Hello and welcome to the American Cancer Society Great Lakes Division’s video training on Social Media & Networking Guidelines. My Name is Angela Dockett and I am with the communications department. Let’s get started!
The purpose of this training is to educate staff about the business use of social media. After viewing this training, staff will be able to appropriately use social media to further our mission in the fight against cancer. A team of staff here at the American Cancer Society Great Lakes Division has put together the following training to help answer questions about the business use of social media. Staff members who utilize personal social networking websites must use good judgment and adhere to the Great Lakes Divisions Social Media policy, which can be found in the Employee Guidebook on The Link. Lets get started!
CLICK So, what is social media? CLICK Social media is people having a conversation online. It can be broken down into five basic categories, based on function: CLICK Communication: sites like Twitter, Facebook, and blogs. CLICK Entertainment: sites like Second Life, and The Sims Online CLICK Collaboration: sites like Digg and Yelp, as well as Wikis. CLICK Multimedia: sites like Flickr, and YouTube CLICK Reviews & Opinions: sites like epinions, and Yahoo! Answers All of these different kinds of websites allow us to communicate to constituents and the public in a new and dynamic way. Let me share some numbers with you to show you how large the social media landscape really is.
Click 13 hours Click The amount of video uploaded to YouTube every minute.
Click 412.3 years Click The length of time it would take to view every YouTube video.
Click 3 billion 600 million Click The number of photos archived on Flickr as of June 2009.
Click One thousand three hundred eighty two percent. Click The monthly growth rate of Twitter users from January to February 2009. Click
Click 5 billion Click The number of minutes spent on Facebook each day.
Click So, why is ACS using social media? click Because 3 out of 4 Americans use social technology! Click click Social media allows ACS to continue what we have been doing for almost 100 years – building and interacting with a community of constituents united against cancer. It has allowed us to take the fight against cancer from the streets to the web. Now, let’s talk about social networking.
Here to teach us about social networking, is a company called Common Craft. CLICK video to play. Now that we understand what social networking on the web is and how it helps us get things done, let’s take a look at some social networking websites used by ACS.
Facebook is a social networking site. Facebook allows you to build a network of friends and organizations online. You can then send messages to your friends or post information to your profile for them to view. Here are a couple of pages on Facebook that NHO has created. (CLICK) An ACS page, (CLICK) and a ACS CAN page. People can become “fans” of the pages, and receive updates. They can also post questions, share stories and connect with other people that care about our mission. Facebook has also developed something called an “application”, which allows people to post something on their own page that directs their friends to the fan pages. Let’s take a look at how NHO and the GLD are using Facebook applications.
This is the more birthdays website. (CLICK) Notice the Facebook button on the side. Just a few quick clicks, (CLICK) allows me to declare ACS the official sponsor of my birthday. This posted to my Facebook profile for all of my friends to see. Notice the post on my profile: (CLICK) “ Angela Dockett declared the American Cancer Society the official sponsor of my birthday.” There is also clear call to action: “Will you join the movement for more birthdays too?” and a link so that my friends can easily “Declare ACS the official sponsor of their birthday.” When you are clicking to post this to your profile, there is also an option to feature the cause on your Facebook profile. This is the application. (CLICK) Notice the “More Birthdays” section on my page. The application will stay on your profile until you remove it, while the posts get buried as time goes on.
Relay For Life also has a Facebook application. After a constituent registers on an event website, they have an opportunity to fundraise with Facebook. They can add the application (CLICK) to their Facebook page where then others can support them with a donation, join their team, and check out their progress. Facebook users also get notifications (CLICK) coaching them on helpful steps to fundraising.
This is an example of the Facebook Application for Strides online. This application works identically to the Relay For Life Facebook application. Strides events also have a Facebook Fan Page (CLICK) for each event in the Great Lakes Division. Anyone on Facebook can “become a fan” of the page and they will be able to see information about the event, share stories, and receive updates.
Currently, we have 3 Young Professionals campaigns in Great Lakes. Each campaign has a fundraising Web site, as well as presence on Facebook. Here is an example of one of the pages.
How can staff use Facebook to support our mission? There are two possible ways to access Facebook and use the tool to support our mission: Personal Profile or a business account. If you do not have a personal account, you may create a business account after creating a Fan Page in support of your event. Fan Pages are recommended over creating Groups or Events because they have the most functionality, and also allow people who don’t have a Facebook account to view them. For example, you can create a Fan Page for your Relay For Life event as a way to communicate and engage volunteers; then you will need to set up a business account to be able to view the pages that you have created. If you have a volunteer creating a Fan Page for your event, please insist that the volunteer add you as an administrator of that page so that you can manager the content on that page if, in the future, there is a change in volunteer leadership roles.
Business accounts are designed for individuals who only want to use the site to administer Fan Pages. For this reason, business accounts do not have the same functionality as personal accounts. For more information on creating Fan Pages and Business Accounts, see the Great Lakes Division’s How To Create a Facebook Fan Page and Business Account document in the Communications Folder, located in the GLD Document Directory, on The Link. If you already have a personal account, you may use that to administer any Fan Pages that you or your volunteers may have set up to promote your event or activity. In this case, privacy settings on your personal profile become very important. The recommended privacy settings are located in the Social Media & Networking Guidelines, located in the Communications folder, in the GLD Document Directory, on The Link.
MySpace is similar to Facebook in many ways, but it allows much greater personalization of user profiles. LinkedIn is a business-oriented networking site that allows users to share career related information while connecting them to colleagues and professionals in similar fields, groups, and organizations. Users can request referrals from others, discuss their skill sets, and answer questions from others on LinkedIn. It is important to note, that it is not acceptable for any current ACS staff member to provide employment references for individuals previously employed by The Society on Linkedin, a common request on the social networking site.
Now, let’s talk about Blogging and Micro-Blogging. Blogs are a web page that serves as a publicly accessible journal or diary. Many businesses and organizations use blogs to communicate with customers and promote their products and services. This is an example of an ACS blog, written by our Chief Medical Officer, Dr. Len Lichtenfeld, and hosted on cancer.org. (CLICK) Cancer.org also hosts a number of discussion boards, through the Cancer Survivors Network, which allow people to post questions and get answers as well as interact with other cancer survivors and caregivers.
NHO also has The Official Birthday Blog seen here. This is a place where users can learn about birthday parties happening around the country, discover tips for creating celebrations, share their birthday stories, and learn how they can help create a world with less cancer and more birthdays.
Micro-blogging allows users to post brief text, video, or photo updates to a personalized website that can be viewed publicly, or restricted to a specific group of people. Twitter is an example of a micro-blog. So what is Twitter? Here again is a video from Common Craft that explains what Twitter is and why people might want to use it.
As we saw in the video, Twitter is a micro-blogging service that enables users to post short messages, called Tweets. Tweets are displayed on the user's profile page and delivered to other users who have subscribed to their profile called Followers . Tweets can be restricted to specific group of users or they can be made available to the general public on the users’ profile. Currently, NHO has Twitter accounts for ACS, (CLICK) ACS CAN, (CLICK) Relay For Life, (CLICK) and ACS News. If you feel there is a business need that could best be met by using one of these tools, please e-mail the Online Communications helpdesk. That e-mail address will be shared at the end of this training.
Multimedia refers to websites that allow photo sharing and video sharing. Let’s talk a bit about how ACS is using YouTube. Did you know YouTube allows people and organizations to create their own customized channels where they can share their videos with a common theme? The Great Lakes Division has a YouTube channel for division specific videos. ACS, ACS CAN and Relay For Life also have their own YouTube channel to share videos. Let’s look at an example of how videos can be part of social media.
In this example, a commercial was created by a local TV station about a fundraiser, Izzo Goes to Broadway. The video was then posted to our GLD channel along with key messages, and a link to the fundraising website. Any of the “subscribers” to our channel will receive an e-mail alert that a new video has been posted and a link will be provided in that e-mail to take them to the GLD YouTube page.
After viewing the video, if someone decides they want to share it with their friends, YouTube makes it easy. Just click one of the buttons, type in a message and it will be shared. So make some time to go to the GLD YouTube channel and watch our videos at www.youtube.com/GreatLakesACS. Then share them with your network of friends and family. Also keep this channel in mind as you are working on events and with volunteers to create videos. We would love to have them on our division channel! E-mail your video to the Online Communications Helpdesk.
Flickr is an image and video hosting website. Anyone can create a free account and upload and store photos on the site. Currently the only account that ACS has is a Relay For Life account, where you can view and share photos of Relay For Life. The GLD does not maintain a division Flickr account separate from NHO at this time.
Social Networking can be an effective way to further our mission in the fight against cancer. But, remember to stay on T.O.P of social networking! T: Time: consider if your time online is contributing to the value of your position at ACS. O: Ownership: if you are participating in conversations related to ACS, always identify yourself including your full name and position with ACS. P: Professionalism: refrain from using inappropriate comments that may put ACS at risk. Be respectful to ACS, co-workers and partner organizations. Remember, people not only read what you write on the web, they share it with their Facebook Friends, they Tweet it to their followers on Twitter and it could possibly be seen over and over again, even if you go back later and delete your comment. Think about the old builder’s adage “Measure twice, cut once.” and apply it to Social Media “Think twice, type once.”
For more information, please review the Social Media & Networking Policy in the Employee Guidebook, located in the Human Resources sub-community on The Link. It is important to note that s taff members who utilize personal social networking websites must use good judgment and adhere to the GLD policy, as the ACS could be harmed by inappropriate or inaccurate postings or comments . Please review the Social Media & Networking Guidelines in the Communications folder of the Great Lakes Documents Directory on The Link for more information on how to set up your privacy settings on Facebook if you are using your personal account to connect with volunteers.
We hope the information shared here was helpful to understand how social media is changing the way we communicate, and how ACS is using social media to communicate and connect with our constituents. Thank you for your time today. Please direct any questions or requests that you may have to the Online Communications Helpdesk at: GLDonlinecommhelp@cancer.org.
Social Media Training
Social Media & Networking Guidelines Sponsored by: Communications Department Instructor: Angela Dockett
Purpose: The purpose of this training is to educate staff about the business use of social media. Objective: Staff will learn be able to appropriately use social media to further our mission.
What is social media? Social media is people having a conversation online. It has five basic categories, based on function: Communication Entertainment Collaboration Reviews & Opinions Multimedia
13 hours The amount of video uploaded to YouTube every minute.
412.3 years The length of time it would take to view EVERY YouTube video.
3,600,000,000 The number of photos archived on Flickr as of June 2009.
1382% The monthly growth rate of Twitter users from January to February 2009. Tweet!
5,000,000,000 <ul><li>The number of minutes spent on Facebook each day. </li></ul>
<ul><li>Because 3 out of 4 Americans use social technology! * </li></ul>So, why is ACS using social media? *Forrester, The Growth Of Social Technology Adoption, 2008
MySpace and Linkedin <ul><li>MySpace: allows much greater personalization of user profiles with blogs, photos, music and videos </li></ul>Linkedin: business-oriented networking site for people to connect Note: Current staff members can not provide employment references for individuals previously employed by the Society on Linkedin.
Example: video posting <ul><li>New video about upcoming fundraiser posted. </li></ul><ul><li>Subscribers of the channel will receive e-mail that new video has been posted and will be directed to the GLD YouTube channel to watch the video. </li></ul>
Example: video posting YouTube makes it easy to share the videos: -Facebook -Twitter -E-mail -IM -Other channels -Groups -More Visit: www.youtube.com/greatlakesACS
Remember, to stay on T.O.P of social media! T ime: consider if your time online is contributing to the value of your position at ACS. P rofessionalism: refrain from using inappropriate comments that may put ACS at risk. Be respectful to ACS, co-workers and partner organizations. O wnership: if you are participating in conversations related to ACS, always identify yourself including your full name and position with ACS.
ACS GLD Social Media Documents <ul><li>GLD Social Media & Networking Policy : Staff members who utilize personal social networking websites must use good judgment and adhere to the GLD policy, located in the Employee Guidebook on The Human Resources Sub-Community on The Link, as the ACS could be harmed by inappropriate or inaccurate postings or comments. </li></ul><ul><li>GLD Social Media & Networking Guidelines : For more information on social media, and to keep up to date on changes, please read the Social Media & Networking Guidelines, located in the Great Lakes Documents Directory, Communications folder, on The Link. You can also find information on how to set up privacy settings if you are using your personal Facebook account to connect with volunteers. </li></ul><ul><li>Additional Resources: </li></ul><ul><li>How to Create a Facebook Fan Page and Business Account: located in the Great Lakes Documents Directory, Communications folder, on The Link. </li></ul>
<ul><li>Thank you for your time. </li></ul><ul><li>Please direct any questions or requests that you may have to the Online Communications Helpdesk at: </li></ul><ul><li>GLDonlinecommhelp@cancer.org. </li></ul>