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Social media strategy—SCAMORE 6/8
  maximising the effectiveness of your online resources




photo: www.sxc.hu/photo/883122                            1
Promotion strategy
   Session 6/8
Part 3
lightweight policy




                     Don’t be evil!




                                      4
Institutional responses
IRET 5Rs framework


                                       Rules &
                                     Regulations




           Relationships &                                   Roles &
            Communities                                   Responsibilities


                                     Institutional
                                      Response




                      Routines &
                                                     Rewards
                      Regularities




                                                                             5
Community responsibility




photo: www.flickr.com/photos/26640908@N02/3881258647   6
It’s all about…




http://www.websocialarchitecture.com/community/2008/06/a-conceptual-ma.html   7
It’s all about…




http://www.websocialarchitecture.com/community/2008/06/a-conceptual-ma.html   7
My place or yours?




photo: http://flic.kr/p/7EYXSJ0   8
Identity management




                                 website, blog, facebook,
                                 twitter, podcast, tumblr,
                                 youtube, vimeo, email,
                                 buzz, wave, skype, msn
                                                       PTO…




photo: www.sxc.hu/photo/627728                                9
Don’t expect people to drink from the firehose




                                                 10
Mind your #!%£ language!
   you never know who might be listening




photo: flic.kr/p/6zeUVs   photo: istockphoto   11
WARNING
  REPRODUCTION, MODIFICATION, PUBLIC
EXHIBITION BROADCASTING, DISTRIBUTION,
  TRANSLATION, OR ADAPTATION OF THIS
            PRODUCT IS FINE.

REALLY, WE WANT YOU TO DOWNLOAD IT, COPY
  IT, CHANGE IT AND SHARE IT WITH OTHER
                  PEOPLE.

         DO COPY THIS PRODUCT
Social metrics
  how do you measure impact?




photo: www.flickr.com/photos/33914386@N08/4296323737   13
Policy review…
   http://socialmediagovernance.com/policies.php




photo: flic.kr/p/yLjyi                             14
Social media policy




This exercise is designed to help you consider
how social media could be used to enhance
communication and promotion of online
resources by your organisation (or unit,
department, project)—consider the following:
Activities and social media services
     ‣ List resources and associated activities (e.g. news, reports, presentations, photos,
         videos, bookmarks…) for which you intend to use social media and try to match
         these to appropriate services (e.g. blog, YouTube, slideshare, delicious, etc.).

Rationale
     ‣ Why did you choose this service/approach? What does it offer to help you engage
         with your chosen audiences/communities?
Social media policy




Intention to use
     ‣ Is your primary intention to inform, educate, persuade, influence, encourage
          uptake, manage expectations, listen, discuss, synthesize, amplify? What difference
          does this make to how you would use the medium?

Communication style
   ‣ What type of communications suit this medium and the audience you are
          attempting to engage? Formal/informal? Serious/trivial? Broadcast/conversational?
          Factual/opinionated? Immediate/considered? How much detail is required?

Metrics
     ‣    How will you define and measure engagement? Views/hits, link clicks, re-tweets,
          followers, subscribers, comments, downloads? How frequently will you measure?

Integration
     ‣ How will you integrate posts with your other communications? How might other
          organisations or the wider community reuse them? Will it be syndicated, cross-
          posted, aggregated, filtered, amplified, reused?

Short description
    ‣ Write a public-facing bio for your organisation (140 characters, a paragraph or a
          page) using language appropriate to the service. Let users know what they should
          expect from you through this channel and why they should care.
Social media policy




Use policy
This is an internal guide for the project team describing why and how
the service is to be used as part of your project in practical terms,
addressing items such as:
     ‣ What is it for? What are you going to post about? What should you not post about?
          How often would you post/update? What are the triggers (events, progress, related
          posts by other people/projects, milestones)?
      ‣   Who is responsible for posts? What is the posting process (e.g. writing/proofing,
          adding campaign metrics, link shortening, tags/categories/metadata, cross-
          posting)?
      ‣   Communication style?
      ‣   How usage relates to use of personal/project/institutional channels?
      ‣   Monitoring, moderation, replying and commenting. How to respond to positive or
          negative comments?
      ‣   Design considerations—colours, images, avatar, background, contact information,
          biographical details?
      ‣   How and when will you evaluate how successful you have been with a service?
Maximising Online Resource Effectiveness Workshop Session 6/8 Promotional strategies

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Maximising Online Resource Effectiveness Workshop Session 6/8 Promotional strategies

  • 1. Social media strategy—SCAMORE 6/8 maximising the effectiveness of your online resources photo: www.sxc.hu/photo/883122 1
  • 2.
  • 3. Promotion strategy Session 6/8
  • 4. Part 3 lightweight policy Don’t be evil! 4
  • 5. Institutional responses IRET 5Rs framework Rules & Regulations Relationships & Roles & Communities Responsibilities Institutional Response Routines & Rewards Regularities 5
  • 9. My place or yours? photo: http://flic.kr/p/7EYXSJ0 8
  • 10. Identity management website, blog, facebook, twitter, podcast, tumblr, youtube, vimeo, email, buzz, wave, skype, msn PTO… photo: www.sxc.hu/photo/627728 9
  • 11. Don’t expect people to drink from the firehose 10
  • 12. Mind your #!%£ language! you never know who might be listening photo: flic.kr/p/6zeUVs photo: istockphoto 11
  • 13. WARNING REPRODUCTION, MODIFICATION, PUBLIC EXHIBITION BROADCASTING, DISTRIBUTION, TRANSLATION, OR ADAPTATION OF THIS PRODUCT IS FINE. REALLY, WE WANT YOU TO DOWNLOAD IT, COPY IT, CHANGE IT AND SHARE IT WITH OTHER PEOPLE. DO COPY THIS PRODUCT
  • 14. Social metrics how do you measure impact? photo: www.flickr.com/photos/33914386@N08/4296323737 13
  • 15. Policy review… http://socialmediagovernance.com/policies.php photo: flic.kr/p/yLjyi 14
  • 16. Social media policy This exercise is designed to help you consider how social media could be used to enhance communication and promotion of online resources by your organisation (or unit, department, project)—consider the following: Activities and social media services ‣ List resources and associated activities (e.g. news, reports, presentations, photos, videos, bookmarks…) for which you intend to use social media and try to match these to appropriate services (e.g. blog, YouTube, slideshare, delicious, etc.). Rationale ‣ Why did you choose this service/approach? What does it offer to help you engage with your chosen audiences/communities?
  • 17. Social media policy Intention to use ‣ Is your primary intention to inform, educate, persuade, influence, encourage uptake, manage expectations, listen, discuss, synthesize, amplify? What difference does this make to how you would use the medium? Communication style ‣ What type of communications suit this medium and the audience you are attempting to engage? Formal/informal? Serious/trivial? Broadcast/conversational? Factual/opinionated? Immediate/considered? How much detail is required? Metrics ‣ How will you define and measure engagement? Views/hits, link clicks, re-tweets, followers, subscribers, comments, downloads? How frequently will you measure? Integration ‣ How will you integrate posts with your other communications? How might other organisations or the wider community reuse them? Will it be syndicated, cross- posted, aggregated, filtered, amplified, reused? Short description ‣ Write a public-facing bio for your organisation (140 characters, a paragraph or a page) using language appropriate to the service. Let users know what they should expect from you through this channel and why they should care.
  • 18. Social media policy Use policy This is an internal guide for the project team describing why and how the service is to be used as part of your project in practical terms, addressing items such as: ‣ What is it for? What are you going to post about? What should you not post about? How often would you post/update? What are the triggers (events, progress, related posts by other people/projects, milestones)? ‣ Who is responsible for posts? What is the posting process (e.g. writing/proofing, adding campaign metrics, link shortening, tags/categories/metadata, cross- posting)? ‣ Communication style? ‣ How usage relates to use of personal/project/institutional channels? ‣ Monitoring, moderation, replying and commenting. How to respond to positive or negative comments? ‣ Design considerations—colours, images, avatar, background, contact information, biographical details? ‣ How and when will you evaluate how successful you have been with a service?

Editor's Notes

  1. Which is to create an action plan for how you actually would/will use social media in your project(s). I appreciate that you might all be at different stages of your project, so it might not be appropriate to start introducing new ways of working into your practice, but hopefully there will be something you can take from this for your current – or future projects.
  2. Slight tangent, and one we don’t really have time to get into in depth, but this is a model derived from a project we did looking at how institutions are responding to emergent technologies, including social media. A lot of the issues that informed this model are also relevant to projects in terms of changing roles & responsibilities, new relationships and communities beyond the familiar, the possible need for rules for use. Not something we’ll be using today, but the guidance material in using this model might be relevant for more in depth consideration with your team after today.
  3. What happens after the party – as in the programme? Communities can be a pain to setup and manage, so in a way, one programme level community is easier than each project setting up it’s own.
  4. No I in team, but there is a ME if you look hard enough! How does the model of social media being ‘all about me’ fit with your team culture? Are you asking people to use their personal channels for work in a way they wouldn’t normally do? What would be the impact on their network(s) and the impact of their networks on the project?
  5. Sounds obvious, but touches on important and possibly inflammatory issues of ownership, freedom and autonomy. Is this place mine or yours – or ours? That said, we all need to manage multiple identities…
  6. Do they need to subscribe to all your channels to get the information they need. How much of what you put out is going to be relevant and how are they going to filter it?
  7. How will you measure ROI? What are your project metrics that would show successful use of social media? Twitter Tweets, RTs, Mentions, Referrals to site/blog, Followers… YouTube Videos, Views, Subscribers, Embeds, Engagement, Referrals …