1. Photo by mikebaird Nonprofits and Foundations and Social Media Tools: Briefing for C&S Program Staff Beth Kanter, Visiting Scholar Packard Foundation Photo from USOCEANGOV
15. Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation Web 1.0 Web 2.0 = Social Media Source: Slide 10 from " What's Next In Media ?" by Neil Perkin Understand the Difference
20. acticaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Social Media: Tactics and Tools Support Overall Communications and Internet Strategy Bridge to offline action or behavior change Share Story
21. Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring.
A better understanding of social media as a tool Some good examples of how the tools are being used in the foundation/grantee community How could social media be used in our jobs?
What allows an organization or network to work in this way? Leadership and culture are important. To embrace transparency, it is important that: Leadership is Comfortable with Discomfort: Openness and transparency are hallmarks of the networked mindset. Leaders at EDF specifically brought Dave in because he thinks differently, he has a networked mindset. As Dave notes, "I often hear "everything you say makes me uncomfortable - but go do it." The leadership of the organization understands that social media and connectedness has an impact on the organization and they need to embrace it. A Learning By Doing Organizational Culture: Witzel says that there organization's DNA incorporates learning by doing. The culture allows the experimentation On the ground, Witzel says, his program group is experimentating. The method is simple - they test their ideas, if it works they build on it and if it doesn't they remix. Witzel notes, we don't have the barrier of "paralysis by analysis."
Learned about Permaculture Peggy and Angus shared some tips for online community building. These include: What are your goals? Pick three things you want to do together. The importance of a technology steward or online moderator Think about what you want to accomplish and pick the tools/features to support that work You will probably be using a variety of tools The importance of piloting an online space before going to scale(here's an example )
Developmental evaluation involves asking a lot questions. This story is about the scariness of asking questions, looking at a program, campaign, activity and ask are we prepared to learn about it? Do we stay in that place believing it is okay? The story is a metaphor about the fear of asking questions and the knowledge that comes with it. I also see this as a metaphor for the fear of engaging from social media . What if we get a negative comment? What if we loose control? That fear keeps nonprofits from engaging. New Zealand story
Web 3.0
Earlier today we briefly looked at how working in a networked way is different from working in a hierarchical structure. It’s also important to understand how traditional media differs from social media. We need a social media mindset. Your social media use will, of course, support your overall objectives and audience identification, but the delivery is different.
While it’s not a new term, a few months ago, “slacktivism” became the topic of a firestorm debate among nonprofit advocates, online marketing professionals and social change proponents after a series of media stories including an article by Warren Clements of Toronto’s Globe and Mail, “A slacktivist and his crackberry are seldom parted.” The fire doesn’t seem to be going out any time soon. While the definition is its own debate topic, most agree that it is the act of doing something that requires very little effort and has only the perceived effect of impact. Or in the words of Urban Dictionary, “the act of participating in obviously pointless activities as an expedient alternative to actually expending effort to fix a problem.” So do “click actions” like signing a petition and becoming a Facebook fan actually make a difference?
Toyota coming out in support of the Hill-Terry bill that calls for substantially less aggressive fuel economy standards than the Senate bill that was passed last spring - 2007
