AMA Social Media Presentation


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Yvette Blair from AMA

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AMA Social Media Presentation

  1. 1. 2009 Copyrighted material 1
  2. 2. What is Social Media? A place to share ideas, thoughts/opinions, photos, introduce new products, company news, breaking news, information about special events, etc., in a web-based connected community Social Media: Mission Possible 2 2
  3. 3. What Types of Social Media Are Out There? The canvas for Social Media keeps growing. The most popular ones are: •Facebook •Twitter •Yammer •You Tube •Blogs •Linked In Social Media: Mission Possible 3 Projections are already being made for what Web 3.0 looks like. Because the canvas keeps changing, it is important that you familiarize yourself with at least the basic functions of each type of social media. 3
  4. 4. Elements of Social Media •Social Media should ALWAYS support and reinforce the Mission of Your Organization • Your Organization MUST have a clear reason why you are using Social Media (what is your goal and what do you hope to gain) •Who are you connecting to your Social Media community and how do you find them? Social Media: Mission Possible 4 The decision to do social media really should begin with the mission of your organization. You must ask yourself the important questions: Are we ready for this? Is our audience ready for this? And when the answer is yes and you have a clear reason of why you want to use social media, you are ready to begin the next steps of moving forward. 4
  5. 5. How American Heart Association is using Social Media: A social utility that helps people communicate more efficiently with their friends, family and co-workers. A tool for making companies and organizations more productive through the exchange of short frequent answers to one simple question: 'What are you working on?’ Social Media: Mission Possible 5 In considering where to begin, do you want to start internally or externally? With Facebook, do you want to build a cause page or a fan page? Who will update it and how often will it be updated? Remember also that Facebook happens in real time. You can and should make updates daily. Keep in mind that you can make updated via your cell phone (Blackberry, iPhone, etc.). You can upload pictures from your event as it happens and give snippets of what’s happening on the scene. You can also add video or link video to the page. Yammer is an internal tool and is akin to Twitter in that it asks “What are You Doing or What are You Working On? It is a “right now” medium and the level of engagement is immediate. Communication happens as soon as you enter your question or answer and hit submit. A response is less than five minutes away. 5
  6. 6. How American Heart Association is using Social Media: Say it quick, succinctly and in 140 characters or less; you can lead and follow others on any given topic; done in real time Social Media: Mission Possible 6 Don’t think of social media as an alternative to what you are already doing; rather look at it as a complement to what you are doing. Consider the audience in its totality – your colleagues, sponsors, donors, volunteers AND your media partners. Think about the benefit to all involved and how it helps to further carry the message of your organization’s mission. 6
  7. 7. How American Heart Association is using Social Media: Go Red For Women Campaign Social Media: Mission Possible 7 Visit to see more 7
  8. 8. •Launched Feb. 2008 •400 Stories in the First Month •Women told their personal stories of heart disease, lifestyle changes, choosing to live healthy, etc. Social Media: Mission Possible 8 8
  9. 9. Red About You Blog •Connects “real survivors” to the community •Shares health stats, recipes, and life- saving information •Registers women for the GRFW Campaign Social Media: Mission Possible 9 About this site: Real survivors write and submit their stories. We have a “filter” or “gatekeeper” policy in place. The stories are submitted to our On-line Communications Director. She reads through them before posting to ensure that there is noting that conflicts or interferes with the mission or message of American Heart Association. I recommend that you build a “filter” process so that someone within the organization bears the responsibility of “fact checking” before anything gets posted. 9
  10. 10. Grammy-Award winning Gospel Artist Kirk Franklin is featured on our Power To End Stroke blog; links directly to his website 10 This is a blogsite that was developed for the South Central Affiliate. View it at This site targets the African American community and allows for volunteers, Power to End Stroke ambassadors, etc. to connect. The site includes video uploads from events as well as music videos of Kirk Franklin. We also built a component into this site, where people could download information packets in order to participate in our Gospel Choir auditions. This site ended up being viewed by persons from around the country – not just our targeted audience of Arkansas, Texas, Oklahoma and New Mexico. 10
  11. 11. How American Heart Association is using Social Media: Social Media: Mission Possible 11 11
  12. 12. •Reinforces the Mission of AHA (build healthier lives free of cardiovascular diseases) •Provides life- saving information Social Media: Mission Possible 12 Utilizing Facebook to help “save lives” ties us back to the mission of the organization. By having CPR training video on the site, we are able to reach people right where they are and share life-saving information. “Minnie Anne” is the face of the page and we link this to other documents and websites. Remember to include your sponsors and donors and give them an opportunity to receive exposure on your social media sites. Of course, make sure that you get their permission before uploading any information that might be considered “internal use” only. Encourage them to allow you to upload video and pictures from their events, to your Facebook page. 12
  13. 13. •Reinforces the Mission of AHA (build healthier lives free of cardiovascular diseases) •Fundraising Tool Social Media: Mission Possible 13 Facebook is a great fundraising tool. You already have a database of friends at your fingertips. If you add the “goal” widget to your site, you are making a “soft donation ask” to people who know and trust you. Because Facebook is viral and your friends’ friends can view your page, you have just widened your community to even more people that you can engage. These are people who might not want to donate to an unknown site, but would be more willing to make a donation because they trust the Facebook page and they can donate without pressure – just by you having the widget on your page. 13
  14. 14. *1, 607 people are fans of this page Social Media: Mission Possible 14 Think of how many “users” or “neighbors” in your community this is; think of the potential to fundraise; it is a viral tool where people keep adding friends or you can add yourself through a search (like looking through the classifieds for an estate sale, you have a particular something that you want to find, and it leads you to this page 14
  15. 15. How American Heart Association is using Social Media: YAMMER (Internal Social Media) •What Are You Working On? •Connects Colleagues within the Organization •Allows You to Be a Resource to Your Co-Workers Social Media: Mission Possible 15 This is a great place to start for “internal” social media networking; it is “work approved” web use. It’s akin to “work Twitter” because of the concept of asking “What are you working on?” It is a great way to learn more about the people in your organization especially if you have multiple offices state-wide or nation-wide. 15
  16. 16. Social Media: Mission Possible 16 If your organization has offices throughout the state or beyond, Yammer is a great way to connect to other colleagues that you might not ever have the chance to meet otherwise; saves on training (in some areas) because someone within the organization can walk you through ‘step-by-step’ on how to do something; and it creates a real sense of purpose and allows your skills to be elevated especially when you can share a “how-to” with your colleagues; a big plus is that it gets the attention of management and they see additional skills that you have that may not necessarily be related to your job function 16
  17. 17. •Anyone in the organization can use it (from top-level management to admin associates Social Media: Mission Possible 17 This is a great way to engage your employees if you are the CEO or other top-level management. You can learn more about what they are doing and even offer suggestions. It is private. It can only be viewed by employees who have the same email extension as you. (i.e. 17
  18. 18. •Sparks conversation •Helps you find answers to work-related questions •Creates connections Social Media: Mission Possible 18 Can virtually meet another employee in a matter of minutes; can learn more about the organization; can share ideas that lead to executed steps 18
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  20. 20. To Tweet or Not to Tweet…that is the question 20 Be careful what you “tweet for” because once it’s out there, it’s out there – the good, the bad and the ugly (i.e. World Stroke Day – we all changed our avatars with a compelling picture that said “dial 9-1-1”; it made people stop and read the warning signs of a stroke; the bad is if you incorrectly post a statistic and it gets picked up by media; the ugly is when a prominent person is heard saying something newsworthy and it is quickly tweeted for all to read 20
  21. 21. *2, 536 followers 21 Tweet on “icon days” or when you have press conferences or other major events; tweets often get picked up by media who are following you 21
  22. 22.; courtesy of Huddle Productions Social Media: Mission Possible 22 Go to: to play the 45-second video; courtesy of Huddle Productions 22
  23. 23. Ask the Tough Questions about Social Media: 1. What’s my starting place? (talk to IT dept; decide which is best for your organization; internal vs. external; have guidelines/user policies) 2. Who will manage and make updates? 3. What will be shared on the site? (remember it should reinforce your mission) 4. Is the information relevant? (is it useful; what is it doing for the community) 5. How do I measure the outcomes? 23 When talking to IT, find out if you have firewall protection or “page restrictions” that might not allow you to access some pages. Also find out if you have the latest Adobe software like Flash or the ability to upload and view videos. Make sure that you and your team sit down and talk through what is acceptable “social media” usage and how much time should be spent on this at work. Consider also who is allowed to do social media at work and how it will be used. Once you launch a social media site, updates should be made at least every other day. If people come to your site and don’t see fresh information after a couple of days, you might lose them as a visitor to your neighborhood. When it comes to measuring outcomes, may sites have the following information on their administrator page: number of users, how many times viewed, geographical reach (i.e. 20 people from Denton, 1 person from San Francisco, 2 people from Australia viewed your page); also you can see how many “fans” are connected to your community and you can create groups within the community based on who you are targeting for specific events. 23
  24. 24. For More Information about Social Media: (Beth Kanter) 24 24
  25. 25. * 214. 712. 1321 * 2009 copyright Permission for use by Abilene Public Relations Organization granted 25 25