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Social Media 101: Online Communication as Stakeholder Engagement


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You've heard the hype, but do you know what exactly "Web 2.0" and "social media" refer to, and more importantly, how they can help your organization? This introductory workshop is designed to help you understand the implications of social media for your organization's communications strategy and gain confidence in navigating the language and tools of the modern online experience. Presentation delivered as part of the "Social Media 101" training in Atlanta at the Georgia Center for Nonprofits (GCN) as part of their series on social media trainings (see ).

Published in: Technology

Social Media 101: Online Communication as Stakeholder Engagement

  1. 1. | 678 608 3408 Tirza Hollenhorst | [email_address] Barrett Michael |
  2. 2. Photo: Oneras Source: Flickr
  3. 3. Is this ME?
  4. 4. You are NOT
  5. 5. Your Car Photo: Mr. Beaver Source: Flickr
  6. 6. Social Media is NOT
  7. 8. Social Media is
  8. 9. A Conversation
  9. 10. A Conversation Powered Managed Organized and Connected by ....
  10. 12. What are your goals? We need a blog! Great! What are you going to do with it? Who is going to write it? How are you going to moderate? What outcome are you trying to achieve?
  11. 13. Before you begin, some questions: Are there more important organizational issues to address? Are you falling victim to S.O.S. - shiny object syndrome? Are you open to conversation off-line? Is your website ready?
  12. 14. 1. Listen 2. Participate 3. Share Content
  13. 15. Listen: On your website Commenting Voting Rating User Generated Content
  14. 16. Listen: To what people are saying Google Alerts Technorati Google Blog Search
  15. 17. Listen: Google Alerts
  16. 18. Listen: Ask your stakeholders Where do they go? What do they do? Would they like to meet you there? Who do they read? Do they want to hear from you?
  17. 19. Participate: Share your knowledge Respond to posts and questions Participate in related communities Connect to others in your field Document where interesting conversations occur
  18. 20. <ul><li>Blogging </li></ul><ul><li>Organizational/E.D. </li></ul><ul><li>Internal </li></ul><ul><li>Community </li></ul><ul><li>Media Sharing </li></ul><ul><li>Photo/Flickr </li></ul><ul><li>Video/You Tube </li></ul><ul><li>Podcast </li></ul><ul><li>Knowledge Sharing </li></ul><ul><li>Wikis </li></ul><ul><li>Social bookmarking </li></ul><ul><li>Submission & voting </li></ul><ul><li>Event Sharing </li></ul><ul><li>Mapping </li></ul><ul><li>Aggregation </li></ul><ul><li>Social Networking </li></ul><ul><li>General Interest </li></ul><ul><li>Niche </li></ul><ul><li>Mobile </li></ul><ul><li>Microblogging </li></ul>
  19. 21. Social Media Tools
  20. 22. Social Networking Sites <ul><li>Virtual meeting places </li></ul><ul><li>Let you connect with supporters around the globe otherwise beyond your reach </li></ul><ul><li>Network with likeminded organizations </li></ul><ul><li>Raise awareness of causes, request donations, seek volunteers </li></ul>
  21. 23. Social Networking Sites MySpace vs Facebook <ul><li>MySpace : </li></ul><ul><li>Formerly the largest social networking site </li></ul><ul><li>Customizable interface, can be cluttered </li></ul><ul><li>Attracts teenagers, musicians, artists , etc. </li></ul><ul><li>Facebook : </li></ul><ul><li>Created for college students </li></ul><ul><li>Opened in 2006 to anyone with e-mail address </li></ul><ul><li>Now the largest social network with 170 million users </li></ul><ul><li>Clean, professional interface </li></ul><ul><li>Attracts upwardly mobile, college-educated people </li></ul><ul><li>Great site to begin social media integration </li></ul>
  22. 24. Social Networking Sites <ul><li>Create branded “fan pages” </li></ul><ul><li>Keep supporters up-to-date with news feeds, blogs, discussion groups, RSS and other messaging </li></ul><ul><li>Engage supporters with video, audio, pictures and applications that give your organization personality </li></ul><ul><li>Use the Causes application to solicit donations </li></ul>Facebook for Nonprofits:
  23. 25. Facebook: Two Case Studies The Good The Bad and the Ugly
  24. 26. Social Networking Sites <ul><li>Users add Causes they care about onto their profile page and share them with their friends </li></ul><ul><li>Allows people to donate directly to your organization through the application </li></ul><ul><li>Facebook takes 4% </li></ul>Causes Application on Facebook
  25. 27. Social Networking Sites <ul><li>Causes Application on Facebook </li></ul><ul><li>Facebook reports 60,000 daily users of Causes </li></ul><ul><li>$2.5 million raised for 19,445 nonprofits in first year </li></ul><ul><li>Nonprofits can work directly with Facebook to create a causes application. Just e-mail </li></ul><ul><li>( </li></ul>
  26. 28. Social Networking Sites <ul><li>Causes Application on Facebook </li></ul><ul><li>Donate to your own Cause </li></ul><ul><li>- People less likely to donate if your Cause has $0 </li></ul><ul><li>( </li></ul><ul><li>Make sure your Cause is obviously aligned with your nonprofit </li></ul><ul><li>Make sure your application states what you do clearly </li></ul><ul><li>Send thank you messages to donors </li></ul>
  27. 29. Social Networking Sites <ul><li>Niche social networking site specifically for activists </li></ul><ul><li>Users can create or join groups devoted to causes </li></ul><ul><li>Solicit donations, discuss issues on message boards, publicize your organization’s events </li></ul><ul><li>Great for creating and signing petitions </li></ul><ul><li>Over 5 million members </li></ul>Care2
  28. 30. Care2: Petitionsite <ul><li>Simple way to create online petitions </li></ul><ul><li>Supporters do not have to members to sign </li></ul><ul><li>This means you can circulate a link to the petition in emails, your website, blogs, etc. </li></ul>
  29. 31. Social Networking Sites <ul><li>The social network for professionals </li></ul><ul><li>14 million members and growing </li></ul><ul><li>Create individual and company accounts </li></ul><ul><li>Network with professional groups that hold similar values </li></ul><ul><li>Participate in discussion forums and gain valuable info about your field </li></ul>LinkedIn
  30. 32. LinkedIn: Profiles, Discussions, Networking
  31. 33. Social Networking Sites <ul><li>Lets you create a social network based around an idea, mission or topic </li></ul><ul><li>Incorporates multimedia (like Facebook) </li></ul><ul><li>Free service </li></ul><ul><li>Great for building off existing brands with strong followings </li></ul><ul><li>Works best for global causes that attract and excite many people </li></ul>Ning
  32. 34. Ning: Two Case Studies Appropriate Use Should’ve Used Facebook
  33. 35. Media Sharing <ul><li>People watch 100 million </li></ul><ul><li>video clips per day </li></ul><ul><li>Videos easily embedded </li></ul><ul><li>and shared on websites </li></ul><ul><li>Has nonprofit/ activism </li></ul><ul><li>“ channel” </li></ul><ul><li>Offers special incentives for nonprofits like premium branding, increased upload capacity, inclusion of Google </li></ul><ul><li>Checkout “Donate” Button </li></ul>YouTube
  34. 36. YouTube: US Campaign for Burma <ul><li>For YouTube success: </li></ul><ul><li>Keep your videos short </li></ul><ul><li>Focus on messaging over aesthetics </li></ul><ul><li>Update content regularly </li></ul><ul><li>Promote videos expressing similar views </li></ul><ul><li>Link to your official website </li></ul><ul><li>Respond to comments and video posts </li></ul>
  35. 37. Media Sharing <ul><li>Like YouTube, but with images </li></ul><ul><li>People share their interests via photography and leave comments </li></ul><ul><li>Easy way to organize and share large volumes of images with supporters or members of your organization </li></ul><ul><li>Free upgrades for nonprofits </li></ul>Source: Flickr Flickr
  36. 38. Flickr: Don’t Just Post Pics. Get Creative. <ul><li>Encourage supporters and volunteers to share their pictures of events </li></ul><ul><li>Tell your organization’s story through images </li></ul><ul><li>Launch a campaign </li></ul><ul><li>Run a photo contest </li></ul>
  37. 39. Media Sharing <ul><li>Short audio or video installments your supporters can subscribe to on your website </li></ul><ul><li>Can be created with low-cost audio/video recording devices </li></ul><ul><li>Non profits can use them to interview experts, present voices of supporters, discuss topical issues </li></ul>Source: VOSibilities Podcasts
  38. 40. Podcasting: How to Be Successful <ul><li>Keep them short </li></ul><ul><li>Outline each installment </li></ul><ul><li>Don’t just talk – interview, engage in conversation </li></ul><ul><li>One podcast, one topic </li></ul><ul><li>Edit to fine-tune message </li></ul><ul><li>Include iTunes link for easy subscription </li></ul>
  39. 41. Blogging <ul><li>Keeping a Blog for Your Nonprofit Can: </li></ul><ul><li>Establish you as an expert in your field </li></ul><ul><li>Make your operations visible and transparent to increase trust with supporters </li></ul><ul><li>Give you valuable, unsolicited opinions </li></ul><ul><li>Allow you to tell interesting and compelling stories that humanize your organization </li></ul>
  40. 42. Blogging <ul><li>Embed images and video to break up text </li></ul><ul><li>Read comments and write back </li></ul><ul><li>Make your blog an information source – not just about your organization but issues related to your organization </li></ul><ul><li>Archive posts by content (not date) so readers can find what interests them </li></ul><ul><li>Include an RSS feed so readers can subscribe </li></ul>Keys to Successful Blogging
  41. 43. Blogging: Two Case Studies Spot On What Happened?
  42. 44. Microblogging Let’s Tweet
  43. 45. Microblogging <ul><li>Mobilize supporters in times of urgency (to sign petitions, donate, attend meetings) </li></ul><ul><li>Post links to new information like press releases, blogs </li></ul><ul><li>or newspaper articles </li></ul><ul><li>Start spontaneous conversations with supporters </li></ul><ul><li> </li></ul><ul><li>Fundraising </li></ul>Twitter: Nonprofit Application
  44. 46. Twitter: Believe It or Not, It Works <ul><li>Tweetsgiving used Twitter for fundraising </li></ul><ul><li>Raised money for classroom in Tanzania </li></ul><ul><li>Raised over $10,000 in 48 hours </li></ul><ul><li>Raised profile of nonprofit Epic Change </li></ul>
  45. 47. Knowledge Sharing You aggregate other people’s information and share it online. Works Two Ways: Others aggregate your information and share it online.
  46. 48. Knowledge Sharing <ul><li>Lets you store, share and discover web bookmarks </li></ul><ul><li>Use tags to categorize your links </li></ul><ul><li>Access your bookmarks from any computer </li></ul><ul><li>Easy exchange of information with friends or likeminded companies </li></ul>Social Bookmarking with
  47. 49. Knowledge Sharing <ul><li>Keep track of what supporters and likeminded </li></ul><ul><li>organizations find interesting </li></ul><ul><li>Build an information exchange network that boosts </li></ul><ul><li>credibility and expertise </li></ul><ul><li>Placing bookmark button on your sites increases online exposure </li></ul>How Benefits Nonprofits
  48. 50. Knowledge Sharing <ul><li>RSS brings your favorite sites to you </li></ul><ul><li>Articles, blogs aggregated in an RSS reader </li></ul><ul><li>Podcasts, videocasts aggregated in iTunes </li></ul><ul><li>Keeps your organization informed without wasting time </li></ul>Source: RSS Feeds
  49. 51. Knowledge Sharing <ul><li>Choose an RSS aggregator </li></ul><ul><li>(Google Reader, Bloglines) </li></ul><ul><li>Create an account </li></ul><ul><li>Go to your favorite sites and add them by clicking on the icon </li></ul><ul><li>New posts and stories appear on your reader page </li></ul> RSS Feeds: How to Make It Come to You
  50. 52. Adding Bookmarks & RSS Buttons <ul><li>Go to </li></ul><ul><li>Select a button </li></ul><ul><li>Choose your platform </li></ul><ul><li>Copy html code and paste it on your site </li></ul>
  51. 53. The End Questions?
  52. 54. | 678 608 3408 Tirza Hollenhorst | [email_address] Barrett Michael |