The document provides lessons for organizations on using social media effectively in 2011, noting that large parts of people's lives who are under 30 years old are now online, while those over 30 had to learn how to adapt to this new digital environment. It offers tips on privacy, recognizing that conversations about an organization online are not fully visible, respecting different audiences and their levels of engagement, featuring people in online stories, and managing an organization's reputation in the digital age.

1. SOCIAL MEDIA IN 2011:
WHAT'S NEW AND WHAT
MATTERS?
2011 SaskCulture

2. HAMLET, ACT 1, SCENE 3
Laertes is leaving to study in
France. Polonius, his father,
offers him some advice.

3. With hoops of steel

5. “It is a constant surprise to those of
us over a certain age, let’s say 30,
that large parts of our life can end
up online. But that’s not a behaviour
anyone under 30 has had to unlearn.
They are soaking in the Web.”
Clay Shirky

6. LESSONS
Teach your staff--digital natives and
immigrants alike--about privacy.
A small but increasing part of the online
conversation about you is invisible to
your organization.

7. Neither a
borrower
nor a
lender be

8. Entertain
Advise
Educate
Deliver Value
Inform Incite
Inspire Amuse

11. LESSONS
You are not the only authority.
Respect the cocktail party rule.

12. Do not dull thy palm

16. LESSONS
If you’re an early adopter, feel free to
kick the tires.
Don’t invest until there’s indications of
widespread adoption.

17. And they in France

23. LESSONS
It’s early days for these tools and
technologies, but they’re here to stay.
Explore how you can deepen the
connections between offline and online
activities.

24. Be thou
familiar, but
by no means
vulgar

29. LESSONS
Consider how your website looks on
mobile devices.
Apps are expensive, and most of them
fail to meet expectations.

30. Those friends thou hast

31. Crowd - Knows about theatre company
Community - Has attended a show
Congregation - Has attended multiple shows
Committed - Subscriber, first-time volunteer
Core - Board members, volunteers & donors

32. LESSONS
Rethink your online audiences.
Communicate with the Core differently
than you’d communicate with the Crowd.

33. Entertainment of each

38. LESSONS
Your organization is comprised mostly of
people. Feature them.
Make the audience the heroes of your
stories.

39. Beware of
entrance to
a quarrel

44. To thine own self be true

55. “Google is a reputation
management system.”
Clive Thompson

57. LESSONS
Don’t lie on the Internet.
The Internet never forgets.

58. QUESTIONS?
Darren Barefoot
darren@capulet.com