Listening Literacy

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This is a draft for upcoming workshops in Chicago, San Francisco, and Michigan
http://beth.typepad.com/beths_blog/2009/02/listening-curriculum-draft-what-you-think.html

Published in: Technology

Listening Literacy

  1. Social Media Listening Literacy For Nonprofits Beth Kanter, Beth’s Blog
  2. Hi, my name is Beth Kanter and I blog about nonprofits and social media.
  3. That’s my blog
  4. This presentation builds on the ideas in this post
  5. Let’s Climb the Steps To Listening Literacy
  6. Listening Literacy: Step-by-Step 1. Get your nonprofit ready to listen 2. Key skills 3. Essential Tool: RSS Reader 4. Your Radar 5. The Art of Responding 6. Pattern Analysis, Trends, and Reporting 7. Listening in A Blizzard
  7. Get your organization ready to listen
  8. Top Down or Bottom Up? “Listening is something that is done on an individual staff level, but for it to become an organizational process leaders need to build a culture of listening.”
  9. Identify What and Link To Decisions
  10. How will you organize listening? •Who will do the listening and responding? •Response policy? •How much time will you allocate? •How will you analyze the results and share insights? •How will you know if listening has be useful?
  11. 2. Listening Key Skills • Keywords Are King: Composing & Refining • Pattern Analysis and Engaging Effectively
  12. Keywords Are King: Composing & Refining
  13. What to search for? • Nonprofit Name • Other nonprofit names in your space • Program, services, and event names • CEO or well-known personalities associated with your organization • Other nonprofits with similar program names • Your brand or tagline • URLs for your blog, web site, online community • Industry terms or other phrases • Your known strengths and weaknesses.
  14. What NOT to search for? Try to avoid generic terms. If your organization's name or program names contain generic words, use Boolean operators like quot;ANDquot; or quot;NOT.quot;
  15. Think like your audience “It is important to connect with people based on their interests (I will sometimes search twitter for quot;kids outsidequot; and then compliment them on giving their kids a green hour!) ” Danielle Brigida
  16. Think Offline …. List Your Key Why Important Brainstorm Words/Phrases Related Words Share Pair: Brainstorm some key words
  17. Use Online Keyword Tools https://adwords.google.com/select/KeywordToolExternal
  18. Revise Keywords Based On Results
  19. Pattern Analysis and Engaging Effectively
  20. If you find people talking about you …. Problem Not Problem Big Problem Keep track of themes Little Problem Keep track of positives Track themes Be prepared to discuss Source: KD Paine
  21. Swing into crisis mode and call in the boss
  22. Use Your RSS Reader Like A Rock Star!
  23. Which one is right for you?
  24. Good RSS Habits Small block of time for daily reading Clean house, reorganize Don’t feel obligated to read everything
  25. Let’s Set Up Your First Social Media Radar (using free tools)
  26. Ego Searches Basics Persistent Searches Key words phrases Key Bloggers Blog Feeds Other Places Social Networks, YouTube, Etc
  27. Your Ego Feeds Name or URL Put into folders in your reader
  28. There’s not a (free) magic wand ……
  29. Exercise: Set Up A Few Ego Feeds in Your Reader • Do search at site for the first time • Add a RSS feed to your reader • Monitor in your reader • Pattern Analysis • Engage when needed
  30. Persistent Search: Use Keywords, Rinse and Repeat
  31. Exercise: Set up Keyword Searches
  32. Listening to Bloggers
  33. These steps require a few hours of research in the beginning …
  34. Browse and scan blogs at directories
  35. Look for bridge bloggers
  36. Add to Your Reader
  37. You read the blog in your reader ..
  38. Building Your Feeds and Finding Influencers • Slow growth at first, spider out • Don’t be afraid to clean, unsubscribe, and reorganize • Spreadsheet analysis • Check out Google Page Rank • You can check out their monthly views • You can check out their technorati ranking
  39. Other Places To Set Up Listening Posts If you’re planning to set up a presence or you know your audience is there …
  40. Source: Kd Paine – Buy her book, read her blog
  41. Most important: How many times was a video watched? How many times was it rated and what were the ratings? How many comments did it get? Also record: How many times has it been favorited? How many times has it been embedded? How many times has it been linked to?
  42. The Art of Response
  43. If you find people talking about you …. Problem Not Problem Big Problem Keep track of themes Little Problem Keep track of positives Track themes Be prepared to discuss Source: KD Paine
  44. Swing into crisis mode and call in the boss
  45. If Keywords are Kings, Comments are Queens
  46. Read and comment on blogs Think before you respond! What did they say well? What did they miss? Answer questions What are other people saying How does it apply to you Look forward Look backward Ask what if?
  47. Pattern Analysis Tools
  48. The Most Important Tool
  49. Excel Spreadsheet
  50. Review Trends, Share
  51. Listening in a Blizzard: Professional Tools
  52. • What can professional tools do that free ones can’t? • Start with free tools, perfect your radar, look for ways that professional tools can save you time • Growing number of vendors, do your due diligence • Demo
  53. Listening Literacy: Step-by-Step 1. Get your nonprofit ready to listen 2. Key skills 3. Essential Tool: RSS Reader 4. Your Radar 5. The Art of Responding 6. Pattern Analysis, Trends, and Reporting 7. Listening in A Blizzard
  54. Happy Listening!
  55. Sources of Inspiration Inspiration and Sources KD Paine, Queen of Measurement http://www.themeasurementstandard.com/ (Buy her book, read her blog) WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener. Check out the Tool Box section) All Photos Creative Commons Licensed from Flickr and attribution in notes
  56. Beth’s Writings and Resource Collections I have two personal learning spaces Social Media Listening http://socialmedia-listening.wikispaces.com/ Social Media Metrics http://socialmediametrics.wikispaces.com/ Plus you can check out my blog posts on the topic http://beth.typepad.com/beths_blog/listening/
  57. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org

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