Social Media & Prevention


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For the Ohio Prevention & Education Conference, Columbus, OH Nov 18-19, 2009

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  • Ohio Prevention and Education Conference, Columbus, OH November 18-19, 2009
  • For all you Twitterer Tweeple, here’s a hashtag for us to track conference tweets Conference tweeting is like passing notes only everyone can see them Anytime you want to see all the tweets, go to and put the hashtag in, you can follow all the “notes” from the conference.
  • So, we’re going to take a little road trip - for the next 90 minutes.
  • Let’s step back into our own experience. First fax machines? Your first computer? -- Used your first mouse? --You used to have to stand next to the phone, tethered by that curly cord, to talk on it? -- Do you remember where you went for information BG - before Google? Before the Internet and search engines? -- Do you remember when websites were read only?
  • Kick off with this notion: Is social media a fad or fundamental change?
  • While we were busy with prevention science, assessment, evidence-based practices, building capacity, figuring out sustainabiity --other disciplines were equally busy creating/inventing their own unique contributions.
  • Busy creating ways for us to use Internet technologies to come together across time and distance so we could engage, share, learn (and of course make money). Many of the geeks I know really are about the same thing we are - changing the world for the better.
  • The Web finally went SOCIAL - fewer read only websites - and a plethora of social tools bringing us together to: Connect, listen, create, collect, learn, collaborate and more. Not so much focused on tech but people in prevention using tech.
  • First stop. What is social media?
  • The Case Foundation
  • At its simplest -- Social media is people having conversations online. It is NOT fluff, not optional and not going away!
  • So if all that’s true and social media is changing the way we communicate -- what changes when we change the way we communicate? Hold onto that question. .. First lets look at current tools.
  • What are the tools we usually use for communicating with people and building capacity … meetings, trainings, conferences, email, conference calls, programs, practices and even policies. What happened when faxing became a common option? Our tools are changing as are our expectations and intentions
  • Second Stop. We make the technologies and then the technologies make us. Social media technologies are changing the way we think, work, communicate and play because they are more about us than about the tech.
  • The basic shifts.
  • We are learning new dance steps.
  • Hard to choose social media tools until you have a chance to explore them and identify possibilities.
  • Instructions.
  • What struck you as you played the game?
  • Next stop, Why does it matter? The question for many of us - is Why?
  • Forrester Researchers Josh Bernoff and Charlene Li conducted and published research on what is often called the ladder of engagement.
  • Show of hands - how many in this room publish web pages, write blogs, upload video to sites like youtube? Creators grew slowly. Evidence suggests creating is more a matter of temperament than technology.
  • How many in this room comment on blogs and post ratings and reviews online? The explanation for no-growth here (Bernoff) is that most of the commenting is now going on inside social networks.
  • How many in this room use RSS or sites like Delicious or Diigo to tag web pages and gather information? This area is only showing very small growth - surprising to me that RSS and tagging haven’t caught on better. Powerful tools.
  • Show of hands, how many belong to a social networking site? Joiners category has exploded! Social networking sites are the rage.
  • How many of us read blogs, watch videos online or listen to podcasts and online audio? Spectators have become nearly universal. If people are online they are reading blogs, watching videos or listening to podcasts.
  • There is a fast falling number of people who are online e.g., do email or participate behind the firewalls of organizations but don’t really do social media. Rates have fallen dramatically.
  • First step, be all ears. Listen, gather data, information, learn. Get a sense of where the conversations involving your work or issue are going on online. How do you do that?
  • Observe, listen Some find spending time observing and listening to the culture is helpful just like it is in many situations, e.g., moving to a new neighborhood/community; joining a new class or group or coalition;
  • A great place to start is Google News alerts. They are easy to set up, you have control on how often you receive alerts. You also control what kind of information is searched for and the sources reviewed. You will need to establish a free Google account to use Google News. Vanity search Keywords e.g., underage drinking, binge drinking, gambling, substance abuse, community coalitions, etc. You’ll need to play with the terms to find the ones that bring you what you are looking for.
  • Be sure and establish some kind of reader, Google Reader, Bloglines or one like this on Netvibes (or others as you wish). A reader brings information you want to you - you won’t need to search or revisit a site to see if anything new has been added. Because of RSS, you will know when new information is added because it will show up in your reader. With a reader you can review hundreds of postings in a very short period of time. If you are looking for a starter list of coalition blogs - you’ll find a coalition blog roll on Connected Communities.
  • Scan the stories and log them on a tracking worksheet like the one in handout. Check the different blog sources through Technorati or Blog Pulse (other choice) for rank and authority. Then comment on a few appropriate posts that fit with your work to establish a relationship and presence online. Invite others to comment on your blog or network.
  • Where are the people you want to engage (customers, colleeagues)? Find the places where other people you share a common interest with hang out. Connect, join Connect, (Join) let the technology help you find others with whom you share a common interest If you are already acquainted as a network, you’re very lucky - it makes it easier to engage in social media (established relationships)
  • Contribute by commenting. It is as easy as sending an email.
  • This is usually where people ask me, what would I say on these blog posts? Beth Kanter summed it up perfectly.
  • Create, let your imagination be sparked into creative action. Develop with an experimental mindset - what could you create with the new tools that is unique, interesting, unusual, .. The brain loves novelty.
  • A creative example from CP2 - post a photo or image, along with a question or line of inquiry. Members can then click to add their voice either by computer, phone, video or written response.
  • Create buzz! Participate in places online where you can help seed conversations, amplify community successes and actions. Your social network is worth its weight in gold to your organization or cause. Digg, StumbleUpon, etc.
  • What if you took it a step further - and got really creative! How about this for a protest! Over 19 million views
  • Learn together (adults, youth, children) reverse mentoring, would you be willing to be the student of your youth? There is a remarkable connection between socialmedia and social learning. So, what kind of project might you do tomake a difference?
  • Let’s suppose you have a serious local health issue like say obesity or perhaps a cholesterol problem. Could you get people to take the stairs instead of the escalator? Let’s take a look at exactly that kind of project. Results: 66% shift in behavior! More than 8 million views.
  • Democratized tools - anyone with a computer, a few tools and an internet connection can create, design, develop, produce and distribute.. What is possible now?
  • So, how’s it being done? How are people adjusting to the new social media landscape? What is the landscape? What are the early adopters learning that we can learn/apply?
  • USA Today Storyhttp:// www. usatoday .com/news/nation/2005-09-28-katrina-red-cross_x. htm msnbc story
  • We started when we had an opportunity to do an online “webinar” on Social Networking. To support it, we developed an experimental place where coalitions could go and “play”. The webinar participants were invited as were many individual invitations to key coalitions who had expressed an interest.
  • The community grew from 47 members in February 09 to over 851 as of Friday. In 46 U.S. States and 11 other countries or U.S. Territories. Brazil, Columbia, Guatemala, Peru, Guam, Palau, Sweden, Ghana, Australia, Grance and Puerto Rico. From 0 to 32 active groups, some representing geographic communities, others topics.
  • Population 5400 Considered an Oasis
  • Youth2Youth advocacy story
  • They kicked it up a notch with their own local sticker shock campaign and came up with a list of ideas they want to do as part of Project Fuel. They also named the online action as their “anti-geographical” collaboration.
  • Remember the social media tools are more about people than technology. Only about technology until it fades into the background - becomes commonplace. The kinds of things you can do will help you do your job better, will help you nurture relationships, share information and resources, Stay connected, have a set of measures you haven’t had before AND every social media tool we’ve talked about today is FREE,
  • I asked earlier, what happens when we change the way we communicate?
  • Wouldn’t it be a good idea for people in prevention to be involved in that change? Clay Shirky, Here Comes Everybody Photo:
  • Social Media & Prevention

    1. Ohio Prevention & Education Conference Columbus, OH Nov 19, 2009 Technologies in Prevention Social Media A Journey Within Reach
    2. #ohopec Twitter Hashtag
    3. Bio
    4. Social Media & Prevention What is Social Media? The Shift? What to do with it? How to measure it? Why does it matter?
    5. Remember when ...
    6. Is Social Media a Fad?
    7. While we were busy ... Source: TomTom Prevention Science Evidence- based Practices Assessment Capacity building
    8. Other disciplines Were busy too!
    9. Technology in Prevention Connect Collect Collaborate Learn Distribute The Social Web Listen Comment Create Photo: stop.down People Using technology Engage
    10. What is Social Media?
    11. Click Daily Show
    12. Having conversations … online Social Media is… People
    13. What Changes when we change the way we Communicate?
    14. Meetings Conferences Trainings Conference Calls email Programs Policies Practices fax Phone
    15. Shift Happens Source: billselak Shift Happens!
    16. Changing times …. Networked expertise Broadcast/Present
    17. Changing times …. Engage Reach
    18. Changing times …. People-to-People People-to-content
    19. Changing times …. Subscribe Search
    20. Share then Meet Meet and Share
    21. So, What mean? Does all this
    22. Dance 1
    23. Dance 2 Meet Learn
    24. What do you want to do ?
    25. Which Social media make the right Tools Mix?
    26. A Social Media Game
    28. Why?
    29. 77% Percent of adults who use the Internet? Source: Pew Internet & American Life Project
    30. 94% Percent of American teens ages 12-17 who use the Internet Source: Pew Internet & American Life Project
    31. 87% Percentage of parents who are online Source: Pew Internet & American Life Project
    32. Percentage of online teens who have Internet access at home Source: Pew Internet & American Life Project 89%
    33. Percentage of teens who say they go online most often at home Source: Pew Internet & American Life Project 77%
    34. Percentage of online teens who have a cell phone Source: Pew Internet & American Life Project 71%
    35. 92% Percentage of teens who use email Source: Pew Internet & American Life Project
    36. 85% Percentage of adults ages 30-49 who use email Source: Pew Internet & American Life Project
    37. 70% Percentage of adults ages 50-64 who use email Source: Pew Internet & American Life Project
    38. 57% Percentage of teens who have created some type of online content Source: Pew Internet & American Life Project
    39. So, What do these people do online?
    40. Source: Groundswell Ladder of Engagement
    41. Creators
    42. Critics
    43. Collectors
    44. Joiners
    45. Spectators
    46. Inactives
    47. Where to Start?
    48. Be … all ears!
    49. Photo: brutal Listen Observe
    52. Listening Project
    53. Source: Beth Kanter
    54. Photo: xadrian
    55. Comment
    56. Think … then Write Content Source: Beth Kanter 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”? Photo Source: Picturemania
    57. Photo: circulating Create Imagine
    58. Voice Thread
    59. Photo: yuan2003 Collaborate
    60. Wiki Website
    61. Create Buzz
    62. Buzz Tools #Hashtag
    63. Flash Mob Video
    64. Photo: carf Learn, together
    65. Piano Stairs
    67. How’s it being done?
    69. Hurricane Katrina
    70. “ How do we get people to stop saying bad things about us on the web?”
    71. Meet Wendy Harman Social Media Manager Task: Stop the bad talk on the web So, .. what do you think Wendy did first?
    72. by whom? Where? Context? “ What, precisely, is being said about us?”
    73. Assessment
    74. Most people Really, really Like us And want to Support us!
    75. Institute How can we build a Social Network for Coalitions? Meet Sue Stine Sr. Manager Dissemination and Coalition Relations CADCA Institute Task: engage coalitions online
    76. Connected Communities
    77. The Data 750% Growth over 6 months
    78. Northwest Regional Prevention Center Meet Brock Fairbrother Prevention Specialist Colby Regional Prevention Center Task: engage youth in meaningful projects Inquiry: If we link up the Kansas youth with the Dover Youth, will they engage online?
    79. Colby, KS
    83. Social Media Tools to: Connect Measure Link/ Embed Write Comment Rate Review Contribute Participate
    84. Connect, listen and engage or become increasingly irrelevant These things I know … We’ve entered the “Age of Participation” Social media isn’t going away - its here to stay A change in our “thinking” is required Source:
    85. What Changes when we change the way we Communicate?
    86. When we change the way we communicate , we change society. --Clay Shirky
    87. In Gratitude <ul><li>Abundantly grateful to Beth Kanter and David Wilcox for their leadership and phenomenal work in social media for nonprofits, especially for developing and offering the Social Media Game under Creative Commons License. </li></ul><ul><li>Clay Shirky for his work, writing, tweets and cogent thoughts on what all this means for “everybody”. ( Here Comes Everybody , 2008) </li></ul><ul><li>Chris Brogan for his continually thoughtful insights, creative spirit and a superb blog at and a new book, Trust Agents. </li></ul><ul><li>Friend and colleague Stephanie Nestlerode , Omega Point International, Inc. </li></ul><ul><li>Sue Stine , Brock Fairbrother , Dover Youth2Youth , Wendy Harman and so many coalitions and youth pioneering the way of people in prevention into social media. </li></ul>
    88. Photo Citations <ul><li>Multi-tasking http://www. flickr .com/photos/78205255@N00/96887547/ </li></ul><ul><li>Merry-go-round </li></ul><ul><li>Stick Shift </li></ul><ul><li>Handshake across distance used with permission Used with Permission of dmswart </li></ul><ul><li>Cave people & technology Cartoon http://www. inkcinct </li></ul><ul><li>Dog in window </li></ul><ul><li>Tactics, Tools & Time </li></ul><ul><li>Marco Polo </li></ul><ul><li>Screen shots from each individual website </li></ul><ul><li>Additional photos from or from my personal photo library </li></ul>
    89. Photo Citations <ul><li>Crystal ball </li></ul><ul><li>Thinking </li></ul><ul><li>Blue Man Group </li></ul><ul><li>Group working together </li></ul><ul><li>Social Media Landscape </li></ul>
    90. Videos <ul><li>Social Media Revolution </li></ul><ul><li>The Click Daly Show </li></ul><ul><li>Frozen Grand Central </li></ul><ul><li>Piano Stairs </li></ul>
    91. This presentation is licensed under CREATIVE COMMONS. This means you can use it, or parts thereof, as long as appropriate attribution is given and your resulting product is made available under this same license. The license prohibits using this presentation for commercial purposes. A list of citations and links is included for your reference and use. Please cite all photos to the original source. Suggested Attribution: Source: LaDonna Coy, MHR, CPS, CDLA, Learning for Change, Inc., Technology in Prevention Blog, Slide deck is available on Slideshare