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Keeping Social Media in Perspective


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Created for a presentation delivered at the Associated Church Press Convention on May 7, 2010.

Published in: Technology, Business
  • And it's a shift in awareness that seems to need extensive exploration and conversation among church folks and those of us who craft communications about church and faith. Know I'm preaching to the choir (you!) when I note that while churches are increasingly being run like businesses in some arenas, taking this finance-based business model and applying it to church communication simply doesn't work well, if at all.
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  • There's the shift - 'your objectives may be valuable but not measurable.'
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Keeping Social Media in Perspective

  1. 1. Keeping Social Media in Perspective Meredith Gould Associated Church Press Convention May 7, 2010
  2. 2. Seductive, Addictive, Essential 2
  3. 3. Essential If . . . Your audience includes Late Boomers, GenY, GenX, Millennials You want to monitor “citizen journalism” You’re interested in surviving the 21st century 3
  4. 4. ForresterSocial Technographics Ladder 4
  5. 5. Social Media are Tools for Managing & Monitoring Identity Information  Report news  Find news Relationships  Community building  Virtual water cooler 5
  6. 6. Making Social Media WorkYou must commit to ongoingengagement . . . or don’t bother. 6
  7. 7. Making Social Media ManageableAssess what needs to be:  Immediate v. Scheduled  Public v. Private  Organizational v. Individual 7
  8. 8. Making Social Media Manageable Twitter YouTube  HootSuite  Playlists  ÜberTwitter  Tweetdeck Facebook  Privacy controls 8
  9. 9. Measuring . . . What?ROI (Return On Investment)ROO (Return on Objective)  Content delivery  Audience engagement  Community building  Identity management 9
  10. 10. Measurement and EvaluationNot all value takes the form of ROI. Your objectives may be valuable but not measurable. 10
  11. 11. Meredith Gould @meredithgould and @chsocm 11