Social Media for Watershed Educators


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This general slideset is intended for science based educators who work with the public. It is about how to understand the role social media (and social networks) play in public information dissemination, especially relating to natural resources. It is not about watersheds, or specific tools, rather about building strategies and understanding current web uses.

Slides include notes.

Published in: Education

Social Media for Watershed Educators

  1. 1. {Why} DoesSocial MediaHave to ChangeEverything?Amy E. HaysEmerging Technologies Program Specialist 1Texas A&M AgriLife ExtensionInstitute of Renewable Natural Resources/Water Resources Institute
  2. 2. Evolution 2
  3. 3. Email MySpace Internet Satellite TV 11 12 Radio 10Telephone Human History Telegraph 9 Information Transfer Clock 8 4 Writing Printing Press 6 3 Concept via Michael Wesch
  4. 4. Struggle• How do I keep up?• How do I keep my work/business up? 4
  5. 5. 5
  6. 6. Why does social mediahave an impactinformation discovery? 6
  7. 7. Web 1.0 - static Web 2.0 – user generated Web 3.0 - simulate Web 4.0 - ? 7
  8. 8. 8
  10. 10. Go [there] tofind everythingabout [THIS] 11
  11. 11. Come [HERE ]information needsto find me 12
  12. 12. Evidence• More email subscribers?• More people at meetings?• Budgets increasing for publications?• Magazine adds/articles cheaper? 13
  13. 13. Top Search Engines•Google - 4,717,000,000/day•YouTube - 26,666,666/day•Facebook- 1,000,000,000/day 14
  14. 14. MAJOR SHIFT - 2011Search Engine Optimization 15
  15. 15. How Information Will FindPeople in the Future• How many people access that information (statistics on page views, site visits, ect…)• Was this site socially shared???• Was the page recommended, or rated by a user?• How timely is the information?• Did any of my friends visit this site? 17
  16. 16. Organizational ChallengeAreTV, email, newsletters, radio,magazines searchable? 18
  17. 17. “That’sMarketingsJob” 19
  18. 18. Why I’m online • Want to make connections to friends and family • Want to find new friends • Share experiences and get feedback • Keep up with news and information
  19. 19. Why WE are online• Want to be an influencer• Seek support and opinion• Share experiences and get feedback• Keep up with news and information
  20. 20. Biggest challenges facing Watershed [coordinators/educators]• Nobody really understands what a watershed is?• How do you keep a watershed healthy?• Difficult to bring parties with a stake in watersheds together• Future sustainability of watersheds is critical to almost all facets of business, human health, and natural resource sustainability 23
  21. 21. dā-ta -factual information (asmeasurements or statistics) used as abasis for reasoning, discussion, orcalculationin·for·ma·tion - t hecommunication or reception of knowledge orintelligence 24
  22. 22. Biggest challenges facing Watershed Entities/Organizations• Tightly controlled information• Few information outlets• Management does not grant “permission” for free sharing of information by non-management• Reliance on existing relationships• Discounting outreach to non-traditional clients 25
  24. 24. Tip #1 – You don’thave to be involved ina social network toreap the benefits ofsocial media 27
  25. 25. Website Check-up• Is your website social media ready? 28
  26. 26. Website Best Practices• Do you have pictures with your articles? • When people share your news, information, articles social networks like Facebook, Pinterest, Google+ pull the text AND attempt to pull a picture. • Humans are 82% dominantly visual• Do you practice good web writing skills? • Writing for the web is NOT like writing for print. • Learn characteristics of good web writing• PDF’s are NOT searchable through search engines, make sure to have GOOD summary paragraphs that go with PDF listings. 29
  27. 27. Tip #2 – Think Mobile 30
  28. 28. 31
  29. 29. Mobile Now – Mobile First?• There are now more than 1 billion smartphones in use worldwide: 1.038 billion in total.• It took us 16 years to pass 1 billion but its estimated to take only three years for the next billion smartphone users to come on board.• 3.2 billion people, or 46% of the worlds total population of 7 billion, have at least one active mobile (cellular, not just smarpthone) device.• The global "addressable" population is 4.7 billion.• Of the remaining 2.3 billion, 1.5 billion live in pockets with poor or no network coverage, though this should fall to 1.1 billion by 2017. The other 800m include some elderly, disabled and cash-strapped unemployed, as well as the very young or incarcerated. (source)Source: Luke Wroblewski - 32
  30. 30. Tip #3 – Pick astrategy first, not atool 33
  31. 31. 34
  32. 32. Be Specific in Goals• Do you want more people to sign up for meetings, events, newsletters?• Want more people at events?• Want to drive people to your website?• Have more fans/followers?• Enhance your website with feeds? 35
  33. 33. Sean Carton ClickZ – A Social Media Strategy Checklist1. What are we trying to accomplish?2. Why social media?3. What kind of social media will help us best achieve our goals?4. Are we prepared to let go of control of our brand, at least a little?5. What will we do to encourage participation?6. Who will maintain our social media presence?7. Do we have the resources to keep this up, or will this be a short campaign?8. How does engaging users via social media integrate into our overall marketing/communications strategy?9. How do we measure success? What constitutes failure?10. What will we do less of if were spending resources on social media? (Dec. 21, 2009)
  34. 34. Tip #4 – DUNBAR 37
  35. 35. How Do You Make the Top 150?• A relationship means two way conversation • Ask questions • Provide leads to new resources • Highlight friends/partners information• Provide context to links, comments • Don’t just show a link, give dialog as to WHY your clients would be interested • Show a little personality• Engage, engage, engage – all relationships must be cultivated 38
  36. 36. Tip #5 – Listen/Followother good examplesFIRST. 39
  37. 37. Two Excellent Examples:• Texas Land Conservancy• Trinity Waters – 40
  38. 38. 41
  39. 39. Trinity Waters –Facebook, Twitter,• Post information about conservation, watershed management, wildlife, conservation, ect… • Publications • News releases • Popular articles • Partners• Consistent• Post photo’s they take• Advertise events (theirs and others)• Ask questions, quizzes 42
  40. 40. 43
  41. 41. Texas Land Conservancy–Facebook, Twitter, Pinterest• Highlight properties • Beautiful photos • News releases • Popular articles • Partners• Conversational• High advocacy• Advertise events (theirs and others)• Utilize Pinterest for educational outreach, advocacy 44
  42. 42. Tip #6 – Let othershelp 45
  43. 43. Avoid “one man” mentality• Teach employee’s how to use social tools to “spread” the news • Hold trainings on how your employee’s can be part of the process • Don’t fall into a “marketing only” mentality• Set reasonable guidelines on your expectations of social channels and employee’s interactions • Set tone and examples• Encourage volunteers/advocates to help you in your social media endeavor • Don’t make it a “secret” project 46
  44. 44. Tip #7 – Set measuresof evaluation. If it’snot working, kill it. 47
  46. 46. Amy E. HaysEmerging Technologies Program SpecialistTexas A&M AgriLife ExtensionInstitute of Renewable Natural Resources/Water Resources Institute Find me on: 49