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Social media making it work for your organization oct 2011


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These slides provide an overview of social media including statistics on its usage in Canada. Suggested articles, sites and tools are also mentioned

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Social media making it work for your organization oct 2011

  1. 1. Social Media: How can it work for clinics? Fiona MacCool, CLEONet Project Manager October, 2011
  2. 2. Presentation Outline <ul><li>Social Media Overview </li></ul><ul><li>CLEO’s use of Social Media – CLEONet examples </li></ul><ul><li>Other Social Media Examples from the sector </li></ul><ul><li>Discussion Questions </li></ul><ul><li>For More Information: Suggested articles, sites and tools mentioned </li></ul>
  3. 3. Social Media: What is it? Social Media is people using tools (like blogs & video) and sites (like Facebook & Twitter) to share content and have conversations online. Source: Primal Media
  4. 4. Where is all this social networking happening?
  5. 5. Why work with Social Media? <ul><li>Because the statistics on its usage are staggering and growing </li></ul><ul><li>Because it is free and easy to do (even for non-techies) </li></ul><ul><li>Because instead of expecting your audience to continually visit your web site, it delivers your content to them </li></ul><ul><li>Because it is designed to be transparent and user-centered and it encourages dialogue and action </li></ul><ul><li>Because it allows information to move so quickly </li></ul><ul><li>Because it gives us other places to be heard but also new places to listen </li></ul>
  6. 6. Digital Divide in Canada: A Closing Gap Source: <ul><li>In 2010, 8 out of 10 Canadian households (79%) had access to the Internet. Over one-half of connected households used more than one type of device to go online. </li></ul><ul><li>About 81% of households located in census metropolitan areas and 76% of households located in census agglomerations had home Internet access, compared with 71% of households outside of these areas. </li></ul><ul><li>Rates of access were highest in British Columbia (84%) and Alberta (83%), followed by Ontario, where the rate was 81%. </li></ul><ul><li>The vast majority (97%) of households in the top income quartile, those with incomes of $87,000 or more, had home Internet access. This compares with a rate of 54% of households in the lowest quartile, those with incomes of $30,000 or less. (Up from 90% and 48% in 2007). </li></ul>
  7. 7. Social Media in Canada: Who is using it? Sources: How Newcomers Look for the Services and Information They Need – Presentation by Nadia Caidi, Associate Professor, University of Toronto - <ul><li>As of October 19, 2011 16,396,780 Canadians have a profile on Facebook. </li></ul><ul><li>After Hong Kong, Canada has the highest concentration of Facebook as a percentage of population. </li></ul><ul><li>Top Twitterers: US, Canada, Norway, Australia, UK, New Zealand. New York has the most Twitters users, followed by Los Angeles, Toronto, San Francisco and Boston. </li></ul><ul><li>Sixty Percent (60%) of Online Canadians, or One-Half (50%) of all Canadians Now Have a Social Networking Profile </li></ul><ul><li>Newcomers to Canada across all income levels spend more time online than those born in Canada and are more likely to engage in content producing, social networking activities online. </li></ul>
  8. 11. Best Practices and Tips <ul><li>Listen before you broadcast - Join and participate in existing social networks as part of your work (Twitter, Facebook, LinkedIn) –Are there “sources” for information you trust or rely on already? Look for their “social media” presence and follow it. You could always start with CLEONet! </li></ul><ul><li>Create a content stream - As an organization, figure out what content you have to regularly contribute and find a way to get it online easily (Start a free blog, set up your web site so you can publish to it more easily, or just use Twitter/Facebook) </li></ul>
  9. 12. Best Practices and Tips (cont’d) <ul><li>Cross-promote and collaborate - Promote your message/information on social networking sites so that users can pass it on to their networks. If possible, allow users to share their content through your network(s). </li></ul><ul><li>Integrate the channels - Create campaigns and integrate your messages across traditional outreach and social media. Your web site should mention these tools/sites and so should your print materials. </li></ul><ul><li>Develop policies for monitoring user interactions – All disclaimers aside, plan for how you will handle legal advice requests, moderate comments, monitor discussion </li></ul>
  10. 13. CLEONet’s Approach: Integrating the Content <ul><li>When we have a new piece of content (news, event or resource) – we add it to CLEONet and then post it to Facebook. We have set it up so that the Facebook CLEONet Page automatically updates the CLEONet Twitter Feed and our page on LinkedIn – 3 Social Networks from 1 posting - Less work for us! </li></ul><ul><li>Similarly, when we find a great news article, event or resource through Facebook or Twitter we post it to CLEONet and send it out automatically via our RSS to E-mail bulletin. MailChimp is an amazing tool with a great plan that is free. You could use Twitter to automatically create email alerts – no website needed. </li></ul><ul><li>By setting up our site to produce RSS feeds, we allow people to add our new content to their Google Home page, their web site, or get an e-mail of the latest CLEONet postings </li></ul><ul><li>We integrate an “AddThis” toolbar to make it easy for CLEONet visitors to add our content to their pages. Within our email bulletins we make it easy for people to “Like” our content by including buttons that integrate with Facebook, Twitter and Google Buzz. </li></ul>
  11. 14. RSS to Email bulletins with Social Media Integration
  12. 15. Social Media Pros <ul><li>Our social media strategy continues to contribute to higher levels of user interactivity as well as an overall increase in traffic to the site. </li></ul><ul><li>Increased sharing of information and cross-promotion has increased our profile among legal system players and advocacy organizations. </li></ul><ul><li>Thanks to our Facebook and Twitter followers, we are also able to save considerable time identifying and posting content to CLEONet. We are now able to cross-post, “share” or “re-tweet” news and new resources in a matter of seconds rather than spend our time combing sites and monitoring list serves to look for news, events and legal information resources. </li></ul><ul><li>Each new “Fan” of CLEONet on Facebook or follower on Twitter are now on our radar and this opens up new networks of people who can help us deliver legal information. Social networks also provide us with new stakeholders to involve in future events, campaigns, surveys, new projects, volunteer opportunities, job postings etc. </li></ul>
  13. 16. Social Media Cons <ul><ul><li>Information Overload – Suggestion: Look for trusted “content aggregators” who do the sorting, sifting and perusing for you. We try to play this role at CLEONet . Try using Social Media tools as a way to reduce your e-mail volume by unsubscribing to email lists that inefficiently fill up your inbox with old messages and irrelevant replies. </li></ul></ul><ul><ul><li>Managing Information Volume – Suggestion: If you use Twitter, install a desktop client like Tweetdeck that helps you organize your incoming Twitter information, save searches by key topics and simplify your posting process. Tools like this make it easy to do quick searches and follow trending topics. In terms of managing time “tweeting”, HootSuite lets you schedule tweets in advance. </li></ul></ul>
  14. 17. Social Media Cons <ul><ul><li>Privacy and Work/Life Boundaries – Suggestion: You don’t have to be “friends” with everyone on Facebook, nor do you have to follow everyone on Twitter. You can use these tools professionally and keep your personal “identity” separate. We do need to remind our clients that by clicking the “like” button on our Facebook page, that their “likes” become part of their news feed and may become known to their “friends. </li></ul></ul><ul><ul><li>Hard to Measure Impact – Suggestion: If you have a web site, use Google Analytics to handle site stats. It is free and can tell you if using Facebook or Twitter increased your site traffic over time. Through Facebook, take a look at the “insights” reports for your page to see your likes over time, what people are clicking on and how many of your postings are commented on, shared, or “liked”. If you use Twitter, you can track your increases or decreases in “followers as well as how many times your postings are “re-tweeted”. Try Trackur for an overall social media “score”. </li></ul></ul>
  15. 19. What are community legal clinics doing? Keewaytinok Native Legal Services (Facebook Page) Community Advocacy & Legal Centre in Belleville (Facebook Page, Twitter feed, Webinars) Mississauga Community Legal Services (Facebook Page) Hamilton Community Legal Clinic (Facebook page)
  16. 20. What are other orgs doing? Ontario Ministry of Labour – takes questions from the public Ontario Human Rights Commission (Facebook, Twitter)!/OntHumanRights Canadian Council for Refugees (Twitter feed, Facebook groups, YouTube videos)
  17. 21. What are other orgs doing? (cont’d) Éducaloi (Facebook, Twitter, YouTube) Justice Education Society of BC (YouTube, Facebook, Twitter) Urban Ministries of Durham (UMD) in North Carolina US Interactive social-media integrated “game” about poverty and homelessness
  18. 22. For more information Social Networking in Plain English Social Media Revolution Social Media for Non Profits To blog or not to blog? Tips for non-profits
  19. 23. Selected Social Media Articles Why the Legal Profession needs to use Social Media Social Media Suggestions for Lawyers Facebook and Your Privacy Facebook Pages Best Practices Monitoring Social Media Presence Managing Information Overload
  20. 24. Discussion questions… <ul><li>What is our objective in using social media? (sharing information, getting information, working together) </li></ul><ul><li>How can we best reach our various audiences using these tools and what about those who get left behind? </li></ul><ul><li>How can we use these tools to do more than just “broadcast” – How can we engage? </li></ul><ul><li>What are the risks? (for you, for your organization, for your clients?) </li></ul><ul><li>What supports do we need to do this well? </li></ul>
  21. 25. Keep in touch! <ul><li>Fiona MacCool </li></ul><ul><li>Community Legal Education Ontario </li></ul><ul><li>T: 416-408-4420 ext. 829 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Web site: </li></ul><ul><li>New website coming soon!!! </li></ul><ul><li> </li></ul>