The document discusses using social media to enhance network effectiveness. It defines social media and outlines how it has grown significantly. It then discusses several key aspects to consider when using social media for a network, including understanding the network's objectives, audience, integrating social media with existing strategies, addressing potential cultural challenges, building capacity, choosing appropriate tools and tactics, measuring results, and experimenting with an iterative process.

1. Network Communications: Using Social Media to Enhance Network Effectiveness Beth Kanter, Beth’s Blog Packard Foundation Visiting Scholar Flickr Photo by OceanFlynn

2. What is Social Media? Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.* Definition from Katya Andresen, Network for Good

3. Powered by ..

4. The Web has become more social…. Publisher Media Social Media

6. Social Graphs: Individuals as networks

7. How do we convert our online activists to on the ground activists?

9. Not everyone is a social media user (or has Internet access or a fast connection)

10. Social Media Is Not A Life Raft

11. How can we use social media to enhance network effectiveness?

12. Begin with context …

13. swim with the school …

14. surf the network

15. Bounded Group: We Unbounded: Many What structure? How much control of your boundaries do you need?

16. Inward Outward Communications Coordination Collaboration Publishing Shared Resources Learning Networking Engage Fundraising Action Outreach Bounded Group: We Unbounded: Many What direction? Purpose, Audience, and Existing Use of Technology before tool selection.

18. Inward-Facing * 1: Members skills, capacity, and comfort 2: Group orientation 3: Technology Plan 4: Stewardship 5: Evaluation Online collaboration IT Tools Enterprise 2.0 Private Social Networks * Source: Digital Habitats: Stewarding technology for communities © 2009 Wenger, White, and Smith Tools overlap

19. Characteristics Life Cycle Constitution Technographics Just Forming Self-Designing Growing & Restless Stable and Adapting Diversity Openness Boundaries Time zones, languages, participation Interest and Skills Tolerance Factors Orientation Patience Bandwidth 1 2 Know Your Network Technology Inventory 3 Existing platforms and tools and understand their features and usage 4 How well does current technology inventory support ? Based on Action Notebook from Digital Habitats: http://technologyforcommunities.com Meetings Open-Ended Conversation Projects Content Publishing Access to Expertise Relationships Individual Participation Community Cultivation

22. 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 Traditional Media Social Media Source: Slide 10 from " What's Next In Media ?" by Neil Perkin Social Media requires a different mindset…

23. Source: Inside Obama’s Social Media Tool Kit

24. Your Supporters Are The Message

25. Source: David Wilcox, The Social Reporter Email Marketing Social Media Different Ways To Spread Take it from us Get it from our friends

28. It’s about engaging the right 6 people

29. Source: Inside Obama’s Social Media Tool Kit

34. What research do you need?

35. What are they doing online?

38. Audience Objective Integration with Internet Strategy One Way email search engine ads Social Listening Conversation Connecting Homebase Web Site

39. 1/3 Web Presence 1/3 One Way 1/3 Social

43. Culture Change

45. Negative Comments?

46. Social Networking Policy

48. “ We let people sculpt our brand to support our mission.”

50. Capacity: Staff, Time, Expertise

51. Comfortable with socialnetworks Expanded job for Web/IT staff

53. Tactics Amount of Time Increases …. Generate Buzz Share Content Listen Participate Community Building & Social Networking

54. Tactical Approaches Listen Participate Community Building & Social Networking Generate Buzz Less Time More time 10hr 15hr 20hr Tactical Approaches and Tools Share Story

55. http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html Measurement Broader use of hard web metrics – users, time spent, comments, bookmark, outbound links, engagement … combined with digital ethnographic insights

56. Design Around Problems, Not Tools Start small, reiterate over and over

57. Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.

59. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? [email_address]