org/2012/11/02/uprlka-complete-tweet-archive-and-related-visualisation-around-sri-lankas-upr-review/
  15. 15. #uprlkahttp://groundviews.org/2012/11/02/uprlka-complete-tweet-archive-and-related-visualisation-around-sri-lankas-upr-review/
  16. 16. interactive photos on twitterhttp://www.thinglink.com
  17. 17. twitter for newsrooms
  18. 18. facebook
  19. 19. leverage social networking via facebook1 billion users
  20. 20. more people spend time on facebook
  21. 21. augment reach via facebook
  22. 22. the math of appeal on facebookAverage friends per account: 245http://www.washingtonpost.com/business/technology/your-facebook-friends-have-more-friends-than-you/2012/02/03/gIQAuNUlmQ_story.htmlAverage reach per post: 12%http://techcrunch.com/2012/02/29/facebook-post-reach-16-friends/
  23. 23. example of social media reachgroundviews.org/2012/04/23/bigoted-monks-and-militant-mobs-is-this-buddhism-in-sri-lanka-today/
  24. 24. readers across media, under 24 hours• Facebook : 12% of 426*245 = 12,524 (out of a potential reach of 104,370)• Twitter : 44*126 = 5,544• Blog post : 3,991• Conservative minimum reach of blog post: 22,059 (excluding email, RSS)
  25. 25. create a facebook page
  26. 26. read facebook resources for media
  27. 27. complement & connect
  28. 28. google maps, flickr, timelines
  29. 29. youtube, vimeo
  30. 30. example of photography & narrationhttp://www.movingimages.asia
  31. 31. instagram usuallyhttp://http://instagram.com
  32. 32. example of instagram for activismhttp://dronestagram.tumblr.com
  33. 33. example of web based graphic novelhttp://www.thevanni.co.uk/preview
  34. 34. example of art extended to webhttp://www.mediated.asia
  35. 35. Google+ for bearing witnesshttps://plus.google.com/b/117124916481968297941/117124916481968297941/about
  36. 36. engaging timelineshttp://timeline.verite.co/#
  37. 37. example of timeline on llrchttp://groundviews.org/2012/08/03/sri-lankas-llrc-a-timeline-from-inception-to-implementation
  38. 38. bundling social media, adding value through curationhttp://www.bundlr.com & http://www.storify.com
  39. 39. word cloudshttp://groundviews.org/2010/01/15/visualising-mahinda-chintanaya-2010-the-presidents-election-manifesto Mahinda Rajapaksa Sarath Fonseka
  40. 40. use email for greater retentionhttp://mailchimp.com
  41. 41. use photography for attentionhttp://www.movingimages.asia
  42. 42. use blogs to reflect & engagehttp://census2012.wordpress.com
  43. 43. use art to showcasehttp://census2012.wordpress.com
  44. 44. use writing to showcasehttp://srilanka16days.wordpress.com
  45. 45. use videos to showcasehttp://womenandmediablog.wordpress.com/2011/08/22/wmc-short-film-competition-2009-winners
  46. 46. use google moderator to ideatehttp://www.google.com/moderator/#16/e=1ef771
  47. 47. create an app for greater reachhttp://www.theappbuilder.com
  48. 48. take home
  49. 49. take home• Think beyond text. Online is not print.• Think beyond prose. Online can be satire, verse, haiku!• Think of photos, audio, video. Rich media tells stories, adds context.• Think of crowd-sourcing & open journalism - the audience are the producers.• Don’t suggest you know everything. Use the community to add value to story.• Link to other stories online, they add value.• Use new platforms to connect, deliver, archive, present.
  50. 50. Thank you sanjanah@gmail.com

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